Perception

Perception

1. Exposure

   • Deliberate
   • Random
   • Selective
   • Ad avoidance

2. Attention

   • Stimulus
     • Size and intensity, Insertion frequency, Colour and movement, Position, Isolation, Format, Contrast, Compressed message, Information quantity - Information overload
     • Adaption Theory: We become quickly accustom to what is 'normal'
   • Individual
     • Motivation
     • Interests
     • Wants
     • Abilities
     • Perceptual defenses filter out stimuli that don't match out interests/needs
   • Situational
     • Temporary characteristic of individual determined by the environment. Ie. crowds
     • Hemispheric Lateralisation
     • Subliminal stimuli
   • Marketing decision: Where to place ads

3. Interpretation

   • Cognitive interpretation: Process of adding meaning from existing knowledge
   • Affective interpretation: Processing and adding meaning by feeling
   • Individual
     • Learning
     • Expectations
   • Situation
     • Physical charateristics
     • Proximity to event
     • Mood, hunger, emotions
   • Stimulus
     • Semiotics: How meaning is created, maintained and alered

4. Memory

5. Retail strategy

   • Exposure: Store layout
   • Attention: Placement of products on shelves
   • Interpretation: Prices