CONSUMER BEHAVIOR
Lecture 8 – Chapter 8
Spring Semester 2025
Course Lecturer:
Dr. Sara El-Deeb
E-mail:
[email protected]
Chapter 08:
Internal
Influences:
Perception
PART II: INTERNAL INFLUENCES
Perception
What juice is this?
Perception
Which drink is more expensive?
Perception
Which one is light and which one is regular
Perception
Which packaging is better and why?
Perception
Price Perception:
Give PERCENTAGE discounts
when your price is under $100.
Display prices in a smaller font
size. The reverse works for
discounts. Since you want to
maximize the size of discounts.
Remove the comma.
Separate the shipping and
handling; partitioned pricing.
Perception
Which color is male and which color is female?
Perception
Draw:
1. Pepsi
2. McDonalds
3. Adidas
4. Starbucks
5. Samsung
6. Google
Perception - Minimalism
The Nature of Perception
Exposure
Attention
Interpretation
Memory
Purchase and Consumption Decision
The Nature of Perception
These processes occur
virtually simultaneously and
are clearly interactive.
Perceptual defenses -
individuals are not passive
recipients of marketing
messages.
Both perception and memory
are extremely selective
The Nature of Perception
Exposure occurs when a
stimulus comes with
range of a person’s
sensory receptor nerves
(vision).
Attention occurs when
the stimulus is “seen”
(the receptor nerves
pass the sensations on
to the brain for
processing)
The Nature of Perception
Interpretation is the
assignment of meaning to
the received sensations.
Memory is the short-term
use of the meaning for
immediate decision
making or the longer-
term retention of the
meaning
Exposure
Exposure provides
the opportunity for
attention but in no
way guarantees it.
Exposure
Types of Exposure
1. Selective Exposure
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
2. Voluntary Exposure
Although consumers often avoid commercials and other marketing
stimuli, sometimes they actively seek them out for various reasons
including purchase goals, entertainment, and information (ex. Visit
company’s website to purchase a car)
Exposure
Selective Exposure
Ad avoidance - Includes ways
consumers selectively avoid exposure
to advertising messages and can
include:
• Zipping - occurs when one fast-
forwards through a commercial on a
prerecorded program
• Zapping - involves switching channels
when a commercial appears
• Muting - is turning the sound off
during commercial breaks
Exposure
Selective Exposure
Product placement -
Involves incorporating brands
into movies, television
programs, and other
entertainment venues in
exchange for payment or
promotional or other
consideration.
Exposure
Voluntary Exposure
Infomercials - are program-length
commercials to which consumers
voluntarily expose themselves.
Example:
• A consumer who clicks on a banner ad or
pop up (clickthrough)
Permission-Based Marketing.
Attention
• 40,000 stimuli per
shopping trip
• 16 seconds spent in
laundry aisle
• Up to 65% of shoppers
don’t deviate from their
plans
• The package is the last
chance to grab attention
Attention
Attention
The Nature of Perception
Attention
Recap – Moments of Truth
Supermarket – products receive 0.6
seconds attention
Now imagine if packaging was only
black and white!
First Moment of Truth (FMOT) - when a
customer is first confronted with the
product, in which s/he: STOP, HOLD
AND CLOSE.
Recap – Moments of Truth
STOP: is how a brand catches someone’s attention to stop as they
are shopping and breaking through the clutter.
Package color, shape, bold claims, and visuals help.
HOLD: Shopper picks up your product and begins assessing whether
it will meet her needs (While the Stop is largely visual, the Hold is
largely messaging)
Product features, benefits, or brand purpose that are unique.
CLOSE: Assume they’ll turn the package – find a hook. Put that
product in the cart!
Packaging is your last chance to sell!
Attention
3 Steps at Winning in FMOT:
STOP HOLD CLOSE
Attention
STOP-HOLD-CLOSE ON THE VIRTUAL SHELF
Which User Interface is Better?
Dr. Sara El-Deeb
Attention
Attention is determined by three factors:
1. Stimulus Factors
Are physical characteristics of the stimulus itself
2. Individual Factors
Are characteristics which distinguish one
individual from another
3. Situational Factors
Include stimuli in the environment
Attention
Stimulus Factors
Stimulus factors are physical characteristics of the stimulus
itself. This includes:
Size
Intensity
Attractive Visuals
Color and Movement
Position
Interestingness
Attention
Stimulus Factors
Size - Larger stimuli are more likely to be noticed than
smaller ones.
As a consequence, consumer-products companies often
pay what are called slotting allowances to retailers to
secure shelf space. The Federal Trade Commission
estimates that companies spend $9 billion annually on
such slotting fees)
Attention
Stimulus Factors
Intensity - The intensity (e.g., loudness, length and
repetition of ad) of a stimulus can increase attention.
In online contexts, one aspect of intensity is
intrusiveness, or the degree to which one is forced to
see or interact with a banner ad or pop-up in order to
see the desired content.
Attention
Stimulus Factors
Attractive Visuals – Individuals are attracted to pleasant
stimuli and repelled by unpleasant stimuli.
Any factor that draws attention to itself and away from the
brand has to be used with caution.
Attention
Stimulus Factors
Color and Size Impact on Attention
Color and Movement
Color and movement attract
attention.
A brightly colored package
or display is more likely to
receive attention.
Color and movement are
also important in ads.
Source: 1”How Important is Color to an Ad?” Starch Tested Copy. February 1989,
p.1. Roper Starch Worldwide, Inc.
Attention
Stimulus Factors
Position is the placement of an object in physical
space or time.
• TV commercial aired
first vs. last
• Object in a persons
visual field
Attention
Stimulus Factors
Isolation is separating a stimulus object from other
objects. Examples of isolation include:
• In store use of a stand-alone
kiosk
• In an advertisement, the use of
“white space”
• In a radio commercial,
surrounding a key part with a
brief moment of silence
Attention
Individual Factors
Individual factors are characteristics of the individual. Interest
and need are the primary individual characteristics that influence
attention
Attention
Situational Factors
Situational factors include stimuli in the environment
other than the focal stimulus (i.e. the ad or package)
and temporary characteristics of the individual that are
induced by the environment, such as time pressures or a
crowded store
In advertising, consumers pay less attention to a
commercial in a large cluster of commercials than they
do to one in a smaller set.
Interpretation
Interpretation is the assignment of meaning to
sensations. Interpretation is related to how we
comprehend and make sense of incoming information
based on characteristics of the stimulus, the individual,
and the situation.
Ex. Sale means low quality or just seasonal sale
Ex. High quality sold at low price due to low cost,
perceived as low quality.
Social Media - Perception
Growth Hacking – teams of engineers whose job is to
hack people’s psychology.
Behavioral Surplus - is data that goes beyond online
product and service use. It can include information
related to a person's location, age, profession, lifestyle,
habits, and a range of personal and professional
preferences. For Behavioral Transformation.
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