Lecture 4 (2)

Question 1

Part 3: Attention

What is attention?

Answer 1

The extent to which processing activity is devoted to a particular stimulus

Question 2

Part 3: Attention

Perceptual selection

Answer 2

People attend only to a small portion of the stimuli to which they are exposed

Question 3

Part 3: Attention

Size / Color / Position

Answer 3

• Size
  The size of the stimulus itself compared to its competition
• Color
  A powerful way to draw attention to the product
• Position
  Products in places where we are more likely to look

Question 4

Part 4: Interpretation

Definition of interpretation

Answer 4

The meaning that we assign to sensory stimuli that caught our attention

Question 5

Part 4: Interpretation

Schema

Answer 5

Set of beliefs of a group of similar objects (products).
o	Product category schemas
o	Brand schemas
o	Company schemas
o	Gender, ethnicity 
etc etc

Question 6

Part 4: Interpretation

Organization

Answer 6

Consumers organize incoming stimuli into a meaningful unit
o What is the most important aspect of the incoming stimulus
o What is relevant and irrelevant information

Question 7

Part 4: Interpretation

Gestalt principles

Answer 7

• Set of laws that describes how consumers perceive objects as meaningful wholes. Humans see objects by grouping similar elements, recognizing patterns and simplifying complex images.
• Marketers use these principles as ‘tricks’ to attract attention in advertisements.

• We discuss two commonly used forms:
– Closure
– Figure ground

Question 8

Part 4: Interpretation

Gestalt principles: Closure

Answer 8

• People tend to perceive an incomplete picture as a complete and meaningful whole
• We don’t have to see the whole picture, but we can picture it in our head

Question 9

Part 4: Interpretation

Gestalt principles: Figure ground

Answer 9

• One part of the stimulus will dominate (the figure) and other parts will recede to the background (the ground).

(Absolut Vodka is always using Figure Ground in their ads)