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Homework

For example an advertisement made in contrast of black and white may be eye catching and affects perceptual selection. Expectations Consumer’s expectations also affect how things are perceived by consumer. Consumers generally see what they expect to see. A person expecting to see some particular shop in a shopping mall will soon find out one than the one in no expectation to see that shop. Motives Perceptual selection is also influenced by consumer’s motives at that time, consumer’s current needs and desires affect the stimulus selection for perception. A consumer planning to have a vacation will be more open to resorts’ advertisements, airlines deals and hotels’ offers. These are the two major factors that affect selection of perceptual stimuli. FACTORS AFFECTING NATURE OF PERCETION Exposure Attention Interpretation Exposure Exposure highlights the stimulus to which a consumer is exposed to. Exposure can be either deliberate or random. Selective exposure is deliberate, it happens when consumers seek out for messages that are pleasant and avoid the ones that are painful. Attention Attention explains out of all exposed stimulus, on which stimulus does the consumer pay concentration on. The attention paid by the consumer can be categorized as either of high involvement or of low involvement. The extent to which a consumer pay attention to particular stimulus is affected by a consumer’s needs interests and motives at that time. A person who is price conscious may pay attention to saver deals advertisements and on discount offers. Interpretation Interpretation defines the assignment of meaning to sensations. Interpretation of stimuli is also uniquely individual process. It is different for every person as each person perceives and interprets stimuli differently and uniquely. Attention Attention occurs when any stimulus is able to activate one or more sensory receptor nerves, and the sensation produced as a result of it, goes to the brain for further processing. Attention requires consumers to allocate limited mental processing towards information processing. There are multiple stimulus and situational factors that affect on which stimuli consumers pay attention to. Stimulus factors Stimulus factors mostly include physical characteristics and nature of stimulus. Size and Intensity – any stimulus that is huge or giant in size will automatically catch attention of a person. Intensity may include the length, brightness or loudness of the stimulus. Color and Movement – the more colorful a stimulus is, the greater it has the chances to catch an individual’s attention. In addition to being colorful, if stimulus is mobile rather than stagnant, it has greater probability of attracting individual’s attention. A bright colored package is more likely to attract attention. Position – placement of the object in a person’s visual field. Mostly stimuli placed at prime location, or at eye level or somewhere that is much unexpected for an individual to expect that stimulus to be. The greater it will attract the attention. Isolation – ...Show more

Summary

QUESTION # 1: Consumer perception is defined as a process by which a consumer identifies, organizes and interprets sensory information to create a meaningful picture of its environment in his mind. Perception is how a person sees the world around him. Aspects of Perception As described by the definition of perception, there are three aspects of perception as described in the definition of perception: Selection Organization Interpretation (Hawkins, Mothersbaugh, and Best) Perceptual selection is also influenced by many other factors such as: Nature of stimulus Expectations Motives Nature of Stimulus Consumer’s perception can be affected by number of variables defining the nature of stimulus…
Author : alvertahammes
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