Perception is the critical activity that links the individual consumer to group, situation and marketer influences. Thus, it is vital to understand how consumers process information, and the steps and factors involved. In this topic we will cover the following aspects: How consumers process information; different steps involved in information processing, factors that influence this process; implications of perception for retail, brand and communication strategies. | Chapter 8 Perception How consumers process information Different steps involved in information processing Factors that influence this process Implications of perception for retail, brand and communication strategies 8– Perception is the critical activity that links the individual consumer to group, situation and marketer influences. Thus, it is vital to understand how consumers process information, and the steps and factors involved. (Discussion of recent/topical ads (magazine and TV) could be incorporated into this lecture to demonstrate how perception operates.) The Nature of Perception Exposure Attention Interpretation Memory short-term long-term 8– Perception consists of those activities by which an individual acquires and assigns meaning to stimuli. There are four steps or stages, namely exposure, attention, interpretation and memorising, prior to purchase and consumption decisions being made. (See page 229.) Information Processing for Consumer Decision Making Purchase & consumption decisions Exposure Random Deliberate Attention Low- involvement High- involvement Interpretation Low- involvement High- involvement Memory Short-term Long-term Active problem solving Stored experiences, values, decisions, rules etc. Perception This model shows these stages. Exposure, attention and interpretation make up the perception process and this meaning then passes to the memory processes, firstly to short-term and then possibly into long-term memory. (See page 230.) Exposure Occurs when a stimulus comes within range of our sensory receptor nerves Deliberate exposure to stimuli consumers seek information that will help achieve certain goals immediate long-range Random exposure to stimuli 8– Perception begins with exposure. This occurs when a stimulus comes within range of one of the individual’s primary sensory receptors. We are exposed to only a small fraction of the available stimuli, and this is usually the result of ‘self-selection’. Some of this exposure is . | Chapter 8 Perception How consumers process information Different steps involved in information processing Factors that influence this process Implications of perception for retail, brand and communication strategies 8– Perception is the critical activity that links the individual consumer to group, situation and marketer influences. Thus, it is vital to understand how consumers process information, and the steps and factors involved. (Discussion of recent/topical ads (magazine and TV) could be incorporated into this lecture to demonstrate how perception operates.) The Nature of Perception Exposure Attention Interpretation Memory short-term long-term 8– Perception consists of those activities by which an individual acquires and assigns meaning to stimuli. There are four steps or stages, namely exposure, attention, interpretation and memorising, prior to purchase and consumption decisions being made. (See page 229.) Information Processing for Consumer Decision Making Purchase &
