Bài giảng Consumer Behaviour - Chapter 8 Perception

Chapter 8 PerceptionHow consumers process informationDifferent steps involved in information processingFactors that influence this processImplications of perception for retail, brand and communication strategies8–1The Nature of PerceptionExposureAttentionInterpretationMemoryshort-termlong-term8–2Information Processing for ConsumerDecision MakingPurchase & consumption decisionsExposureRandomDeliberateAttentionLow-involvementHigh-involvementInterpretationLow-involvementHigh-involvementMemoryShort-termLong-termActive problem solvingStored experiences, values, decisions, rules etc.PerceptionExposureOccurs when a stimulus comes within range of our sensory receptor nervesDeliberate exposure to stimuliconsumers seek information that will help achieve certain goalsimmediatelong-rangeRandom exposure to stimuli8–4Attention Paid to Prime-Time TV Ads8–5AttentionOccurs when stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processingDetermined by:stimulusindividualsituation 8–6Stimulus FactorsSize and intensityinsertion frequencyColour and movementPositionIsolationFormatContrastadaptation level theoryCompressed messagesInformation quantity—information overload8–7The Impact of Advertisement Size8–8Attention (cont.)Individual factorsInterest NeedSituational factorsInvolvement (see following 2 slides)Non-focused attentionHemispheric lateralisationSubliminal stimuli 8–9Involvement and Magazine Advertising Effectiveness8–10Involvement in a Television Program and Advertising Effectiveness8–11Determinants of Interpretation8–12InterpretationCognitive interpretationprocess of adding meaning from existing knowledgesemantic meaningpsychological meaningAffective interpretationprocessing and adding meaning by feeling 8–13Encouraging Cognitive Interpretation8–14Interpretation (cont.)Individual characteristics learningexpectationsSituational characteristicse.g. hunger,moods, temperature etc.proximityStimulus characteristicssemioticsMisinterpretation of marketing messages8–15Perception and Marketing Strategy Retail strategy Brand name and logo development Media strategy Advertisement and package design Warning labels and package designs8–16Perception and Marketing Strategy (cont.)Advertising evaluation; measures of:ExposureIt must reach the consumerAttentionIt must be attended to by the consumerInterpretationIt must be interpreted correctlyMemoryIt must be stored and retrievable8–17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPerception and Marketing Strategy (cont.)Perceptions of marketing messages and ethicsEthics of the ads e.g. Heart tick can’t be used by all ‘healthy’ foods Advertising aimed at childrenChildren can’t always distinguish between ads and programsMore research required8–18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRetail StrategyStore layoutCold and hot zonesTraffic and islands Lighting and fitoutPlacement of products on shelvesEye levels (for adults and for children!)Number of facings to maximise visual impact8–19Media StrategyRandom approachto reach where the target market may beSelective approachto reach where the target market isfocused mediaAdvertisementsutilise stimulus characteristicsPackage design8–20Advertising EvaluationExposurephysically reach target marketAttentionattended to by the consumerInterpretationproperly interpretedMemorystored, so it is retrieved under the proper circumstances8–21Next LectureChapter 9:Learning and Memory 8–22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins