Perception & Attention Flashcards
Perception
Ability to see, hear or become aware of something through the senses
Taste: Project Kansas Test
Marketers normally conduct taste tests to establish how to formulate their product.
Project Kansas Taste Test - piloted sweeter drink, 10-12% did not like the taste, However, New coke was introduced in 1985.
Campaign against new taste, led to going back to the old formula.
Success of the brand came from sensation transference.
Dublow & Childs (1998) gradually changed to sweeter drink and no one generally noticed.
Weber’s Law and Coca Cola
Ignored a just noticeable difference.
Negative changes: Reduction in size & increased price should be small enough to not be noticed.
Positive changes (improved packaging or taste) enough to be perceived but not too much
Smell: Why might scents influence Shopping Behaviour
Herz (1998) - senses evoke equally accurate memories but scents evoke more emotional ones.
Moody Theory - Individuals react to an environment by either approaching it or avoiding it. Pleasant scent will engage in emotional in evolvement
Cognition Theory - display greater attention to products when exposed to pleasant scents.
Little evidence for mood theory, but some for cognitive (Bone and Ellen 1999).
Hirsch 1995
Spangeberg et al 2005
Hirsch (1995) scented Las Vegas casinos - 45% more sales
Spangenberg et al (2005) when scent & music congruent products more positively evaluated
Douce et al 2013
Used chocolate ambient in bookshop
Pre Tests: 20 people confirmed scent was pleasant
48 didn’t notice until mentioned
36 identified cookbooks and romantic novels.
Approach behaviours Included: Examining multiple books, lingering in store and chatting to store personnel.
Goal directed behaviours included: Searching for specific book, going to cash register, asking about product upon arrival.
Findings and Conclusions:
Positive effect of chocolate scent on approach and buying behaviour
Negative effect for incongruent books
Did not carry through to total sales.
Touch McCabe et al (2003)
Consumers are more likely to purchase products (clothing) if able to touch.
Asda removed wrapping to compare and own brand sales increased.
Sound
Bruner (1990): music can influence mood, inturn can influence consumer behaviour.
Chebat 2001: Tempo of music could be used to increase sales, if used appropriately
Gestalt Theories
Law of similarity - people tend to group similar looking objects. (Cola)
Proximity: objects close together tend to be perceived as belonging together.
Orange;s Mobile Campaign
Aim: move to everyday use than business
Using colour orange portrayed being warm and friendly. this allowed the campaign to become memorable and impactful quickly.
Within two weeks 45% awareness of brand in UK had been achieved.
Colour
Despite its importance little is known about the influence of colour in advertising. (Latomia & Happ 1987).
Colour - Cyr, Head & Larios (2010)
Conclusions
- Colour appeal affects trust and satisfaction
- Trust & Satisfaction are strong predictors of E-Loyalty
- No differences in time spent viewing colour schemes
- Interviews revealed that colour appeal produces feelings of beauty, positive emotion, harmony.
Mere Exposure Effect
Zajonc (1968) mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude toward it.
Lindgaard’s (2006) experiments - appeal decisions made reliably in 50ms, supporting evidence from research on perception.
Boundary limitations of mere exposure.
Create Halo Effects, Build on halo effects you need to like a website/advertisement first.
Halo Effect
Fang, Sing & Aluwahlia (2007).
The more you like something initially, the more the halo effect builds.
Just & Carpenter (1980)
Eye mind hypothesis: no lag between what is fixated and what is processed.
