1. Consumer Behaviour: Perception Presented By: Rodrigue Eid

2. CONTENTS OF THE PRESENTATION Perception process Exposure / attention Attention Grabbing The Sensory Stimuli The use of various methods to grab attention Ethics Conclusion 3. Perception Process The process whereby stimuli are received and interpreted byindividuals & translated into a response (Engel et al, 1992) Perceptions are unique to each and every individual Perception ExposureAttentionInterpretation Eyes Ears Nose MouthSkinSights Sounds Smells TastesTexturesAdapted from: Solomon (2011) 4. EXPOSURE / ATTENTION UK consumers are exposed to at least 2000 messages a daybut only notice 5% (Blythe, 2008) Americans are exposed to 18 million unsolicited phone callsdaily and receive 3000 coupons a year (Blythe, 2008) Consumers in Italy and Spain are exposed to over20,000 adverts per year (Blythe, 2008) Increase in advertising clutter There is no guarantee that the market will see or pay attention to messages Consumers scan the media and focus their attention on relevant messages[Initial attention] where as if something does not interest themthey carry on scanning [persistent scanning] (Evans et al, 2006) 5. ATTENTION GRABBINGWebbers Law Marketing above the JND -K = i Marketing below the JNDIBelow Above- When making negative changes - On purpose to create a stir andthat they do not want people toreaction from audiencerealise e.g. product size, quality etc - Differentiate between brands - Increase exposure - Generate WOM As consumers we are selective on what we pay attention to Marketers also use other tactics to grab our attention. This relates toour Stimuli selection factors (such as size, colour, position, novelty) 6. The Sensory StimuliVisionTouch Smell SoundTasteSensory characteristics of products or services help enhancecustomer attitudes, perceptions and satisfactionsSolomon (2011) 7. SexShockPackaging HumourNovelty & Celebrity contrast 8. The use of Humour in Advertising Source Creative Club 2011 9. The use of Shock in Advertising 10. The use of Music in Advertising 11. Is this Ethical?Are adverts simply made because companies want to make more profit?Do they actually care about the wellbeing of consumers?Dr. Jerry Porrous & Dr. James Collins found that organisations that do well have good visionary standards with clear standards of right and wrong (Blackwell, 2008)For and against arguments regarding ethics 12. Here are some more examples 13. In Conclusion Ethics is dependent on usas consumers and how weperceive it in the advert Organisations will howeverbe in constant competitionto create adverts that willstand out from the rest tokeep us interested andtalking about their products 14. Any Questions? 15. References:- Blythe J. (2008) Consumer Behaviour. London: Thomson Learning- Evans, M,. Foxall, G,. And Jamal, A,. (2006) Consumer Behaviour. WestSussex: John Witley & Sons- Blackwell, R,. Engel, J,. And Minard, P,. Consumer Behaviour. China:Thomson Learning- Solomon, M,. (2011) Consumer Behaviour. 9th ed. London: Prenticehall- Engel AK, Knig P, Kreiter AK, Schilin TB, and Singer W (1992) Temporalcoding in the visual cortex; new vistas on itergration in the nervoussystem. Trends Neurosci 15:218-226- www.google.co.uk- www.creativeclub.co.uk- www.youtube.co.uk