Perception Flashcards
What is information process?
A series of activities by which stimuli are perceived, transformed into information and stored.
What is perception?
The process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretations. Reality and consumer perceptions of that reality are often quite different.
Perception is the process by which people select, organize, and interpret these sensations.
What is the study of perception?
The study of perception focuses on what we add to these raw stimuli or sensations in order to give them meaning
What are the 4 stages of information processing?
A series of activities by which stimuli are perceived, transformed into information and stored. 4 Stages: Exposure Attention Interpretation Memory
Are consumers passive recipients of the marketing message?
- Individuals are not passive recipients of marketing messages.
- Consumers determine the messages they will encounter and notice as well as the meaning they will assign them.
- The fact that all aspects of the perception process are extremely selective is referred to as perceptual defenses
What forms Perception?
Exposure
Attention
Interpretation
What is exposure?
Occurs when a stimulus is placed within a person’s environment and comes within range of their sensory receptor nerves.
Explain exposure
- Provides consumers with the opportunity to pay attention to available information but no way guarantees it.
- Most of the stimuli to which individuals are exposed are “self-selected”.
- Consumers can be exposed to random stimuli through commercials, infomercials(800-numbers), billboards and display ads.
Name the 2 types of exposure?
Selective Exposure
Voluntary Exposure
What is selective exposure? (2)
- The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities.
- Technology has enabled consumers to increase selective exposure.
What is Voluntary Exposure? (2)
-.Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
Infomercials have been received positively by consumers, and impact early adopters and decision leaders.
What strategies can marketers use in helping with ad avoidance in a DVR world?
- Ad compression
- Still-frame ads
- Hybrid ads
- Interactive ads
- Dynamic ad placement
What are the terms Zipping, Zapping, and Muting?
- Zipping – occurs when one fast-forwards through a commercial
- Zapping – involves switching channels when a commercial appears
- Muting – is turning the sound off during commercial breaks
All 3 are mechanical ways for consumers to have ad avoidance
Define attention
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Attention generally decreases across repeated exposures, and repetition often increases recall
What 3 factors determine attention?
- Stimulus Factors
- Individual Factors
- Situational Factors
Attention is determined by three factors:
-Stimulus Factors
Are physical characteristics of the stimulus itself
- Individual Factors
Are characteristics which distinguish one individual from another. Ability – the capacity of individuals to attend to and process information
-Situational Factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
What are some of the stimulus factors that help with attention?
Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity
Attention (stimulus factors) Size
Larger stimuli are more likely to be noticed
Larger banner ads
Larger ads on printed paper
Attention (stimulus factors) Intensity
Loudness, brightness, length
The longer a scene is held on the screen, the more likely it will be noticed
Attention (stimulus factors) Attractive Visuals
More attracted to pleasant stimuli and repelled by unpleasant stimuli.
Attention (stimulus factors) Positions
Position
Position is the placement of an object in physical space or time.
In retail stores, items that are easy to find or stand out are more likely to attract attention, such as end-caps and kiosks.
High impact zones in print ads in the U.S. tend to be toward the top left portion of the advertisement.
End-caps provide a way to capture the shopper’s attention
Attention (stimulus factors) Isolation
Is separating a stimulus object from other objects Stand-alone kiosks Use of white on a page Placing an ad in the center of the page Radio – moment of silence
Attention (stimulus factors) Format
Refers to the manner in which the message is presented
Usually straight forward presentations receive more attention that complex presentations
Attention (stimulus factors) Interestingness
Is usually a individual characteristic
By using “tie-ins” to sporting events and movies appear to generate considerably more interest, attention, and sales than simple brand signs.
Attention (stimulus factors) Information Quantity
The number of cues used in ads about the product itself.
Attention (stimulus factors) Contrast 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.
Adaptation level theory suggests that if a stimulus does not change over time we habituate to it and begin to notice it less.
A billboard ad provides contrast for enhanced attention
How is color used as a stimulus factor?
Color and Size Impact on Attention1
Color and Movement
Color and movement attract attention.
A brightly colored package or display is more likely to received attention.
Color and movement are also important in ads.
Warm colors (red/yellow) are more arousing than cool colors.
What are some of the individual factors that work on attention?
Motivation
Ability
Attention (individual Factors)
Motivation
The drive created by consumer interest and needs.
Interests are a reflection of overall lifestyle as well as a result of goals and needs.
Attention (individual Factors)
Ability
Refers to the capacity of individuals to attend to and process information
Ability to relate to knowledge and familiarity.
Product knowledge experts can attend to more information, more quickly and more effectively.
What are some of the situational factors that work on attention?
Clutter
Program Involvement
How does the use of clutter play into attention situational factors?
Clutter:
Represents the density of stimuli in the environment
Usually occurs when there is an all-out effort to achieve environmental prominence
Too many point-of-purchase displays decreases the attention consumers pay to a given display
What is program Involvement?
Program involvement refers to interest in the program or editorial content surrounding the ads.
Program involvement has a positive influence on attention
What is focal stimuli and temporary characteristics?
Focal stimuli – ad or package
Temporary characteristics of the environment – time pressures or a crowed store
What is non-focused attention:
Stimuli may be attended to without deliberate or conscious focusing factors
Explain “Cocktail party effect”
“Cocktail party effect”
Suggests we are processing a host of stimuli at a subconscious level and mbrain evaluate this information to decide what wants deliberate and echanisms in our conscious attention
What is Hemispheric Lateralization?
Hemispheric Lateralization refers to activities that take place on each side of the brain.
Attention (Non-focused attention)
Subliminal Stimuli:
- A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing.
- A subliminal ad “hides” key persuasive information within the ad by making it so weak that it is difficult or impossible for someone to physically detect.
- Subliminal advertising has been the focus of intense study and public concern.
What is Interpretation?
the assignment of meaning to sensations:
How we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation
Can be a cognitive (thinking) process or an affective (emotional) proc
What is Cognitive Interpretation?
A process whereby stimuli are placed into existing categories of meaning
What is Affective Interpretation?
The emotional of feeling response triggered by a stimulus such as an advertisement
Consumers show higher emotional reactions to emotional advertisements
What are the 3 characteristics of interpretation?
Individual Characteristics
Situational Characteristics
Stimulus Characteristics
Interpretation (individual Characteristics)
Learning and Knowledge
- The meanings attached to such “natural” things as time, space, relationships, and colors are learned and vary widely across cultures.
- Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them.
Interpretation (individual Characteristics)
Expectations
Interpretations tend to be consistent with expectations, an effect referred to as the expectation bias.
Consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name.
Interpretation (situational characteristics)
The situation provides a context with which the focal stimulus is interpreted
Represents factors beyond the stimulus itself
The contextual cues (color and the nature of programming) presented in the situation play a role in consumer interpretation independent of the actual stimulus
Coca-Cola will not advertise during the news
Bad news could affect the interpretation of their products
Interpretation (stimulus characteristics) (3)
*Traits – size, shape, color
*Organization
Proximity
Closure
Figure-ground
*Changes
Sensory discrimination
JND
Explain Interpretation (consumer inferences)
- When it comes to marketing - “what you see is not what you get”
- Interpretation often requires consumers to make inferences.
- Inferences go beyond what is directly stated or presented.
- Consumers use available data and their own ideas to draw conclusions about information that is not provided.
Interpreting Image:
A picture is worth a thousand words not just because it may convey reality more efficiently than words but because it may convey meanings that words cannot adequately express
Interpretation (consumer inferences)
Missing information and Ethical Concerns
When data about an attribute are missing, consumers may assign it a value based on a presumed relationship between that attribute and one which data are available
Perception and Marketing Strategy
Retail Strategy
Interiors designed with frequently purchase items separated
Cross promotion
Pleasant smells
Perception and Marketing Strategy
Proximity
Ambush Marketing
Proximity
Refers to the fact that stimuli positioned close together are perceived as belonging to the same category
Ambush Marketing
Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event
Perception and Marketing Strategy
Explain: Brand Name and Logo Development Linguistic Consideration Branding Strategies Logo Design and Typo-graphics
Linguistic Consideration Semantic meanings (NutraSweet) Branding Strategies Brand extensions Logo Design and Typo-graphics Logo = new image Changing the form of the letters
Perception and Marketing Strategy Explain: Media Strategy Advertisements Package Design and Labeling
Media Strategy
Hard to expose to your target audience
Must select media key to your audience
Advertisements
Must capture attention and convey meaning
Often techniques for one product are often counter-productive for the other
Package Design and Labeling
Must attract attention and convey information
