Perception CHAPTER EIGHT

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Perception CHAPTER EIGHT Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Information Processing for Consumer Decision Making 8-1 Exposure Random Deliberate Attention Low- High- involvement involvement Interpretation Short-term Memory Long-term Active problem Stored experiences, solving values, decisions, rules, feelings Purchase and consumption decisions Perception Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Information Processing is Selective 8-2 Stimuli Exposure Attention Interpretation Memory Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

The Impact of Size on Advertising Readership* 8-3 One-page ads have almost twice the impact of fractional-page ads Mean noted scores Based on an analysis of 85,000 ads. Source: Cahners Advertising Research Report 110.1B (Boston: Cahners Publishing, undated).

Color and Size Impact on Attention 8-4 * *Readership of a 1-page black-and-white ad was set at 100. Source: “How Important is Color to an Ad?”Starch Tested Copy, February 1989, p.1.

Involvement with a Magazine and Advertising Effectiveness 8-5 Source: Cahners Advertising Research Report 120.12 (Boston: Cahners Publishing Co.).

Logos Influence the Image Consumers Have of Firms 8-6 Name Rated Name and Rated Percent Only “Very High” Logo “Very High” Change UPS 68 % FedEx 67 Federal 62 Express United States 53 Postal Service 58 % 50 68 54 -15% -25 +10 +2 United States Postal Service • Note: The percentage shown on the Name and Logo columns are average top-box ratings (“agree strongly”) within a 5-point rating scale on the image contribution attributes, based only on respondents who are aware of the company or brand. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

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