This document discusses factors that influence consumer perception and attention. It covers the following key points in 3 sentences: Consumer perception is shaped by both internal factors like values and family as well as external factors like culture, social roles, and advertising. Attention requires allocating limited mental resources and is determined by stimulus characteristics, individual traits like motivation and ability, and situational factors such as environmental clutter. Perception involves assigning meaning to information through both cognitive and affective processes, and attention can occur deliberately through focus or incidentally through peripheral exposure.

1. Chapter 8

2. Marketing Mix
Consumer Behavior
External Factors
Values
Subculture
Internal Factors
Family
Perception
Memory

3. 
Individuals develop an understanding of the motivations
behind their own behavior

Influences of perception:
•
Physiology – different in sensory abilities
Age – change attitude on time
Culture – different believes
Social role – different role we take on during time
Education – education level
•
•
•
•

4. Customer perception is typically affected by advertising, reviews, public
relations, social media, personal experiences and other channels

5. Perception
Exposure
Deliberate
Random
Attention
Lowinvolvement
Lowinvolvement
Highinvolvement
Interpretation
Short-term
Active problem
solving
Memory
Highinvolvement
Long-term
Stored experiences,
values, decisions,
rules etc.
Purchase & consumption decisions

6. Selective Exposure:

Television :
•
•
Zipping - occurs when one fast-forwards through a commercial on a
prerecorded program.
Zapping - involves switching channels when a commercial appears.
Muting - is turning the sound off during commercial breaks.

21 % of U.S visit each aisle in the stores.

Pop-up (online).
•

7. 
Pop-up (click through)
Visiting Homepages
Ex: car buyers using the web visited up to seven sites and
spent almost five hours online.


Registration online

Mobile Marketing

9. 


Attention occurs when the stimulus activates
one or more sensory receptor nerves, and the
resulting sensations go to the brain for
processing.
N.B: Attention requires consumers to allocate limited mental
resources toward the processing of incoming stimuli.
"Very good and very effective advertising"
that no one reads is neither good nor effective.

10. 
Attention is determined by these three
factors:
Individual
Stimulus
Situation.
Attention

11. 

Stimulus factors are physical
characteristics
of the stimulus itself.
Stimulus characteristics such as ad size
and colour are under the marketer's
control and can attract attention
Size
Isolation
Intensity
Format
Attractive Visuals
Contrast and Expectations
Colour and Movement
Interestingness
Position
Information Quantity
Stimulus
Attention

12. 
Individual factors are characteristics that
distinguish one individual from another.
Generally speaking, consumer motivation and
ability are the major individual factors
affecting attention
Motivation Ability
Motivation is a drive state
created by consumer interests
and needs. Interests are a
reflection of overall lifestyle
as well as a result of goals
Ability refers to the capacity
of individuals to attend to
and process information.
Ability is related to
knowledge and familiarity
with the product, brand, or
promotion
Smart banners
behavioral targeting
strategies
Brand familiarity
. In contrast, the click-through rate is
very low on the first exposure when
brand familiarity is low, but increases
dramatically on the fifth exposure.
Individual
Attention

13. 
Situational factors include stimuli in the
environment other than the focal stimulus.
Situation.

Clutter and program involvement are two
major situational
factors affecting
attention.
Attention

density of stimuli in the environment
too many point-of-purchase displays decreases the
attention consumers
how interested viewers are in the
program or editorial content
surrounding the ads
Does involvement with the program or
editorial content influence attention to
the ad?

14. 

far we have been discussing a fairly highinvolvement attention process in which the
consumer focuses attention on some aspect
of the environment as a result of stimulus,
individual, or situational factors.
However, stimuli may be attended to without
deliberate

15. "it is the right brain's picture-taking ability that permits the
rapid screening of the environment—to select what it is the
left brain should focus on."

16. 
message presented so fast or so softly or so
masked by other messages that one is not
aware of seeing or hearing it

17. 
Information received is assigned to meaning

Aspects of perception process:
•
Relative
•
Subjective
•
Cognitive / Affective

21. Individual
Situational
Stimulus