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

2. 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.

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

4. 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).

5. 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.

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

7. 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.