Download Attention

CHAPTER EIGHT
Perception
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights
reserved.
What makes a good ad?
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Name the benefit
Tell what the product will do
Visualize the benefit. Keep it simple.
Emphasize the benefit.
Don’t obscure the benefit.
Get personal with the benefit (with a
purpose).
• The benefit is not always rational.
AIDA Model
• Attention: Use stimulus factors.
• Interest: Tangible and intangible
benefits.
• Desire: Want to start using the
product or adopting the idea or
behavior NOW!
• Action: Method for response. Make
it easy to purchase or act.
How? Why?
Will taste ever return to America?
The Littlest Groom on Fox
(How not to conduct yourself
as a marketing professional.)
Communication Objectives
1. Build
Category
Wants
3. Creating
Brand
Awareness
2. Enhancing
attitudes and
influencing
intentions
4.Facilitate
Purchase
Elements in the Communication
Process
Source
(Encodes
message)
Message
Message
channel
Noise
Feedback
Receiver
(Decodes
message)
The Meaning of Meaning
Meaning
The perceptions(thoughts) and affective
reactions(feelings) to stimuli evoked within
a person when presented with a sign in a
particular context
The Use of Signs and Symbols
in Marketing
Sign
• Derives its meaning from other
items in its context and vice versa
• Polo logo signifies high status,
financial well-being, and even
royalty
The Use of Signs and Symbols
in Marketing
Illustration of a
sign relation
The Use of Signs and Symbols
in Marketing
Symbol
• An object associated with a brand name
• Object and referent have no prior intrinsic
relationship
• Often created with simile, metaphor, allegory
The Use of Signs and Symbols
in Marketing
Simile
• Uses a comparative terms such as like or as
to join items from different classes of
experience
• e.g., “Jekyll Island, Georgia. Like the tide, it
draws you back again and again.”
The Use of Signs and Symbols
in Marketing
Metaphor
• Differs from simile in that the comparative
term is omitted
• Create a picture in consumers’ minds and
tap into meaning shared both by the
advertiser and consumer
• e.g., Wheaties is the “cereal of champions”
The Use of Signs and Symbols
in Marketing
The use of metaphor
in advertising
The Use of Signs and Symbols
in Marketing
Allegory
• A form of extended metaphor
• Conveys meaning in a story-underneath-astory, where something other than what is
literally represented is also occurring
• Personification
• Often used in advertising of potentially
offensive products
The Use of Signs and Symbols
in Marketing
Allegorical personification:
The Pillsbury Dough Boy
Behavior Foundations of
Marketing Communications
• How consumers process and respond to
marketing communications stimuli and
make choices among brands
Behavior Foundations of
Marketing Communications
Consumer Processing Model (CPM)
Behavior is seen as rational, highly
cognitive, systematic,and reasoned
Information Processing for Consumer
Decision Making
8-1
Perception
Exposure
Random
Deliberate
Attention
Lowinvolvement
Highinvolvement
Interpretation
Lowinvolvement
Short-term
Active problem
solving
Highinvolvement
Memory
Long-term
Stored experiences,
values, decisions,
rules, feelings
Purchase and consumption decisions
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
CPM
The 8 Stages of Consumer
Information Processing
Consumer Information
Processing: Stage 1
Exposure to information
• Consumers come in contact with the
marketer’s message
• Gaining exposure is a necessary but
insufficient for communication success
• A function of key managerial decisions
regarding the size of the budget and the
choice of media and vehicles
Selective Attention: Stage 2
Attention
• Focus on and consider a message to
which one has been exposed
• Highly selective
• Three kinds of attention
» Involuntary, nonvoluntary, voluntary
Three Kinds of Attention
little or no effort
on the part of a
receiver
when a person
willfully notices
a stimulus
when a person is
attracted to a
stimulus and
continues to pay
attention
Information Processing is Selective
8-2
Stimuli
Exposure
Attention
Interpretation
Memory
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Selective Attention: Stage 2
To attract consumers attention:
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Appeals to cognitive and hedonic needs
Use of novel stimuli
Use of intense stimuli
Use of motion
Selective Attention: Stage 2
Illustration of
selective attention
Appeals to Cognitive and
Hedonic Needs
Cognitive Needs
Immediate
functional needs
of the consumer
Hedonic Needs
Needs that make
them feel good
and bring pleasure
Hedonic Needs
Hedonic appeal to
the love for babies
Hedonic Needs
Hedonic appetitive
appeal
Hedonic Needs
Hedonic appeal to
love of families
Hedonic Needs
Hedonic
sex appeal
Use of Novel Stimuli
The use of novelty
to attract attention
Use of Intense Stimuli
Use of intensity
Use of Motion
The use of motion
to attract attention
Use of Motion
Another illustration
of motion
in advertising
Use of Motion
Another illustration
of motion
in advertising
Comprehension: Stage 3
• Understand and create meaning out of stimuli
and symbols
• Interpreting stimuli involves perceptual
encoding
• Peculiar to each individual (idiosyncratic)
• Mood can influence
• Miscomprehension are common
Perceptual Encoding
1. Feature analysis:
Initial stage whereby a
receiver examines the
basic features of a
stimulus
2. Active synthesis:
Beyond examining
physical features, the
context or situation
plays a major role in
what meaning is
acquired
Consumer Information
Processing: Stage 4
Agreement with what is comprehended
The matter of whether consumers yield to
- that is, agree with - what they have
comprehended
Agreement: Stage 4
• Comprehension by itself does not
ensure that the message influences
consumers’ behavior
• Agreement depends on
» whether the message is credible
» whether the information appeals to the
consumer
Retention and Search/Retrieval of
Stored Information
These two information processing stages,
retention and information search and
retrieval, both involve memory factors
related to consumer choice
Elements of Memory
Memory
Memory involves the related issues of what
consumers remember about marketing
stimuli and how they access and retrieve
information when making consumption
choices
Elements of Memory
• Sensory stores(SS):
» Information is rapidly lost unless attention is
allocated to the stimulus
• Short-Term Memory(STM):
» Limited processing capacity
» Not thought or rehearsed information will be lost
in 30 seconds or less
Elements of Memory
• Long-Term Memory (LTM):
» A virtual storehouse of unlimited information
» Information is organized into coherent and
associated cognitive units called schemata,
memory organization packets, or knowledge
structures
» The marketer’s job is to provide positively
valued information that consumers will store in
LTM
A Consumer’s Knowledge
Structure for the Mazda Miata
Little luggage
space
Two-Seater
Small
Convertible
Economical
Sports car
Fun to drive
Nostalgic
Japanese
Well-Made
Mazda
Miata
Affordable
Sexy
British racing
green
Women
Learning and LTM
• Learning represents changes in the
content or organization of information in
consumers’ long-term memories
• Marketing communicators attempt to alter
consumers’ long-term memories,
knowledge structures, by facilitating
learning of information that is compatible
with the marketer’s interest
Retention and Search/Retrieval of
Stored Information
Facilitating
consumer’s
learning
Types of Learning
Two types of learning
• Strengthening of linkages among specific
memory concepts
» repeating claims, presenting them in a more
concrete fashion and being creative in conveying
a product’s features
• Establishing entirely new linkages
Types of Learning
Establishing
a new linkage
between a brand and
a desirable feature
Search and Retrieval of Information
• Information that is learned and stored in
memory only impacts consumer choice
behavior when it is searched and retrieved
• Retrieval is facilitated when new
information is linked with another concept
that is well known and easily accessed
Use of Concretizing and Imagery
Concretizing
It is easier for people to remember and
retrieve tangible rather than abstract
information, so claims about a brand are
more concrete when they are made
perceptible, palpable, real, evident, and vivid
Use of Concretizing and Imagery
Imagery
Representation of sensory experiences
in short-term memory including visual,
auditory, and other sensory, experiences
Use of Concretizing and Imagery
Heartburn verbal
framing
Eliciting Imagery
• Use visual or pictorial stimuli:
» pictures and visuals are best
remembered, dual-coding theory
• Present concrete verbal stimuli
» better remembered when words are
paired with meaningful pictorials
• Provide imagery instructions
The Case of Olfactory Stimuli
Smells can evoke strong images of
products, product usage, and consumption
situations. Moreover, olfactory stimuli can
attract attention, motivate information
processing, influence memories, affect
store and product evaluations, and active
behavior
Consumer Decision Making: Stage 7
Decision heuristics for decision making
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Affect referral
Compensatory heuristic
Conjunctive heuristic
Phased strategies
Affect Referral
Recalls attitude, or
affect, toward relevant
alternatives
Selects the alternative
for which the affect is
most positive
Compensatory Heuristic
Evaluates alternatives
in terms of criteria
trade-off
Chooses the
alternative with
criteria that best
compensates for
inferior criteria
Conjunctive Heuristic
Evaluates
alternatives in
terms of criteria
minimum cutoffs
Selects the alternative
with criteria that
meets all minimum
cutoffs
Phased Strategies
Evaluates alternatives
using both
compensatory and
noncompensatory
heuristics
Chooses using a
combination of
heuristics
Action: Stage 8
Action on the basis of the decision
• People do not always behave in a manner
consistent with their preferences due to the
presence of events, or situational factors
• Situational factors are especially prevalent in
low-involvement consumer behavior
The HEM perspective
• People often consume products for the fun of
it or in the pursuit of amusement, fantasies,
or sensory simulation
• Products are subjective symbols that
precipitate feelings and promise fun and the
possible realization of fantasies
• The communication of HEM-relevant
products emphasizes nonverbal content or
emotionally provocative words and is
intended to generate images, fantasies, and
positive emotions and feelings
CPM vs. HEM
An advertisement
exemplifying
the CPM approach
CPM vs. HEM
An advertisement
exemplifying
the HEM approach
CPM vs. HEM
Vs.