Chapter 3: Involvement and Perception

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Chapter 3Involvement and Perception
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Information Processing

• The process through which consumers
• are exposed to information,
• attend to it,
• comprehend it,
• place it in memory,
• and retrieve it for later use.

Perception
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Three Stages of Perception

• Exposure stage
• Attention stage
• Comprehension stage

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Consumer Involvement

• Perceived personal importance and/or interest

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Influences on the level of consumer involvement

• Generally, involvement increases as the purchase
  becomes more
• Expensive
• Socially visible
• Risky

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Influences on the level of consumer involvement

• Type of product being considered
• Characteristics of the communication received by
  the consumer
• Characteristics of the situation within which the
  consumers is operating
• Personality of the consumer.

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Two Main Types of Consumer Involvement

• Situational
• Enduring

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As Involvement Levels Increase

• Greater motivation to comprehend and elaborate on
  information.
• Process more in-depth information
• General increase in arousal levels
• Give more diligent consideration to information
• Extended decision-making process

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The Perception Process 1. The Exposure Stage

• Sensory organs are activated
• Influencing consumers by exposing them to
  information through marketing communications.

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Selective Exposure

• Zapping
• Channel surfing,

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The Study of Sensation

• Investigates the way people react to raw sensory
  information received through their sense organs.

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Absolute Threshold

• Lowest level at which a stimulus can be detected
  50 of the time.

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Subliminal Perception

• Presenting a stimulus below the level of
  conscious awareness
• To influence behavior and feelings.

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The Just Noticeable Difference Threshold (JND)

• Minimal amount of difference in intensity of a
  stimulus that can be detected 50 of the time.

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Webers Law and the JND

• As the intensity of the stimulus increases, the
  ability to detect a difference between the two
  levels of the stimulus decreases.

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Webers Law and the JND

• JND I x K
• I intensity level of the stimulus
• K a constant that is specific to the type of
  stimulus
• Retail Pricing K20
• Light bulb wattage K10

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Webers Law and the JND

• I x K JND
• Chocolate bar .50 x .20 .10
• Shirt 25.00 x .20 5.00
• Suit 300.00 x .20 60.00
• Light Bulb 25 watt x .10 2.5 watts
• 60 watt x .10 6 watts
• 100 watt x .10 10 watt

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Consumer Adaptation

• Adaptation Level
• The amount or level of the stimulus to which the
  consumer has become accustomed.
• A reference point to which changes in the level
  of the stimulus are compared.

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The Butterfly Curve . . .

• Something slightly different may be perceived
  more positively.

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The Perception Process 2. The Attention Stage

• Attention the allocation of cognitive capacity
  to an object or task
• The more demanding the task, the greater amount
  of attention will be focused on it.

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Types of Attention

• Preattention
• Voluntary or Involuntary.
• Selective attention
• Orientation reflex

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Capturing Consumers Attention

• Activate the orientation reflex
• Surprise
• Threaten
• Violate expectations
• Salience effects

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The Perceptions Process3. The Comprehension
Stage

• The process in which individuals organize and
  interpret information
• Perceptual organization
• Interpretation

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Perceptual Organization

• Gestalt psychologists attempted to identify the
  rules that govern how people take disjointed
  stimuli and make sense out of them.

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Gestalt
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Gestalt
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Gestalt
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Gestalt
Aoccdrnig to rscheearch at an Elingsh uinervtisy,
it deosn't mttaer in waht oredr the ltteers in a
wrod are, the olny iprmoetnt tihng is taht frist
and lsat ltteer is at the rghit pclae. The rset
can be a toatl mses and you can sitll raed it
wouthit porbelm. Tihs is bcuseae we do not raed
ervey lteter by it slef but the wrod as a wlohe.
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Interpretation

• Trying to gain an understanding of something
  garnering our attention
• Expectations
• Price-Quality relationship

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Semiotics . . .

• How people obtain meaning from signs
• Signs words, gestures, pictures, products, and
  logos used to communicate information

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Semiotics
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Semiotics
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Semiotics
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Managerial Implications (PERMS)

• Positioning and Differentiation
• Environmental Analysis
• Research
• Marketing Mix
• Segmentation