1. Perception and Involvement

1.1 Perception Process

• Definition: Perception is the process by which sensory input is organized, interpreted, and consciously experienced. It involves transforming sensory data into meaningful information.

• Marketer’s Reality: "The consumer’s perception is the marketer’s reality" reflects that marketers must align their strategies with how consumers interpret messages and products, rather than focusing solely on their own perspectives.

• Information Processing:

  • Exposure: Activation of sensory organs begins.

  • Attention: Cognitive effort is centered on the stimulus, involving conscious processing.

  • Comprehension: The stimulus gains meaning through organization and interpretation.

1.2 Exposure

• Definition: Exposure is the initial stage where consumers come into contact with a stimulus.

• Implications for Marketing: Understanding exposure helps marketers determine how to position products to capture consumer attention effectively.

• Sensation Process: Sensation involves the detection of physical stimuli and its transmission to the brain.

• Sensory Elements:

  • Sight: Use of bright colors in advertisements.

  • Sound: Jingles that enhance brand recall.

  • Touch: Textures on products that enhance user experience.

  • Taste: Sampling in grocery stores.

  • Smell: Scent marketing in retail environments.

• Absolute Threshold: The minimum level of stimulus intensity needed for detection; used to determine product visibility.

• Threshold Application: Marketers seek to be above the threshold for essential features but may operate below for subtle differences (e.g., packaging redesign).

• Subliminal Perception: Perception of stimuli below conscious awareness.

  • Subliminal Advertising: Its effectiveness is debated and often viewed skeptically due to ethical concerns.

• Just-Noticeable Difference (JND): The smallest change in stimulus that can be detected; important for product changes.

  • Above/Below JND: Marketers may want to exceed JND for notable changes while staying below for minor adjustments.

• Weber’s Law: States that the JND is a constant proportion of the original stimulus; illustrated by changes in product pricing.

• Consumer Adaptation: Diminished response to stimuli after repeated exposure, influencing advertising strategies.

2. Attention

2.1 Attention Definition

• Definition: Attention is the cognitive process of selectively focusing on specific stimuli while ignoring others.

• Selective Attention vs. Orientation Reflex:

  • Selective Attention: Focuses on chosen stimuli; defined by personal relevance.

  • Orientation Reflex: Automatic response to stimulus that captures attention.

• Mere Exposure Effect: Increased preference for familiar stimuli affects marketing strategies; repeated exposure can lead to consumer affinity.

• Ethical Attention Strategies: Using engaging content ethically, not intrusive tactics, to capture consumer attention.

• Involvement Levels and Attention: Higher involvement leads to increased attention spans and careful processing of information.

2.2 Comprehension

• Comprehension Process: Integrating new information with existing knowledge structures to form understanding.

• Gestalt Theory of Perceptual Organization: Focuses on how individuals perceive patterns and wholes rather than just individual components.

• Gestalt Principles: Include figure-ground, similarity, proximity, and closure, influencing how consumers interpret stimuli.

• Comprehension Research Impact: Effective communication must consider how consumers comprehend messages to enhance marketing effectiveness.

3. Consumer Involvement

3.1 Involvement Definition

• Definition: Consumer involvement refers to the level of engagement and personal relevance a consumer has towards a product or decision.

• Cognitive vs. Affective Involvement:

  • Cognitive: Driven by thought processes and rational evaluation.

  • Affective: Driven by emotional responses.

• Enduring vs. Situational Involvement:

  • Enduring: Long-term interest in a product category (e.g., car enthusiasts).

  • Situational: Temporary interest driven by specific circumstances (e.g., buying a gift).

• Factors Influencing Involvement: Importance, personal relevance, perceived risks, and individual differences.

• Involvement as Segmentation Variable: Used to identify consumer groups based on levels of engagement with products.

• Impact on Information Processing: High involvement leads to deeper processing, while low involvement results in superficial processing.

• Effective Marketing for Low Involvement: Simple messages, repetition, and attractive visuals.

• Effective Marketing for High Involvement: Detailed information, comparisons, and emotional appeals.

4. Overview of Key Concepts

4.1 Sensory Elements

• Voluntary vs. Involuntary Exposure: Differentiates between intentional marketing exposure and incidental contact.

• Subliminal Perception: Underlines ethical considerations in messaging.

4.2 Information Processing Model

• Green: Represents information processing elements.

• Blue: Highlights the influence of involvement levels on perception and processing.

• Perceptual Judgments: Assessment of stimuli based on personal biases and experiences.