Consumer Behavior J' Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Eight (Hawkins)
• Perception

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Perception Defn

• Information processing is a series of activities
  by which stimuli are _____________________________
  _________, and stored.
• Perception consists of the first three stages of
  information processing __________________________
  ____________.

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Info Processing Perception



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Exposure (1st Step of Perception)

• Defn when a stimulus is within ones
  ___________________________________.
• Exposure provides the opportunity for
  ___________________________________.
• Exposure can be _______ or ____________.

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Selective Exposure

• A major concern for marketers, since failure
  results in __________________________.
• Examples

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Marketing Techniques to Combat Ad Avoidance

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Attention (2nd Step of Perception)

• when stimulus ____________________________________
  __ for processing.
• Attention requires ________________________
  toward information processing.
• Attention can be _____________________.

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Techniques to Capture Attention

• Size
• Intensity
• Attractive Visuals
• Color and Movement
• Position (in store or print ad)
• Isolation
• Format
• Contrast and Expectations
• Interestingness
• Information Quantity

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Interpretation (3rd Step of Perception)

• the assignment of ____________________.
• Interpretation relates to how we
  ____________________________ incoming
  information.
• Interpretation is influenced by characteristics
  of the ________, the __________ the _________.

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Consumer Inferences

• Interpretation often requires ____________________
  ___________.
• An inference goes beyond what is
  __________________________________.
• Consumers use ___________________________ to draw
  conclusions about information that is not
  provided.

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Perception Marketing Strategy

• Retailers set store layout to ____________________
  ______________________.
• Advertisers use __________________ to gain
  attention.
• __________________________ helps gain attention.
• ___________ are chosen to convey meaning.
  (interpret)
• _______________ give new products lines a jump on
  image. (interpret)