The presentation discusses the perception process in consumer behavior, highlighting how individuals interpret stimuli and the attention they pay to advertisements amid a cluttered media landscape. It examines various tactics marketers use to grab attention, such as size, color, novelty, and humor, as well as ethical considerations surrounding advertising practices. Ultimately, the document suggests that consumer perception shapes ethical standards in advertising and influences market competition.

1. Consumer Behaviour:
Perception
Presented By: Rodrigue Eid

2. CONTENTS OF THE PRESENTATION
• Perception process
• Exposure / attention
• Attention Grabbing
• The Sensory Stimuli
• The use of various methods to grab attention
• Ethics
• Conclusion

3. Perception Process
 The process whereby stimuli are received and interpreted by
individuals & translated into a response (Engel et al, 1992)
 Perceptions are unique to each and every individual
Perception
Exposure Attention Interpretation
Eyes Ears Nose Mouth Skin
Sights Sounds Smells Tastes Textures
Adapted from: Solomon (2011)

4. EXPOSURE / ATTENTION
• UK consumers are exposed to at least 2000 messages a day
but only notice 5% (Blythe, 2008)
• Americans are exposed to 18 million unsolicited phone calls
daily and receive 3000 coupons a year (Blythe, 2008)
• Consumers in Italy and Spain are exposed to over
20,000 adverts per year (Blythe, 2008)
 Increase in advertising clutter
 There is no guarantee that the market will see or pay attention to messages
 Consumers scan the media and focus their attention on relevant messages
[Initial attention] where as if something does not interest them
they carry on scanning [persistent scanning] (Evans et al, 2006)

5. ATTENTION GRABBING
Webbers Law
• Marketing above the JND
-K = i
• Marketing below the JND
I
Below Above
- When making negative changes - On purpose to create a stir and
that they do not want people to reaction from audience
realise e.g. product size, quality etc - Differentiate between brands
- Increase exposure
- Generate WOM
• As consumers we are selective on what we pay attention to
• Marketers also use other tactics to grab our attention. This relates to
our Stimuli selection factors (such as size, colour, position, novelty)

6. The Sensory Stimuli
Vision Touch Smell
Sound Taste
Sensory characteristics of products or services help enhance
customer attitudes, perceptions and satisfactions
Solomon (2011)

7. Sex Shock
Packaging Humour
Novelty & Celebrity
contrast

8. The use of Humour in Advertising
Source Creative Club 2011

9. The use of Shock in Advertising

10. The use of Music in Advertising

11. Is this Ethical?
• Are adverts simply made
because companies want to
make more profit?
• Do they actually care about the
wellbeing of consumers?
• Dr. Jerry Porrous & Dr. James
Collins found that organisations
that do well have good visionary
standards with clear standards of
right and wrong
(Blackwell, 2008)
• For and against arguments
regarding ethics

12. Here are some more
examples

13. In Conclusion
• Ethics is dependent on us
as consumers and how we
perceive it in the advert
• Organisations will however
be in constant competition
to create adverts that will
stand out from the rest to
keep us interested and
talking about their products

14. Any Questions?

15. References:
- Blythe J. (2008) Consumer Behaviour. London: Thomson Learning
- Evans, M,. Foxall, G,. And Jamal, A,. (2006) Consumer Behaviour. West
Sussex: John Witley & Sons
- Blackwell, R,. Engel, J,. And Minard, P,. Consumer Behaviour. China:
Thomson Learning
- Solomon, M,. (2011) Consumer Behaviour. 9th ed. London: Prentice
hall
- Engel AK, Kõnig P, Kreiter AK, Schilin TB, and Singer W (1992) Temporal
coding in the visual cortex; new vistas on itergration in the nervous
system. Trends Neurosci 15:218-226
- www.google.co.uk
- www.creativeclub.co.uk
- www.youtube.co.uk