Perception

Perception Chapter 8

Mohamed Mousa

Consumer Behavior

Marketing Mix

Consumer Behavior

External Factors Internal Factors

Values Subculture Family Perception Memory

Individuals develop an understanding of the motivations behind their own behavior

Influences of perception:

• Physiology – different in sensory abilities• Age – change attitude on time• Culture – different believes• Social role – different role we take on during time • Education – education level

Perception

Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels

Perception

Information Processing for ConsumerDecision Making

Purchase & consumption decisions

ExposureRandom Deliberate

AttentionLow-involvement

High-involvement

InterpretationLow-involvement

High-involvement

MemoryShort-term Long-term

Active problem solving

Stored experiences, values, decisions,

rules etc.

Perception

Selective Exposure:

Television :

• Zipping - occurs when one fast-forwards through a commercial on a prerecorded program.

• Zapping - involves switching channels when a commercial appears. • Muting - is turning the sound off during commercial breaks.

21 % of U.S visit each aisle in the stores.

Pop-up (online).

Exposure

Pop-up (click through)

Visiting HomepagesEx: car buyers using the web visited up to seven sites and

spent almost five hours online.

Registration online

Mobile Marketing

Voluntary Exposure

Be creative

ATTENTION Attention occurs when the stimulus

activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

N.B: Attention requires consumers to allocate limited mental resources toward the processing of incoming

stimuli.

"Very good and very effective advertising" that no one reads is neither good nor effec tive.

Attention is determined by these three factors:

Attention

StimulusIndividual

Situation.

Stimulus

Stimulus factors are physical characteristics of the stimulus itself.

Stimulus characteristics such as ad size and colour are under the marketer's control and can attract attention

Attention

Stimulus

Size Isolation

Intensity Format

Attractive Visuals Contrast and Expectations

Colour and Movement Interestingness

Position Information Quantity

Individual Factors Individual factors are characteristics that

distinguish one individual from another. Gener ally speaking, consumer motivation and ability are the major individual factors affecting attention

Motivation Ability

Motivation is a drive state created by consumer interests and needs. Interests are a reflection of overall lifestyle as well as a result of goals

Ability refers to the capacity of individuals to attend to and process informa tion. Ability is related to knowledge and familiarity with the product, brand, or promo tion

Smart banners behavioral targeting strategies

Brand familiarity . In contrast, the click-through rate is very low on the first exposure when brand familiarity is low, but increases dramati cally on the fifth exposure.

Attention

Individual

Situational factors Situational factors include stimuli in the

environment other than the focal stimulus.

Clutter and program involvement are two major situational factors affecting attention.

density of stimuli in the environment too many point-of-purchase displays decreases

the attention consumers

how interested viewers are in the program or editorial content surrounding the ads

Does involvement with the program or editorial content influence attention to

the ad?

Attention

Situati

on.

Non focused Attention far we have been discussing a fairly high-

involvement attention process in which the consumer focuses attention on some aspect of the environment as a result of stimulus, individual, or situational factors.

However, stimuli may be attended to

without deliberate

Hemispheric Lateralization

"it is the right brain's picture-taking ability that permits the rapid screening of the environment—to select what it

is the left brain should focus on".

Subliminal Stimuli message presented so fast or so softly or so

masked by other messages that one is not aware of seeing or hearing it

Information received is assigned to meaning

Aspects of perception process:

• Relative

• Subjective

• Cognitive / Affective

Interpretation

Relative

Subjective

Cognitive / Affective

Characteristics of interpretation

IndividualSituationalStimulus