Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 08

CHAPTER 08 Perception McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved 8-2 Learning Objectives Describe the nature of perception and its relationship to consumer memory and decisions Explain exposure, the types of exposure, and the resulting marketing implications Explain attention, the factors that affect it, and the resulting marketing implications Explain interpretation, the factors that affect it, and the resulting marketing implications Discuss how perception can enhance strategies for retailing, branding, advertising, and packaging 8-3 Consumer Behavior In The News… Now THAT’S Heavy!  Can you guess which part of a product package is perceived as suggesting “heavier” versus “lighter”?  First – Bottom versus Top?  Second – Left versus Right? Source: X Deng and B Kahn, “Is Your Product on the Right Side?” Journal of Marketing Research, December 2009, 725-738 8-4 Consumer Behavior In The News… Now THAT’S Heavy!  Can you guess which part of a product package is perceived as suggesting “heavier” versus “lighter”?  Bottom-right – is correct…these are considered “heavy” locations…  Implication - when weight is positive (cookies = more is better), putting a product picture in heavy package locations creates highest attitude Source: X Deng and B Kahn, “Is Your Product on the Right Side?” Journal of Marketing Research, December 2009, 725-738 8-5 The Nature of Perception 8-6 Exposure Types of Exposure 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 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 8-7 Exposure Selective Exposure and DVRs  DVRs in 40% of U.S Households  DVR may increase ad avoidance although evidence is mixed  Strategies to adapt in a DVR world      Ad compression Still-frame ads Hybrid ads Interactive ads Dynamic ad placement 8-8 Attention Attention is determined by three factors: Stimulus Factors • Are physical characteristics of the stimulus itself Individual Factors • Are characteristics which distinguish one individual from another Situational Factors • Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment 8-9 Attention Stimulus Factors  Size  Intensity  Attractive Visuals  Color and Movement  Position  Isolation  Format  Contrast and Expectations  Interestingness  Information Quantity 8-10 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 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 8-19 Interpretation Three aspects of interpretation: interpretation It is generally a relative process rather than absolute, referred to as perceptual relativity relativity It tends to be subjective and open to a host of psychological biases It can be a cognitive “thinking” process or an affective “emotional” process 8-20 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 8-21 Interpretation Interpretation is determined by three Characteristics : Individual Characteristics Situational Characteristics Stimulus Characteristics 8-22 Interpretation Individual Characteristics  Traits  Learning and Knowledge  Expectations 8-23 Interpretation Individual Characteristics 8-24 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 through their experiences with them Color is used in the Wrigley’s ad to mean “icy and cool.” 8-25 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 product with an unknown brand name Brands create expectations and can thus bias perceptions 8-26 Interpretation Situational Characteristics  The situation provides a context within which the focal stimulus is interpreted  The contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus 8-27 Interpretation Stimulus Characteristics  Traits  Organization    Proximity Closure Figure-Ground  Changes   Sensory Discrimination JND 8-28 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 ©Christopher Kerrigan 8-29 Interpretation Consumer Inferences  Quality Signals  Interpreting Images  Missing Information and Ethical Concerns 8-30 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 8-31 Video Application The following Video Clip demonstrates how UPS considered the use of color, along with creating a new logo design, to better define what UPS does! 8-32 8-33 8-33 [...]... ©Christopher Kerrigan 8-29 Interpretation Consumer Inferences  Quality Signals  Interpreting Images  Missing Information and Ethical Concerns 8-30 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 8-31 Video Application The... Characteristics  Traits  Learning and Knowledge  Expectations 8-23 Interpretation Individual Characteristics 8-24 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 through their... in the Wrigley’s ad to mean “icy and cool.” 8-25 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 product with an unknown brand name Brands create expectations and can thus bias perceptions 8-26... play a role in consumer interpretation independent of the actual stimulus 8-27 Interpretation Stimulus Characteristics  Traits  Organization    Proximity Closure Figure-Ground  Changes   Sensory Discrimination JND 8-28 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...Attention Stimulus Factors: A Closer Look Color and Movement Color and movement attract attention Color and Size Impact on Attention1 A brightly colored package or display is more likely to received attention Color and movement are also important in ads Source: 1”How Important is Color to an Ad?” Starch Tested Copy February 1989,... time In retail stores, items that are easy to find or stand out are more likely to attract attention, such as end-caps and kiosks High impact zones in print ads in the U.S tend to be toward the top left portion of the ad End-caps provide a way to capture the shopper’s attention 8-12 Attention Stimulus Factors: A Closer Look Contrast and Expectations Consumers pay more attention to stimuli that contrast... Report 120.1 and 120.12 (Boston: Cahners Publishing, undated) 8-16 Attention Nonfocused Attention  Hemispheric lateralization  Subliminal Stimuli 8-17 Attention Nonfocused Attention Hemispheric Lateralization refers to activities that take place on each side of the brain The left side of the brain controls activities related to rational thought The right side of the brain deals with images and impressions... for someone to physically detect Subliminal advertising has been the focus of intense study and public concern 8-19 Interpretation Three aspects of interpretation: interpretation 1 It is generally a relative process rather than absolute, referred to as perceptual relativity 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... 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 over time we habituate to it and begin to notice it less This billboard ad provides contrast for enhanced attention 8-13 Attention Individual Factors  Motivation  Ability 8-14 Attention Situational Factors  Clutter  Program Involvement ... Interpretation Consumer Inferences  Quality Signals  Interpreting Images  Missing Information and Ethical Concerns 8-30 Perception and Marketing Strategy  Retail Strategy  Brand Name and Logo... perception and its relationship to consumer memory and decisions Explain exposure, the types of exposure, and the resulting marketing implications Explain attention, the factors that affect it, and. .. 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 through their experiences