CHAPTER EIGHT

Perception

Information Processing for

Consumer Decision Making

CHAPTER

The Nature of Perception

Exposure: when a stimulus comes within
range of our sensory receptor nerves
Random vs. Deliberate

Attention: when the stimulus activates one or

more sensory receptor nerves and the resulting
sensations go to the brain for processing
Low vs. High Involvement

Interpretation: the assignment of meaning to

sensations
Low vs. High Involvement
CHAPTER

Consumer Insight 8-1

What ethical questions, if any, do you see in
using product placement as a marketing tool?
Are your feelings the same across all product
categories?
Are there unique issues and perhaps rules that
should govern product placements in movies
targeting children?
How could a marketer determine how much to
pay for a brand placement in a particular
movie or television program episode?

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Stimulus Factors
Size and Intensity influence the
probability of paying attention

Color and Movement serve to attract

attention

Position placement of the object in a

persons visual field

CHAPTER

The Impact of Size

on Advertising Readership

CHAPTER

CHAPTER

Color and Size Impact on Attention

Stimulus Factors
Isolation the separation of a stimulus object
from other objects

Format manner in which the message is

presented

Contrast the tendency to attend more

closely to stimuli that contrast with their
background

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CHAPTER

Use of Isolation and Contrast

10

Individual Factors
Interest a reflection of overall lifestyle
and the ability to attend to information

Need reflection of long-term goals and

plans and their short-term needs

CHAPTER

11

Situational Factors
Program Involvement:

CHAPTER

Involvement with a Magazine and

Advertising Effectiveness

12

CHAPTER

13

Nonfocused Attention
Hemispheric Lateralization activity
that takes place on each side of the brain

Subliminal Stimuli a message that is

presented so fast that one is not aware of
seeing or hearing it

CHAPTER

14

Determinants of Interpretation
Individual
characteristics

Stimulus
characteristics

Situational
characteristics

CHAPTER

Interpretation:
Gestalt

Cognitive
Affective

Interpretation

15

The assignment of meaning to sensations

Cognitive interpretation process

whereby stimuli are placed into existing
categories of meaning

Affective interpretation the

emotional or feeling response triggered
by a stimulus such as an ad

CHAPTER

Interpretation Characteristics

16

Individual:
Learning
Expectations
Situational:
Contextual Priming
Stimulus:
Sensory Discrimination

CHAPTER

Interpretation Extended

17

Interpreting Images What does this

mean?

Consumer Inferences the process by

which consumers assign a value to an
attribute or item not contained in an ad
on the basis of other data in the ad

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Impact on Marketing Strategy

18

CHAPTER

Impact on Retailers
Brand Name and Logo Development
Effective Media Strategy
Advertisement and Package Design
Warning labels and Disclaimers
Evaluating Advertising effectiveness
Ethical Concerns

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CHAPTER

Logos Influence on Image

Group Exercise:
Discussion questions #37 & 38

20

Break into groups of three

Present your brand name and logos
of the five items to the group
Have the group discuss their
perceptions of your brand
Discuss differences in your
intentions and perceptions
CHAPTER

21

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Exposure to Magazines

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Consumer Insight 8-2

How does ambush marketing work?
Ambush marketing does what harm, if
any?

What ethical issues, if any, arise in

ambush marketing?

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