Lecture Consumer behaviour: Chapter 8 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 8 Perception
• How consumers process information
• Different steps involved in information processing
• Factors that influence this process
• Implications of perception for retail, brand and

communication strategies

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8–1


The Nature of Perception
• Exposure
• Attention
• Interpretation
• Memory
–
–

short-term
long-term

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8–2


Information Processing for Consumer
Decision Making

Perception

Exposure
Deliberat
e

Random

Lowinvolvemen
t

Attention

Highinvolveme
nt

Low- Interpretation Highinvolveme
involvemen
nt
t

Shortterm
Active
problem
solving

Memory

Longterm
Stored

experiences,
values, decisions,
rules etc.

Purchase & consumption decisions
8–3


Exposure
• Occurs when a stimulus comes within range of our

sensory receptor nerves
• Deliberate exposure to stimuli
–

consumers seek information that will help achieve certain
goals



immediate
long-range

• Random exposure to stimuli

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8–4

Attention Paid to Prime-Time TV Ads

8–5
8–5


Attention
• Occurs when stimulus activates one or more

sensory receptor nerves and the resulting
sensations go to the brain for processing
• Determined by:
–
–
–

stimulus
individual
situation

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8–6


Stimulus Factors
• Size and intensity
–

insertion frequency

• Colour and movement
• Position
• Isolation
• Format
• Contrast
–

adaptation level theory

• Compressed messages
• Information quantity—information overload

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8–7


The Impact of Advertisement Size

8–8
8–8


Attention (cont.)
• Individual factors
–
–

Interest

Need

• Situational factors
–

Involvement (see following 2 slides)

• Non-focused attention
–
–

Hemispheric lateralisation
Subliminal stimuli

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8–9


Involvement and Magazine Advertising
Effectiveness

8–10
8–10


Involvement in a Television Program and
Advertising Effectiveness

8–11

8–11


Determinants of Interpretation

8–12
8–12


Interpretation
• Cognitive interpretation
–
–

process of adding meaning
from existing knowledge



semantic meaning
psychological meaning

• Affective interpretation
–

processing and adding meaning by feeling

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8–13

Encouraging Cognitive Interpretation

8–14
8–14


Interpretation (cont.)
• Individual characteristics
–
–

learning
expectations

• Situational characteristics
–
–

e.g. hunger,moods, temperature etc.
proximity

• Stimulus characteristics
–

semiotics

• Misinterpretation of marketing messages

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–15


Perception and Marketing Strategy
•
•
•
•
•

Retail strategy
Brand name and logo development
Media strategy
Advertisement and package design
Warning labels and package designs

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8–16


Perception and Marketing Strategy
(cont.)
• Advertising evaluation; measures of:
–

Exposure


–

Attention


–

It must be attended to by the consumer

Interpretation


–

It must reach the consumer

It must be interpreted correctly

Memory


It must be stored and retrievable

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–17


Perception and Marketing Strategy

(cont.)
• Perceptions of marketing messages and ethics
–

Ethics of the ads


–

e.g. Heart tick can’t be used by all ‘healthy’ foods

Advertising aimed at children



Children can’t always distinguish between ads and programs
More research required

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–18


Retail Strategy
• Store layout
–
–

Cold and hot zones
Traffic and islands

• Lighting and fitout
• Placement of products on shelves
–
–

Eye levels (for adults and for children!)
Number of facings to maximise visual impact

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8–19


Media Strategy
• Random approach
–

to reach where the target market may be

• Selective approach
–
–

to reach where the target market is
focused media

• Advertisements
–

utilise stimulus characteristics

• Package design

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–20


Advertising Evaluation
• Exposure
–

physically reach target market

• Attention
–

attended to by the consumer

• Interpretation
–

properly interpreted

• Memory
–

stored, so it is retrieved under the proper circumstances

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–21


Next Lecture…
Chapter 9:
Learning and Memory

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

8–22