cb 4 attention ansd perception (part-2) (1)

8/4/2019 CB 4 Attention Ansd Perception (Part-2) (1)

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ATTENTION (contd..)

Is it necessary for consumers to be aware of a

stimulus

Can attentional resources not being used in

processing a task be used to scan or analyze thingsoutside our focal attention?

Preattentive processing

Depends partly on whether:

Stimulus to be preattentively processed is visual or verbal.

It is placed on the right or left visual field (of the focal

object)


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Nonfocused Attention

Hemispheric Lateralization activity thattakes place on each side of the brain Left Side primarily responsible for rationalthought

including verbal information, symbolicrepresentation, sequential analysis, consciousthought.

Right side deals with pictorial, geometric, timelessand nonverbal information without the individualbeing able to verbally report it. Works withimpressions and images.


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Principle of Hemispheric

Lateralization

Right Hemisphere of brain best at

processing holistic stimuli: music, pictures,spatial info.

Left hemisphere best at processing: numbers,words, forming sentences.

Not attended

Left Visual

Field

Attended

focal

object

Non attended

Right Visual

Field

Left

H

Right

H


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Principle of Hemispheric

Lateralization (contd..)

Findings Suggest That:

Stimuli like pictures are most likely to be

preattentively processed if placed in the left

visual field.

Stimuli like words if places in right visual

field.


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Elements of Perception

Sensation

Absolute threshold

Differential threshold

Subliminal perception


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Sensation

The immediate and direct response ofthe sensory organs to stimuli

A stimulus is any unit of input to any ofthe senses.

The absolute threshold is the lowest level

at which an individual can experience asensation.


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Awareness Threshold

Absolute Threshold : The minimum value of astimulus capable of being consciously noticed.

Terminal Threshold : The maximum value of astimulus capable of being consciously noticed.

Differential Threshold : The minimum differencethat can be detected between two stimuli.


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DifferentialThreshold

Minimal difference that can be detected

between two similar stimuli

Also known as the just noticeable

difference (the j.n.d.)


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Some Approximate Values for Absolute

Thresholds

Sense ThresholdVision A candle flame seen at 30

miles on a dark, clear night

Hearing The tick of a watch under quietconditions at 20 feet

Taste One tea spoon of sugar in ~ 9

liters of watersmell One drop of perfume diffused

into the entire volume of a 6broom apartment


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Some Approximate Values for Absolute

Thresholds (contd..)

Common household light bulbs pulsate at 60 cycles per second

but appear to have a constant intensity

Television screens produce an apparent full-screen image by

rapidly scanning the entire screen with a narrow beam of light. Adults differ significantly in their taste sensitivity to beer. Experts

have segmented beer consumers into 3 distinct groupings.

(1) Discriminating individuals mainly concerned with the taste of beer

(2) Discriminating individuals influenced by price & other variables

(3) Non discriminating consumers.


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WEBERS LAW

The stronger the initial stimulus, thegreater the additional intensity needed for

the second stimulus to be perceived asdifferent.

Just noticeable difference (j.n.d): the j.n.dbetween two stimulus not an absoluteamount but an amount relative to the theintensity of the first stimulus.


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WEBERS LAW

s=S.K

Where S = the smallest change in the stimulus capable of being

detected ( j.n.d)

S= the initial stimulus valueK= constant of proportionality

Constant of ProportionalityPitch of tone: .003003

Loudness of tone: .1

Visual brightness: .0166

Lifted Weight: .02

Pressure on skin surface: .143

Taste for Saline Solution: .2


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WebersLaw

The j.n.d. between two stimuli is not anabsolute amount but an amount relative to

the intensity of the first stimulus

Webers law states that the stronger the initial

stimulus, the greater the additional intensityneeded for the second stimulus to beperceived as different.


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Applications of Webers Law

Mktrs. Try to determine the relevant j.n.d for theirproduct & other mktg. Variables so that

1. Negative changes are not easily noticed by consumers

2. Positive changes are very obvious to the consumers without

being wastefully extravagant

Product changes

Price changes

Packaging changes Brand name changes

Image changes ( repositioning)


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Subliminal Perception

Stimuli that are too weak or too brief

to be consciously seen or heard may

be strong enough to be perceived by

one or more receptor cells.


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Subliminal Stimuli a message that is presented sofast that one is not aware of seeing or hearing it Do not appear to affect standard measures of advertising

effectiveness or influence consumption behavior.


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Is Subliminal Persuasion

Effective?

Extensive research has shown no

evidence that subliminal advertising cancause behavior changes

Some evidence that subliminal stimuli

may influence affective reactions


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Subliminal Perception

( Limen-Threshold or limit)

Perceiving stimuli without being consciously

aware that they are doing so:

Three types of subliminal perception: Briefly presented visual stimuli

Accelerated speech in low volume auditorymessages

Embedded or hidden imagery or words inprint ads or product labels


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Elements of Perception

Aspects of Perception

Selection

Organization

Interpretation


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Selection

Organization

Interpretation


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Organization

Figure and

ground Grouping

Closure

People tend to organize

perceptions into figure-and-ground

relationships.

The ground is usually

hazy.

Marketers usually

design so the figure is

the noticed stimuli.

Principles


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Organization

Figure andground

Grouping

Closure

People group stimuli

to form a unified

impression or

concept.

Grouping helpsmemory and recall.

Principles


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Principle of Proximity


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Organization

Figure andground

Grouping

Closure

People have a need for

closure and organize

perceptions to form a

complete picture.

Will often fill in missing

pieces Incomplete messages

remembered more than

complete

Principles


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http://upload.wikimedia.org/wikipedia/commons/a/aa/Gestalt_ley_de_cierre.png


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Selection

Organization

Interpretation


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Determinants of Interpretation

Individualcharacteristics

Gestalt

Interpretation:

CognitiveAffective

Stimuluscharacteristics

Situationalcharacteristics


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Interpretation

The assignment of meaning to sensations

Cognitive interpretation process whereby

stimuli are placed into existing categories of

meaning

Affective interpretation the emotional orfeeling response triggered by a stimulus such

as an ad


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Interpretation Characteristics

Individual: Learning accumulation of life experiences

Expectations

Situational:

Contextual Priming impact that the content of the material

surrounding an ad will have on the interpretation of the ad.(e.g., Coke and the news)

Stimulus:

Sensory Discrimination ability to distinguish betweensimilar stimuli.

Just-Noticable-Difference (ie., jnd) the minimal amountthat one stimuli can differ from another with the differencestill being noticed.

Individuals typically do not notice relatively small differencesbetween brands or changes in brand attributes (e.g., candybars).


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Interpretation Extended Interpreting Images What does this mean?

Proximity Principle refers to the tendency toperceive objects or events that are close to oneanother as being related or as sharing attributes.

Consumer Inferences the process by whichconsumers assign a value to an attribute oritem not contained in an ad on the basis of

other data in the ad


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Impact on Marketing Strategy Impact on Retailers

Store interiors; shelf position; POP displays; reference prices

Brand Name and Logo Development

Co-branding Effective Media Strategy

Selective Exposure

Advertisement and Package Design

Capture attention and convey meaning

Strategies: Utilize stimulus characteristics; tie message to a topic the target audience isinterested in.

Warning labels and Disclaimers Evaluating Advertising effectiveness

Exposure must physically reach the consumer; measures: people meters, diaries, clickthrough

Attention consumer must attend to message; measures: Day-after recall; recognition tests;Starch scores

Interpretation Must be properly interpreted; measures: focus groups, survey research

Memory must be stored in memory in a manner that will allow retrieval under the proper

circumstances Ethical Concerns

Presenting a brand in a favorable light or completely accurately.

Ambush marketing involves any communication or activity that implies, or from which one couldreasonably infer, that an organization is associated with an event, when in fact it is not.


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Consumer Insight How does ambush marketing work?

Ambush marketing does what harm, if

any?

What ethical issues, if any, arise in

ambush marketing?


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Logos Influence on Image


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Interpretation

Physical

Appearances Stereotypes

First Impressions

Jumping toConclusions

Halo Effect

Positive attributes ofpeople they know tothose who resemblethem

Important for model

selection Attractive models are

more persuasive forsome products

Perceptual Distortion


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Interpretation

Physical


First Impressions


Halo Effect

People hold

meanings relatedto stimuli

Stereotypes

influence howstimuli are

perceived



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Interpretation

Physical


First Impressions


Halo Effect

First impressions are

lasting

The perceiver is

trying to determine

which stimuli are

relevant, important,or predictive



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Interpretation

Physical


First Impressions

Jumping to

Conclusions

Halo Effect

People tend not to

listen to all theinformation before

making conclusion

Important to put

persuasive

arguments first in

advertising



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Interpretation

Physical


First Impressions


Halo Effect

Consumers perceive

and evaluate multipleobjects based on just

one dimension

Used in licensing of

names

Important with

spokesperson choice



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Issues in Consumer Imagery

Product Positioning and Repositioning

Positioning of Services

Perceived Price Perceived Quality

Retail Store Image

Manufacturer Image

Perceived Risk


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Positioning

Establishing a specific image for a brand in theconsumers mind

Product is positioned in relation to competingbrands

Conveys the concept, or meaning, of theproduct in terms of how it fulfills a consumer

need Result of successful positioning is a distinctive,

positive brand image


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Positioning Techniques

UmbrellaPositioning

Positioning againstCompetition

Positioning Based

on a SpecificBenefit

Finding an

Unowned

Position Filling Several

Positions

Repositioning


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Perceptual Mapping

A research technique that enables

marketers to plot graphicallyconsumers perceptions concerning

product attributes of specific brands

Perceptual Mapping


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Perceptual Mapping

Figure 6.14


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Issues in Perceived Price

Reference prices used as a basis for

comparison in judging another price Internal

External


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Price/Quality Relationship

The perception of price as an indicator of

product quality (e.g., the higher theprice, the higher the perceived quality of

the product.)


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Perceived Quality

Perceived Quality of Products

Intrinsic vs. Extrinsic Cues

Perceived Quality of Services

Price/Quality Relationship


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Perceived Quality of Services

Difficult due to characteristics of services

Intangible

Variable

Perishable

Simultaneously Produced and Consumed


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Perceived Risk The degree of uncertainty perceived by the

consumer as to the consequences (outcome) of aspecific purchase decision

Types

Functional Risk

Physical Risk

Financial Risk

Psychological Risk

Time Risk


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How Consumers Handle Risk

Seek Information

Stay Brand Loyal

Select by Brand Image

Rely on Store Image

Buy the Most Expensive Model

Seek Reassurance


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Ambush Marketing How does ambush marketing work?

Ambush marketing does what harm, if

any?

What ethical issues, if any, arise inambush marketing?

cb 4 attention ansd perception (part-2) (1)

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