CHAPTER EIGHT

Perception
Topic: The Nature of Perception
Topic: Exposure
1) Selective Exposure
2) Voluntary Exposure

Topic: Attention
1) Stimulus Factors
2) Individual Factors
3) Situational Factors
4) Nonfocused Attention

Topic: Interpretation
1) Individual Characteristics
2) Situational Characteristics
3) Stimulus Characteristics
4) Consumer Inferences

Topic: Perception and Marketing Strategy

1) Retail Strategy
2) Brand Name and Logo Development
3) Media Strategy
4) Advertisements
5) Package Design and Labeling

The Nature of Perception

Perception consists of three stages: Exposure, Attention, and Interpretation. Each plays a
role in how consumers engage with marketing messages.

Exposure

Exposure happens when consumers encounter a stimulus through their senses (sight, sound, touch,
etc.).

1. Selective Exposure – Consumers filter out what they don’t want to see or hear.
o Example: Skipping ads on YouTube or ignoring promotional emails.
2. Voluntary Exposure – Consumers actively seek out information.
o Example: Searching for product reviews before buying a phone or watching
unboxing videos.
Attention

Attention is the mental focus consumers give to stimuli. Marketers use different strategies to
capture and hold attention.

1. Stimulus Factors – Characteristics of the message that make it stand out.

o Example: Bright colors, large fonts, or unique packaging attract attention (e.g.,
Coca-Cola’s red bottle).
2. Individual Factors – Personal interests, motivation, and needs.
o Example: A fitness enthusiast notices gym ads, while a gamer might focus on
tech product ads.
3. Situational Factors – The environment or surroundings during exposure.
o Example: Consumers pay more attention to sale signs when shopping but may
ignore ads when in a rush.
4. Nonfocused Attention – When stimuli are processed without direct focus.
o Example: Hearing a jingle from a TV commercial while scrolling on your phone.

Interpretation

Interpretation is the process of making sense of the stimuli consumers pay attention to.

1. Individual Characteristics – A person’s background, experiences, and values shape how

they interpret messages.
o Example: A luxury handbag might be seen as a status symbol by one consumer and
overpriced by another.
2. Situational Characteristics – The context in which consumers encounter the stimulus.
o Example: A perfume ad in a high-end magazine might seem more appealing than the
same ad in a casual flyer.
3. Stimulus Characteristics – The design, message, and structure of the stimulus itself.
o Example: Clear, concise ads are easier to interpret than complex or text-heavy ones.
4. Consumer Inferences – Consumers fill in the gaps based on what they already know.
o Example: If a cereal box shows images of fruit, consumers may infer it’s healthy,
even if the ingredients don't list fruit.

Perception and Marketing Strategy

Marketers leverage perception to influence consumer decisions at various points.

1. Retail Strategy – Store layout, lighting, and displays shape consumer experiences.
o Example: Placing essential products at the back of the store encourages
customers to walk through and notice other items.
2. Brand Name and Logo Development – Memorable names and logos enhance
recognition.
o Example: Nike’s swoosh logo signals athletic performance and quality.
3. Media Strategy – Selecting the right channels maximizes exposure to target
audiences.
o Example: Placing ads for video games on Twitch or YouTube instead of
traditional TV.
4. Advertisements – Creative and emotional ads drive engagement and recall.
 o Example: Heartwarming holiday ads by John Lewis (UK) leave lasting
impressions.
5. Package Design and Labeling – Packaging influences purchase decisions at the
point of sale.
o Example: Minimalist packaging for Apple products reflects simplicity and
innovation, reinforcing brand perception.

LO1: Describe the nature of perception and its relationship to consumer memory and decisions.
Perception consists of those activities by which an individual acquires and assigns meaning to stimuli.
Perception occurs in three stages, namely, exposure, attention, and interpretation. If and when
perception occurs, the meaning derived from a stimulus is typically transferred to memory, where it
is stored and can be later retrieved when consumers are making purchase decisions.

LO2: Explain exposure, the types of exposure, and the resulting marketing implications.
Exposure occurs when a stimulus comes within range of one of an individual’s primary sensory
receptors. People are exposed to only a small fraction of the available stimuli. And when consumers
actively avoid certain marketing stimuli, this is referred to as selective exposure. Selective exposure in
the advertising area is termed ad avoidance. Marketers try to overcome avoidance by using tactics
such as product placement and hybrid ads. It should be noted, however, that consumers seek out
some marketing stimuli voluntarily. Examples include Super Bowl ads, ads that go viral online, and
company-based e-mails that consumers choose to receive through permission-based marketing.

LO3: Explain attention, the factors that affect it, and the resulting marketing implications.
Attention occurs when the stimulus activates one or more of the sensory receptors and the resulting
sensations go into the brain for processing. People selectively attend to stimuli as a function of
stimulus, individual, and situational factors. Stimulus factors are physical characteristics of the
stimulus itself, such as contrast, size, intensity, attractiveness, color, movement, position, isolation,
format, and information quantity. Individual factors are characteristics of the individual, such as
motivation and ability. Situational factors include stimuli in the environment other than the focal
stimulus and temporary characteristics of the individual that are induced by the environment. Clutter
and program involvement are situational factors of particular interest to marketers. Marketers can
utilize all these factors to better develop stimuli that attract consumer attention in today’s cluttered
environment.

Nonfocused attention occurs when a person takes in information without deliberate effort.
Hemispheric lateralization is a term applied to activities that take place on each side of the brain. The
left side of the brain is concerned primarily with those activities typically called rational thought and
the ability to be conscious and report what is happening. The right side of the brain deals with
pictorial, geometric, timeless, and nonverbal information without the individual’s being able to
verbally report it.

A message presented so fast or so softly or so masked by other messages that one is not aware of
seeing or hearing it is called a subliminal message. Subliminal messages have generated a great deal
of interest but are not generally thought to affect brand choice or other aspects of consumer
behavior in a meaningful way.
LO4: Explain interpretation, the factors that affect it, and the resulting marketing implications.
Interpretation is the assignment of meaning to stimuli that have been attended to. Interpretation
tends to be relative rather than absolute (perceptual relativity) and subjective rather than objective.
Two general forms of interpretation are cognitive and affective. Cognitive interpretation appears to
involve a process whereby new stimuli are placed into existing categories of meaning. Affective
interpretation is the emotional or feeling response triggered by the stimulus.

Interpretation is largely a function of individual traits, learning, and expectations that are triggered
by the stimulus and moderated by the situation. Stimulus characteristics are critical. Stimulus
organization is the physical arrangement of the stimulus objects and relates to the perceptual
principles of proximity, closure, and figure–ground. Marketers can use these principles to design
effective communication strategies. Stimulus change and consumer reactions to it are also of
concern and have consequences in relation to such strategies as “weighting out,” whereby marketers
attempt to reduce the quantity offered in increments that consumers won’t detect.

Interpretation often involves consumer inferences. Inferences go beyond what is directly stated or
presented and help explain consumer use of quality signals (e.g., higher price means higher quality),
their interpretation of images, and how they deal with missing information. Inferences also help
explain how consumers can be misled by marketing messages even when those messages are
literally true.

LO5: Discuss how perception can enhance strategies for retailing, branding, advertising, and
packaging.
Marketers use their knowledge of perception to enhance strategies in a number of areas including
retailing,
branding, advertising, and packaging. For retailing, issues surrounding store and shelf location are
important determinants of perception. For branding, issues surrounding the selection of brand
names, extensions, and appropriate logos have important implications for perception. Advertising
strategies and media selection are heavily influenced by considering factors that enhance exposure
and attention. Packaging is a functional aspect of products, but also perceptual in that it can capture
consumer attention and influence their brand interpretations.

LO1: Nature of Perception and its Role in Consumer Memory and Decisions

 Perception is how people sense, interpret, and give meaning to things around them
(stimuli).
 It happens in three stages:
1. Exposure – Coming into contact with a stimulus.
2. Attention – Focusing on the stimulus.
3. Interpretation – Understanding and assigning meaning.
 Why is it important?

o Once we perceive something, the meaning is stored in memory and helps us make
future decisions (e.g., choosing a product).
LO2: Exposure – Types and Marketing Impact

 Exposure = When a stimulus (like an ad) reaches our senses (sight, sound, etc.).
 We’re exposed to only a small amount of marketing messages.
 Types of Exposure:
1. Selective Exposure – We avoid ads we don’t want to see.
 Example: Skipping ads on YouTube or using ad blockers.
 Marketing Tactic: Product placement in TV shows or movies (e.g., Coca-
Cola in a movie).
2. Voluntary Exposure – We seek out ads we’re interested in.
 Example: Watching Super Bowl commercials or subscribing to emails from
brands.
 Marketing Tactic: Viral ads, email subscriptions (permission-based
marketing).

LO3: Attention – Factors and Marketing Impact

 Attention = When the brain starts processing the stimulus.

 People pay attention based on:
1. Stimulus Factors – The ad itself.
 Examples: Bright colors, loud sounds, moving images.
 Marketing Tactic: Large billboards or flashy product packaging.
2. Individual Factors – Personal interests or needs.
 Examples: A tech lover notices phone ads; a parent focuses on baby product
ads.
3. Situational Factors – Environment and surroundings.
 Examples: Sales signs stand out more during Black Friday.
4. Nonfocused Attention – Taking in information without thinking about it.
 Examples: Background music in a store or brand logos on shopping bags.
 Marketing Tactic: Subtle branding, jingles.
 Other Concepts:

o Subliminal Messages – Messages hidden so well that people don’t

consciously notice them.
 Example: A quick flash of a brand logo in a video.
 Note: These don’t strongly influence decisions.
LO4: Interpretation – Meaning and Marketing Impact

 Interpretation = Making sense of what you see or hear.

 Types of Interpretation:
1. Cognitive – Thinking-based. You categorize the stimulus.
 Example: Seeing a red can and thinking of Coca-Cola.
2. Affective – Emotional response.
 Example: Feeling happy when hearing a jingle.
 What Affects Interpretation?

o Individual Traits – Personal experiences and biases.

o Situations – Where and when you see the message.
o Stimulus Design – How the ad looks or how products are arranged.
 Examples: Grouping items (proximity) or using minimal designs to focus
attention.

 Consumer Inference:

o People make assumptions based on the information they get.

 Example: A higher price might make you think a product is better quality.

LO5: How Perception Shapes Marketing Strategies

 Marketers shape perception to influence consumer choices.

1. Retail Strategy – Store layout and product placement.

o Example: Eye-level shelves for expensive products.
2. Branding – Brand names and logos that are easy to remember.
o Example: Apple’s sleek logo and minimalist design.
3. Advertising – Grabbing attention through catchy ads and strategic media selection.
o Example: Bright and emotional ads during festive seasons.
4. Packaging – Attractive designs that stand out.
o Example: Unique-shaped bottles or colorful packaging to catch the eye.