CB_Feb_9_10_12_2015_wk5_247am

Exposure, Perception, Attention CB Exposure, Perception, and Attentional Processes / Mechanisms

CB Phenomenahttps://www.youtube.com/watch?v=rtOvBOTyX00Consistent phenomena: Feelings of timelessness (thousand years), loss of self-awarenessConsistent tropes: Outsiders, underdogs, impossible love (vampires and humans, etc.)

V Day QuestionsDid you receive an email? Email me if you have any questionsThe following slides are a few examples

HumorIs response to humor a good tell?Apparently it is, according to researchers (Li et al. 2009)The I*E, I*P as aspects that are immune to neural habituationSo it may have evolved as a way for women (or men) to indicate interest in deeper dimensions Proximate and ultimate causation

Hypergamy and HypogamyWhy do women generally marry up (hypergamy) while men generally marry down? Cashdan (1996): Women value well-educated, ambitious, and attractive men whereas men value young and attractive womenResources versus genes (relative variance attunement), Smart Unconscious BrainEighty-five percent of the women indicated that "As my status increases, my pool of acceptable partners decreases" (Townsend 1989). In contrast, 90% of men felt that "As my status increases, my pool of acceptable partners increases" (p.246).Well-educated, ambitious, attractive combos are rarer (non-overlapping Venns) than youth and attractive combos (overlapping Venns)See next slide

Why do we observe hypergamy & hypogamy?Non-overlapping Venns vs overlapping VennsPick any cutoff (e.g., Attractive means 7 and up/8 and up)Well-educated and ambitious + attractive becomes much rarer than young + attractive because the first pair is uncorrelated whereas the second pair is correlated (Attractive lawyers /doctors/scientists vs Attractive 20-39 year old of any education level (Prim or Sec or ITE or Poly or Uni or MD/MBA/MS or PhD)

Intellect and Marriage: Why The Gender Difference?For every 15-point increase in IQ score above the average, women's likelihood of marrying decreased by almost 60 percent (Taylor et al. 2005)But every extra 15 points in IQ increased men's chances of marrying (ibid, 2005)Relative variance attunement / adaptive mindsets resulting from evolutionary past (humans are moderately dimorphic compared to prairie voles) (also, for a modern account, see Brown and Lewis 2003 on Long-term/High Investment = Low Dominance)

CB PheromonesPheromones: Fact or fiction? Mixed experimental results for humans, but: Females prefer males whose major histocompatibility complex are opposite from their own (Another version of Opposites Attract albeit on physical level, MHC)Wedekind (1995) normals versus control (pill) groupPleasant smelling Almond or Vanilla scent

Forbidden Fruit EffectWhy do people want what they cannot have (a guy with gf)Signaling effect (parking lot phenomenon)Imagery (vicarious consumption)Why do people want what they dont have (someone who is not your bf, but single)Chase reflex (most mammals)Neural habituationDopamine production highest at 50% (not 100%) chance of obtaining rewards (fMRI study)

Wants Vs NeedsRegulatory Focus Theory (Higgins 1997)There are two different modes: Prevention focus, and Promotion focusNote that wants vs needs depends on your reference point (which can correlate with demographics like First World vs Frontier Markets)If you have this insight, what should you do as a manager? Lets say you are a marketing consultant to two brands: Victorias Secret and NationwideAny guesses?

Needs? Focus on PainNeed for financial securityNationwide Insurance Adhttps://www.youtube.com/watch?v=Gv3k07BvhGQhttps://www.youtube.com/watch?v=4YAhLvpt8TEhttps://www.youtube.com/watch?v=I3DVN7XMiQkThe consumer brain is wired to prevent pain as much as possibleSo your ads should focus on possible pain to drive consumers to avoid these (notice, even physical pain is used in ads)Place your ads on Law and Order, CSI (shows that make the consumer realize that things can go wrong)

Pain pathwaysPain pathways are overlapping for both physical pain (getting hit by granny in the Nationwide ad, getting hit by lightning) and other types of pain (pain of losing your car, pain of social loss, e.g., Panksepp 2003)

Pain is a mental eventThe physical body does not have to experience injury for the mind to feel painThus, showing ads in which

models get hammered is enoughto activate the pain-avoidancecircuits of the brain, and induceconsumer behavior to buy theproduct to prevent a loss

Goals? Focus on Pleasure, and other associates of pleasure (e.g., football, Christmas)E.g., Goal of attracting opposite sexChristmas ad of Victorias SecretSuperbowl ad of Victorias SecretThe consumer brain is wired to pursue pleasure (but only if needs are met!)So you want to fill your ads with positive images, as well as associates of other positive things (football, Christmas, etc.)Place your ads on football (e.g., Superbowl placement, Christmas TV Specials)

Consumer AbilityConsumer Knowledge and ExperienceAre you targeting novice consumers, or expert consumers?Experts want attributes (3.8 Liter V6 engine) whereas novices want you to describe the benefits (great power when accelerating, smooth shifting)Experts want finer categories (Vitamin-enriched shampoo for fine, frizzy hair) whereas novices want broader categories (Regular shampoo and Dandruff shampoo)Notice that stores targeting experts have finer categories (e.g., Sefora) than stores targeting novices (e.g., Wal-Mart)Note determining whether your segment is expert or novice depends on category: Men can be experts in cars and women can be novices, whereas the reverse is true with shampoos (women are experts)

Effect of Consumer Ability on PerceptionExperts in chess see the board in terms of an overall configuration or pattern (e.g., Ruy Lopez opening)Novice in chess see the board in terms of individual piecesAnalogy: Wing-T formation in football

Effect of Ability on ConsumptionMy friend, Andrew, is a band memberHe does not hear songs when the radio is onHe hears individual cymbals, individual drumbeats, and the mathematical relations between drumbeats in sequence

Effects of Ability on Consumption of SportsNovice consumers see a punchExpert consumers see a left hook, right uppercut, right jab, left 45, straight right coming from southpaw/orthodox stanceAnnouncers/magazine writers have to adjust to target segment level

Effects of Ability on Consumption of SportsNovice consumers see a playerExpert consumers see a point guard, a 2-guard, a small forward, power forward, and centerExperts: FG%, FT%, bpg, spg, assist-to-turnover ratio, defensive FG%, screens, pick-and-rollNovice: Just shoot the friggin ball

Other Examples of Ability Effects on ConsumptionWine (experts can taste subtle differences, and can even identify which vineyard the grapes came from)Colors (women see the two colors on the right side differently from men). Lets test it!Expertise comes from fashion?

Influence of Ability on Consumption and ProductionNot only do more educated consumers purchase different products (art, science, more complex movies and songs)They also produce products that command higher value in society

Cognitive StyleVisual Information, or Verbal?There are experiments that suggest men prefer visual information, and women prefer verbal information Cognitive Complexity if your consumer is cognitively complex, present both sides (do not present biased viewthe complex consumer cannot be fooled!), if your consumer is cognitively simple, present one side (presenting both sides can confuse the simple consumer). E.g., Porsche vs BMW

Consumer Opportunity9 digits versus 2 digits classic experiment (Shiv and Fedorikhin 1999)Why is this a case of consumer opportunity changing the quality of consumer decision making?

Consumer OpportunityConventional wisdom is to use an attractive endorserWhen should you not use an attractive endorser?Any guesses?Clue: Falls under Distraction in textbook2nd Clue: What are you less able to process, when you are processing something attractive?

When to not use attractive endorsersWhen you want consumers to increase their perceived probability of getting something bad (e.g., HIV)Seeing attractive models increase risk-taking and makes consumers short-sighted (Van den Bergh et al. 2007)The use of attractive models would have distracted consumers from the risk of HIV (rewards outweigh the costs), and consumers would not buy the product

Another TheoryMood-congruence Theory (Isen and Daubman 1985)When you are in a positive mood (when you see an attractive endorser), it is hard to remember negative information Attractive endorser, positive images in ad, all activate the brains reward system, and inhibits the brains fear system (LeDoux 2003)

Experience the Theory!In the next two classes, we will talk about exposure, attention, and perceptionThe next slide offers you several different ways of experiencing the theories that we will talk about next weekInsight: Perception is a creation of the mind. Sometimes its tied to reality, sometimes its 50% tied to reality, sometimes its 0% tied to reality. We will find out why.

Try these cool effects at home

Exposure, Attention, Perception

CB StoriesWeek 1: CB is caused by the brain/mind (not heart as Aristotle proposed)Week 2: Ways of acquiring knowledge Week 3: The role of experiments / scientific method in testing CB storiesWeek 4: The brain/mind is composed of Motivation, Ability, and OpportunityWeek 5: Stage Model view of processingStart with stages 1, 2, and 3 of processing: Exposure, Attention, and Perception

Stage Model of BrainStage 1: ExposureStage 2: AttentionStage 3: PerceptionStage 4: Short-term Memory EncodingStage 5: Judgment and Decision MakingStage 6: Long-term Memory EncodingStage 7: Long-term Memory Retrieval

Emotional programs (Panksepp 1998) and concepts (Goldstone 2001) can be activated at any given stage to influence CB processing

Exposure via Product PlacementSome consumers dislike advertisingSo marketers regularly place their products in movies, events, without saying anything about how good a product is https://www.youtube.com/watch?v=PrPV9o8HXvsDo they work?Lets look at two theories that can tell us a story

ExposureExposure occurs when consumers come into physical contact with the stimulusPhysical does not mean that consumers have to touch it, any contact with any of the five senses (visual, auditory, olfactory, gustatory, or tactile) is enough

Mere Exposure / Fluency TheoryZajonc (1968) showed that mere exposure to a stimulus, any stimulus, will increase liking for it

Mere Exposure / Fluency TheoryConsumers will tend to like a product, a brand name, or a brand logo the more times they see it, even if nothing good is said about the brandMandler (1987) showed that the ease of processing a stimulus (stuff) leads to likingThe more complex the stimulus, the more increased exposure helps in generating liking for the brand

Fluency depends on expectationEver wonder why strangers seem familiar? Why strangers are friendlier toward each other when they meet a second or third time in a place they are not expecting to meet? The unexpected ease of processing a strangers face may contribute to liking (Whittlesea and Williams 2001)Knowing this, how do you increase your own attractiveness?

Exposure and BeautyWhat is fluent is beautiful (Reber, Schwarz, and Winkielman 2004)http://psy2.ucsd.edu/~pwinkiel/reber-schwarz-winkielman-beauty-PSPR-2004.pdfWhen our mind feels that something is easy to process, it concludes that it is good for us (and hence beautiful)

AttentionCount the number of passes made by the white teamhttps://www.youtube.com/watch?v=IGQmdoK_ZfYThe effects of attention

Metaphor 1: Attention is a spotlightAttention is the process of devoting part of the consumers mental activity on a stimulusWe have just demonstrated that we can fail to devote attention to a stimulus that is right in front of our eyes (e.g., the gorilla)

AttentionAttention is most critical when your product is excellent on some product dimension, and you want your consumer to learn specific informationFor example, if you are a

computer maker that sells PCs at the same price as competitors, but with better specs, or with better specific specs (e.g., graphics)

Metaphor 2: Attention is a glueTreismans (1980) Feature Integration Theory proposes that attention is a glue that binds disparate parts of a stimulus (color, shape, orientation, movement) into a holistic unitWithout looking directly at a person, you might see a man with a moustache walking with a woman What might you see if you look at the person directly? (hence paying attention)

Attention is a glueYou would see that it is, in fact, a woman with a moustache

How about non-attended information in ads? Is non-attended information useless?NoChris Janiszewski (see example on book), my PhD mentor, published a paper called The Influence of Nonattended Material on the Processing of Advertising Claims Left and right hemisphere are best at processing different kinds of information (pictures versus words)

Hemispheric lateralizationLeft eye projects to right hemisphere of the brainRight eye projects to left hemisphere of the brain

How do consumers process ads they are exposed to?For peripheral vision, the right hemisphere (hence left visual field) is best at processing picturesLeft hemisphere (hence right visual field) is best at processing words Pictures should be placed to the left of the visual field Word arguments should be placed to the right of the visual field

HabituationNeural habituation occurs when consumers are exposed to too much attention-getting stimuli from different marketers, and consumers minds habituate, or stop responding, to packaging tactics (for example)Paradoxically, this can help private label brands, whose packaging is so simple, it actually attracts attention

PerceptionPerception is the process by which our brain generates a conclusion regarding the incoming stimuli that activates our sensory receptorsPerception is not performed by our sensory receptors (eyes, ears, or skin); it is performed by the brainThe sensory receptors are merely tools used by the brain to gather informationWe will demonstrate this in the following slides

Consumer Intuition About PerceptionI can notice changesChanges in priceChanges in product performanceChanges in amount of productAre consumers correct?Lets see if everyone can see the changes in the following videos

Changes below Just Noticeablehttp://www.gocognitive.net/demo/change-blindness

When do we perceive changes?Generally, it is easier to detect changes from 0 to 10 (of anything) than changes from 10 to 20Webers LawTextbook example: If consumers could notice that a 10-ounce product is bigger only if the increase is at least 1-ounce (i.e., to 11 ounces), how much do you need to increase a 50-ounce product? s/50 = .10 s = 5 ounces

Consumer marketing implicationsIf you need to save costs, you need to perform an experiment to figure out the JND (Just Noticeable Difference) of your productThen, make your product size decrease just below the JNDLong John Silvers, Airlines do this all the timeSame thing with priceDickson and Sawyer (1990) showed that most consumers do not know the price of things they buy

How about large changes?So, consumers can notice changes as long as they are large enough?What factors (variables) make even noticing large changes difficult?Can you guess?

Consumer Intuition About PerceptionI can notice changes if they are large enoughhttps://www.youtube.com/watch?v=FWSxSQsspiQ&hl=en-GB&gl=SG (Door study)http://www.youtube.com/watch?v=ubNF9QNEQLA (Lord Smithe)https://www.youtube.com/watch?v=6JONMYxaZ_s (dinner)

PerceptionCurrent Event: Manti Teo and Lennay KekuaPerception is not an objective recording of realityManti Teo in the past few months

PerceptionManti Teos Perception

PerceptionManti Teos reality

PerceptionA man speaking in a womans voice?http://edition.cnn.com/2013/02/01/us/manti-teo-hoax/?hpt=hp_t2

Perception and external cuesPerceptual systems pick up cues (e.g., facial symmetry, feminine jawline, etc) to fulfill goals (e.g., produce a kid with a higher chance of flourishing)If a stimulus has the correct set of external cues, it can activate liking even if the stimulus, internally (the insides), cannot fulfill those goals https://www.youtube.com/watch?v=6JONMYxaZ_s

PerceptionWomen fall in love by what they hear. men fall in love by what they see. Thats why most women wear makeup and most men lie. - Lennay Kekua (actually Ronaiah Tuiasosopo)

But does it matter?Manti Teos mistaken perception may have motivated him to play well (led Notre Dame to the championship game)Male misperception of female interest leads to the survival of the species (Perriloux, Easton, Buss 2012)http://homepage.psy.utexas.edu/homepage/group/busslab/pdffiles/The%20Misperception%20of%20Sexual%20Interest.pdfSo misperception has its benefits

Overoptimism may be just rightThe brain, in general, appears to generate more optimism than is warranted in order to increase the organisms motivation (Sharot, Riccardi, Raio, Phelps 2007)http://www.nature.com/nature/journal/v450/n7166/full/nature06280.htmlOtherwise, we would not explore, take risks, and advance human civilization