Chapter 3 Consumer Behavior (PDF)

CHAPTER 3 Perception Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. PART III: INTERNAL INFLUENCES 8-2  Learning Ob...

CHAPTER 3 Perception Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. PART III: INTERNAL INFLUENCES 8-2  Learning Objectives L01 Describe the nature of perception and its relationship to consumer memory and decisions Explain exposure, the types of exposure, and the L02 resulting marketing implications Explain attention, the factors that affect it, and the L03 resulting marketing implications L04 Explain interpretation, the factors that affect it, and the resulting marketing implications L05 Discuss how perception can enhance strategies for retailing, branding, advertising, and packaging Figure 2.1 Perceptual Process We receive external stimuli through our five senses 2-4 The Nature of Perception 8-5  Exposure Types of Exposure 1. Selective Exposure 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. 2. Voluntary Exposure Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information. 8-6  Attention Attention is determined by three factors: 1. Stimulus Factors Are physical characteristics of the stimulus itself 2. Individual Factors Are characteristics which distinguish one individual from another 3. Situational Factors Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment 8-7  Attention Stimulus Factors Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity 8-8  Attention Stimulus Factors: A Closer Look Position Position is the placement of an object in physical space or time. High impact zones in print ads in the U.S. tend to be toward the top left portion of the ad. 8-9  Attention Stimulus Factors: A Closer Look 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 doesn’t change This billboard ad provides contrast for enhanced attention. over time we habituate to it and begin to notice it less. 8-10  Attention Individual Factors Motivation Ability 8-11  Attention Situational Factors Clutter Program Involvement 8-12  Attention Situational Factors: A Closer Look Program Involvement Program involvement refers to interest in the program or editorial content surrounding the ads. Program involvement has a positive influence on attention (see graph). Source: 1”Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated). 8-13  Attention Nonfocused Attention Hemispheric lateralization Subliminal Stimuli 8-14  Attention Nonfocused Attention Hemispheric Lateralization refers to activities that take place on each side of the brain. The left side of the The right side brain controls of the brain activities related to deals with rational thought. images and impressions. PASIEKA/SPL/Getty Images 8-15  Attention Nonfocused Attention Subliminal Stimuli A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it is call a subliminal stimulus. 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. 8-16  Interpretation Three aspects of interpretation: 1. It is generally a relative process rather than absolute, referred to as perceptual relativity. 2. It tends to be subjective and open to a host of psychological biases. 3. It can be a cognitive “thinking” process or an affective “emotional” process. 8-17  Interpretation Cognitive interpretation is a process whereby stimuli are placed into existing categories of meaning. Affective interpretation is the emotional or feeling response triggered by a stimulus such as an ad. Jack Link’s Uses Affective Interpretation YouTube Spotlight 8-18  Interpretation Interpretation is determined by three Characteristics : 1. Individual Characteristics 2. Situational Characteristics 3. Stimulus Characteristics 8-19  Interpretation Individual Characteristics Traits Learning and Knowledge Expectations 8-20  Interpretation Individual Characteristics Physiological and psychological traits drive our nTraits eeds and desires. These traits influence how a stimulus is interpreted. Psychologically Physiologically Consumers have natural Consumers differ in their cognitive, emotional, and sensitivity to stimuli, e.g., taste. behavioral predispositions, e.g., affect intensity. 8-21  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 Color is used in the Wrigley’s ad through their experiences to mean “icy and cool.” with them. 8-22  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 Brands create expectations and product with an unknown brand can thus bias perceptions. name. 8-23  Applications in Consumer Behavior Stimulus Characteristics: A Closer Look Traits This McDonald’s billboard is designed like a clock and is “interpreted” as telling consumers when it is “time” for various McDonald’s products. 8-24  Perception and Marketing Strategy Retail Strategy Brand Name and Logo Development Linguistic Consideration Branding Strategies Logo Design and Typographics Media Strategy Advertisements Package Design and Labeling 8-25  Develop a logo for any product. Justify your design. The logo should take into account the key benefits of the product and how you want target consumers to perceive and interpret the logo. you must articulate the perceptual principles you are using.