Lecture Unit 5: Consumer perception (1/2) Flashcards
What is perception?
= is the process by which physical sensations are selected, organized, and interpreted
What are the 5 primary senses through which we gather sensory information?
- Vision
- Sound
- Taste
- Smell
- Touch
What are the steps in information processing in consumers?
Exposure (Random vs. deliberately) -> Attention(Low vs. high involvement)-> Intepretation (Low vs. high involvement) -> Memory (short vs. long-term memory)
When does exposureoccur?
- occurs when a stimulus is placed within a person’s relevant environment
- and comes within range of their sensory receptor nerves
What does exposure do to people?
- provides consumers with the opportunity to pay attention to available information
- people can only be exposed to a small fraction of available stimuli
What does selective exposure in advertising stand for?
Selective exposure in the advertising area is termed ad
avoidance
Why is the highly selective nate of consumer exposre a major concern for makreters?
- bc failure to gain exposure results in lost communication and sales opportunities
1.
What is important about the example of TV ads in context of selective exposure?
- Zipping– fast forwarding through commercials on a prerecorded program
- Zapping – switching channels when a commercial appears
- Muting – turning the sound off during commercial breaks
What is voluntary exposure? and what are the reasons for it?
- consumers often avoid commercials and other marketing stimuli
- sometimes they actively seek them out for various reasons, including purchase goals, entertainment and information
What are the two types of exposure in online advertising?
exposure to online advertising can be voluntary and involuntary
What is permission-based marketiing?
= Consumers choose to receive mail-based promotions from certains firms
When does “attention” occur?
- occurs when the stimulus activates one or more of the sensory receptors
- and the resulting sensations go into the brain for processing
What are the different factors that effect the attention
- Stimulus factors: physical characteristics of the stimulus itself
- Individual factors: characteristics which distinguish one individual from another
- Situational factors: stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
What are different stiimulus factors? (Attention]
- Intensity
- Attractive visuals
- Isolation
- Interestingness
- Color and Movement
- Format
- Position
- Information quantity
- Contrast and expectations
- Size
Stimulus factors:
What do Color and Movement” do in the attention proccess?
- Color and movement attract attention
- a brightly colored package or display is more likely to receive attention
- Are also important in ads
Stimulus factors:
What is “Position” in the attention proccess?
Position is the placement of an object in physical space or time
What are important implications regarding the position of physical stores and print ads?
Physical stores
- items that are easy to find or stand out, are more likely to attract attention (e.g. end-caps and kiosks=)
Print ads:
- High impact zones in print ads, tend to be toward the top left portion of the ad
Stimulus factors:
What is important about “contrastt and expectations”?
- Consumers pay more attention to stimuli that contrast with their background
- Expectations drive perceptions of contrast
- Ads that differ from expectations for a product category often motivate more attention
Stimulus factors: Contrast and expectations
What is “adaption level theory”?
Adaptation level theory
- suggests that if a stimulus doesn’t change over time
- we habituate to it and begin to notice it less
Individual factors:
What are “motivation” and “ability”`?
Motivation
- Drive state by cosumer interests and needs
- Product involvement indicates motivation or interest in a specific product category
Individual factors: What are “motivation” and “ability”`?
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.
Situational factors: What are “Clutter” and “Program involvement”`?
Clutter:
- Represents the density of stimuli in the environment
- Cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display
Situational factors: What are “Clutter” and “Program involvement”`?
Program involvement:
- Refers to the how interested viewers are in the program
- Program involvement has a positive effect on attention (see graph on the next slide)
What is the effect of high program involvement on attention?
High involvement increasses the effect on
- recalll readiing ad
- rating ad as believable
- rated ad as effective
- bought advertised product
When does non-focused attention occur
occurs when a person takes in information without deliberate effort:
- hemispheric lateralization and
- subliminal stimuli
What is Hemispheric Lateralization ?
What does the left and ride side of the brain do?
Hemispheric Lateralization refers to activities that take place on each side of the brain
- left: controls activities related to rational though
- Right: deals with images and impressions
What is a subliminal stimuli?
= is a message presented so quickly, softly, or masked by other messages that the receiver is not consciously aware of seeing or hearing it
What does subliminal ad do?
- hides key persuasive information within the ad by making it so weak
- that it is difficult or impossible for someone to physically detect
Attention:
What are the features of individual and situational factors of attention ?
Individual:
- Motivation
- Ability
Situational
- Clutter
- Program Involvement
