CHAPTERCHAPTER 88

PERCEPTIONPERCEPTION

The Nature of PerceptionThe Nature of Perception

ExposureExposure

1.1. Selective ExposureSelective Exposure

• The highly selective nature of consumer exposureexposure is a major concern for marketers, since failure to gain exposureexposure results in lost communication and sales opportunities.

2.2. Voluntary ExposureVoluntary 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.

Types of Exposure

AttentionAttention

Attention Attention is determined by three factors:

1.1. Stimulus FactorsStimulus Factors

• Are physical characteristics of the stimulus itself

2.2. Individual FactorsIndividual Factors

• Are characteristics which distinguish one individual from another

3.3. Situational FactorsSituational Factors

• Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

AttentionAttention

SizeSize IntensityIntensity Attractive VisualsAttractive Visuals Color and MovementColor and Movement PositionPosition IsolationIsolation FormatFormat Contrast and ExpectationsContrast and Expectations InterestingnessInterestingness Information QuantityInformation Quantity

Stimulus Factors

AttentionAttention

Contrast and ExpectationsContrast and Expectations

Consumers pay more attention to stimuli that contrast with their background.

Expectations drive perceptions of contrast. Ads that differ from expectations for a product category often motivate more attention.

Adaptation level theoryAdaptation level theory suggests that if a stimulus doesn’t change over time we habituate to it and begin to notice it less.

Stimulus Factors: A Closer LookStimulus Factors: A Closer Look

This billboard ad provides This billboard ad provides contrast for enhanced attention.contrast for enhanced attention.

AttentionAttention

MotivationMotivation

AbilityAbility

Individual Factors

AttentionAttention

ClutterClutter

Program InvolvementProgram Involvement

Situational Factors

AttentionAttention

Program InvolvementProgram Involvement

Program involvement refers to interest in the program or editorial content surrounding the ads.

Program involvement has a positive influence on attention (see graph).

Situational Factors: A Closer LookSituational Factors: A Closer Look

Source: 1”Cahners Advertising Research Report 120.1 and 120.12 (Boston: Cahners Publishing, undated).

InterpretationInterpretation

Three aspects of interpretationThree aspects of interpretation:

1. It is generally a relative process rather than absolute, referred to as perceptual relativityperceptual 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 affective “emotional” process.

• Cognitive interpretationCognitive interpretation is a process whereby stimuli are placed into existing categories of meaning.

• Affective interpretationAffective interpretation is the emotional or feeling response triggered by a stimulus such as an ad.

InterpretationInterpretation

Interpretation is determined by three Characteristics Interpretation is determined by three Characteristics :

1.1. Individual CharacteristicsIndividual Characteristics

2.2. Situational CharacteristicsSituational Characteristics

3.3. Stimulus CharacteristicsStimulus Characteristics

InterpretationInterpretation

Individual CharacteristicsIndividual Characteristics

TraitsTraitsPhysiological and psychological traits

drive our needs and desires. These traits influence how a stimulus is interpreted.

PhysiologicallyPhysiologicallyConsumers differ in their sensitivity to

stimuli, e.g., taste.

PsychologicallyPsychologicallyConsumers have natural cognitive,

emotional, and behavioral predispositions, e.g., affect intensity.

InterpretationInterpretation

When it comes to marketing, “what you see is not what you get.” That’s because interpretation often requires consumers to make inferences.

An inference inference goes beyond what is directly stated or presented.

Consumers use available data and their own ideas to draw conclusions about information that is not provided.

Consumer Inferences

Quality signals include:Quality signals include:

• Price-perceived quality

• Advertising intensity

• Warranties

•Country of origin (COO)

•Brand name

InterpretationInterpretation

Some product quality inferences are consistent across consumers and are termed quality signals.

Quality signals tend to operate more strongly when consumers lack the expertise, when involvement in the decision is low, and when other quality-related information is lacking.

Consumer InferencesConsumer Inferences

Quality SignalsQuality Signals