Perception & attention: Senses Flashcards
Unconscious processing of web advertising (Yoo, 2018)
- directed/explicit attention group - reading the content of the web page.
- non-directed/implicit - looked at the design of the website.
- control - didn’t see the website.
Tasks:
- stem completion task: implicit memory better for both attention groups; ad recall better for explicit.
- attitude ratings of brands: both attention groups more favourable.
- consideration set when purchasing: both attention groups included banner ads.
Perception
How individuals deal with sensory info.
- cue for memory.
Sensation (attention)
- > meaning (interpretation)
- > perception.
The senses: taste
Marketers conduct testing phase to establish best formulation.
Project Kansas: piloted sweeter drinks using tests and focus groups.
- 10-12% unhappy with new formulas as coca-cola - challenging loyalty.
- sweeter formulation preferred and introduced.
- campaign led against new taste.
- reintroduction of old formula.
- didn’t acknowledge loyalty or realise success from sensation transference.
Dunbow & Childs (1998) - gradually changed taste which generally went unnoticed.
The senses: taste - Weber’s law
Coca-cola marketers ignored Weber’s law:
- negative changes - should be small/indiscernible.
- positive - enough to be perceived but not too much.
The senses: smell
Olfactory bulb connected to limbic system - linked to emotions.
- Herz (1998): sense evoke memories, but scents more emotional ones.
The senses: smell - types of scent
- marketer scent = used as promotional tactic (eg. baking smell in new home).
- product scent = perfumes, air fresheners etc.
- ambient scent = present in retail to influence buying behaviours.
(eg. Hirsh, 1995 - las vegas casinos pleasantly scented = 45% more sales).
The senses: smell - theories why scents influence shopping behaviour
- mood theory: react to environment by avoiding or approaching.
- pleasant scent = more likely to approach. - cognition theory: display greater attention to products when exposed to pleasant scents.
The senses: smell - mixed findings
Douce et al (2013) - chocolate shop in bookstore.
- pre-tests - 20 confirmed pleasant; 48 did not notice until mentioned; 36 identifies cookbooks and romance as congruent; history and crime as not.
- field tests - 10 days in chain book store; positive effect on approach (examining, lingering etc) and buying behaviours for congruent books. Negative effect for incongruent - did not carry through to sales.
Krishna et al (2010):
- warm scents = vanilla, cinnamon.
- cool scents = eucalyptus, peppermint - cooling packs infused, perceived more effective.
Thought to be due to semantic congruency.
The senses: touch
McCabe et al (2003): more likely to purchase if can touch the product.
- ASDA removed wrapping from several toilet roll brands - sales of own brand increased.
The senses: sound
Bruner (1990): “music can influence mood” - influence consumer behaviour.
Gorn (1993): “can influence evaluation of products: - provided unaware of influential music.
Chebat (2001): “tempo could be used to increase sales” - provided used appropriately.
If noticeable - could backfire (like product placement).
The senses: vision
Wiedel & Pieters (2007): visual system centrally implicated in learning, decision making, behavioural implementation etc.
- relatively little research devoted to it’s role in marketing.
The senses: vision - Gestalt theories
Gestalt theories = argues humans are biased toward seeing distinct forms.
- law of closure: tend to fill in missing info, in the process more likely to focus on the stimulus.
- law of similarity: tendency to group similar looking items (eg. coca cola and other brands of cola).
- law of proximity:object close together tend to be perceived as belonging together.
The senses: vision - effect of colour
Orange’s mobile campaign: to move phones from business to everyday use.
- brand conceived as - warm, friendly, optimistic.
- using colour orange made it memorable.
- within 2 weeks: 45% awareness in UK achieved.
Despite importance, little is known about influence of colour (Latomia & Happ, 1987).
Gyr, Heat & Larios (2010): questionnaires, eye tracking and interviews found:
- colour appeal affects trust and satisfaction; trust and satisfaction are strong predictors of e-loyalty.
- all cultures dislike yellow schemes, Germans prefer blue, Canadian prefer grey.
- no difference in time spent viewing schemes.
- interviews revealed colour appeal produces feelings of beauty, positive emotions (eg. warm, fun) etc.
Mere exposure effect = effect of seeing something briefly
Zajonc (1968) - “mere exposure to a stimulus is a sufficient condition for enhancement of attitude”.
- previously seen items are processed more fluently.
- individuals generate positive cognitions based on their experience of fluency.
Mere exposure: the internet
Lingaard et al (2006): rating liking for 100 web pages seen for 500ms.
2nd time seen for reliability.
- rating = reliably same.
Halo effect: Fang, Sing and Alywahlia (2007): building first impressions.
- the more you like something initially, the more the halo effect builds.
