JM602 Consumer Behaviour

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JM602Consumer Behaviour

• Lecture 8 Perception

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(No Transcript)
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Material in these slides

• Primarily drawn from
• Neal, Quester and Hawkins (2005). Consumer
  behaviour Implications for marketing strategy
  (4th ed). McGraw-Hill Irwin Queensland

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A model of consumer behaviour
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Perception

• How do consumers process information?
• What are the different steps involved in
  information processing?
• What factors that influence this process?
• What are the implications of perception for
  retail, brand and communication strategies?

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Perception

• Those activities by which an individual acquires
  and assigns meaning to stimuli
• Is also referred to as information processing

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What are the different steps involve in
perception?

• Exposure
• Attention
• Interpretation
• Memory
• short-term
• long-term

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Information processing for consumer decision
making
Perception
Exposure
Deliberate
Random
Attention
Low- involvement
High- involvement
Interpretation
High- involvement
Low- involvement
Memory
Short-term
Long-term
Stored experiences, values, decisions, rules etc.
Active problem solving
Purchase consumption decisions
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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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Attention

• Occurs when stimulus activates one or more
  sensory receptor nerves and the resulting
  sensations go to the brain for processing
• Selective process

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Attention Paid to Prime-Time TV Ads
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Attention

• Determined by
• stimulus
• individual
• situation

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What stimulus factors influence this process?

• Size and intensity
• larger stimuli are more likely to be noticed
• Larger copy is more likely to be noticed
• insertion frequency is important

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The Impact of Advertisement Size
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Stimulus factors

• Colour and movement
• Brightly coloured better than dull
• 4 colour better than 2
• Impact of contrast is important

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Stimulus factors

• Position
• Placement in persons visual field
• Placed in centre more likely to be noticed
  (eye-level space)
• First to air television commercial fares better
  than last to air
• Isolation
• Separation of stimulus object from other objects

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Stimulus Factors (cont.)

• Format
• Simpler, the better
• Elements that increase effort to process message
  tend to decrease attention
• Lack a clear visual reference point can be
  problematic
• However, is individual

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Stimulus factors

• Contrast
• Attend more closely to stimuli that contrast with
  background
• Attend more closely to advertisements that are
  different to what we expect
• Adaptation level theory (volume)
• Compressed messages
• Information quantityinformation overload

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Attention (cont.)

• Individual factors
• Interest
• Need
• Situational factors
• Involvement

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Involvement and Magazine Advertising Effectiveness
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Involvement in a Television Program and
Advertising Effectiveness
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Non-focused attention

• Subliminal stimuli

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Determinants of Interpretation
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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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Encouraging Cognitive Interpretation
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Interpretation (cont.)

• Individual characteristics
• Learning (learned meanings)
• expectations
• Situational characteristics
• e.g. hunger,moods, temperature etc.
• proximity
• Stimulus characteristics
• Sets the basic structure to which an individual
  responds

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Perception and Marketing Strategy

• Retail strategy
• Brand name and logo development
• Media strategy
• Advertisement and package design
• Warning labels and package designs
• Advertising evaluation
• Regulation of advertising and packaging

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Retail Strategy

• Store layout to increase exposure
• Lighting and fitout
• Placement of products on shelves
• Eye levels (for adults and for children!)
• Number of facings to maximise visual impact
• Use of referent pricing

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Brand name logo development

• Affects the way the product/service is perceived
• Concrete terms with relevant, established visual
  images tend to be easier to recognise and recall
• Consistency seems to be important

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Media Strategy

• Selective approach
• to reach where the target market is
• focused media
• Advertisements package design
• Must capture attention convey meaning
• utilise stimulus characteristics
• Tie message to topic target market is interested
  in

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Perception and Marketing Strategy (cont.)

• Advertising evaluation measures of
• Exposure
• It must reach the consumer
• Attention
• It must be attended to by the consumer
• Interpretation
• It must be interpreted correctly
• Memory
• It must be stored and retrievable

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Next Lecture

• Learning and Memory

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