Perception Flashcards
(53 cards)
What is information process?
A series of activities by which stimuli are perceived, transformed into information and stored.
What is perception?
The process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretations. Reality and consumer perceptions of that reality are often quite different.
Perception is the process by which people select, organize, and interpret these sensations.
What is the study of perception?
The study of perception focuses on what we add to these raw stimuli or sensations in order to give them meaning
What are the 4 stages of information processing?
A series of activities by which stimuli are perceived, transformed into information and stored. 4 Stages: Exposure Attention Interpretation Memory
Are consumers passive recipients of the marketing message?
- Individuals are not passive recipients of marketing messages.
- Consumers determine the messages they will encounter and notice as well as the meaning they will assign them.
- The fact that all aspects of the perception process are extremely selective is referred to as perceptual defenses
What forms Perception?
Exposure
Attention
Interpretation
What is exposure?
Occurs when a stimulus is placed within a person’s environment and comes within range of their sensory receptor nerves.
Explain exposure
- Provides consumers with the opportunity to pay attention to available information but no way guarantees it.
- Most of the stimuli to which individuals are exposed are “self-selected”.
- Consumers can be exposed to random stimuli through commercials, infomercials(800-numbers), billboards and display ads.
Name the 2 types of exposure?
Selective Exposure
Voluntary Exposure
What is selective exposure? (2)
- The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities.
- Technology has enabled consumers to increase selective exposure.
What is Voluntary Exposure? (2)
-.Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
Infomercials have been received positively by consumers, and impact early adopters and decision leaders.
What strategies can marketers use in helping with ad avoidance in a DVR world?
- Ad compression
- Still-frame ads
- Hybrid ads
- Interactive ads
- Dynamic ad placement
What are the terms Zipping, Zapping, and Muting?
- Zipping – occurs when one fast-forwards through a commercial
- Zapping – involves switching channels when a commercial appears
- Muting – is turning the sound off during commercial breaks
All 3 are mechanical ways for consumers to have ad avoidance
Define attention
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Attention generally decreases across repeated exposures, and repetition often increases recall
What 3 factors determine attention?
- Stimulus Factors
- Individual Factors
- Situational Factors
Attention is determined by three factors:
-Stimulus Factors
Are physical characteristics of the stimulus itself
- Individual Factors
Are characteristics which distinguish one individual from another. Ability – the capacity of individuals to attend to and process information
-Situational Factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
What are some of the stimulus factors that help with attention?
Size Intensity Attractive Visuals Color and Movement Position Isolation Format Contrast and Expectations Interestingness Information Quantity
Attention (stimulus factors) Size
Larger stimuli are more likely to be noticed
Larger banner ads
Larger ads on printed paper
Attention (stimulus factors) Intensity
Loudness, brightness, length
The longer a scene is held on the screen, the more likely it will be noticed
Attention (stimulus factors) Attractive Visuals
More attracted to pleasant stimuli and repelled by unpleasant stimuli.
Attention (stimulus factors) Positions
Position
Position is the placement of an object in physical space or time.
In retail stores, items that are easy to find or stand out are more likely to attract attention, such as end-caps and kiosks.
High impact zones in print ads in the U.S. tend to be toward the top left portion of the advertisement.
End-caps provide a way to capture the shopper’s attention
Attention (stimulus factors) Isolation
Is separating a stimulus object from other objects Stand-alone kiosks Use of white on a page Placing an ad in the center of the page Radio – moment of silence
Attention (stimulus factors) Format
Refers to the manner in which the message is presented
Usually straight forward presentations receive more attention that complex presentations
Attention (stimulus factors) Interestingness
Is usually a individual characteristic
By using “tie-ins” to sporting events and movies appear to generate considerably more interest, attention, and sales than simple brand signs.
