CHAPTER 8
PERCEPTION
Copyright 2020 © McGraw-Hill Education. All rights reserved. No reproduction
1 THE NATURE OF PERCEPTION
2 EXPOSURE
2.1 Selective Exposure
2.2 Voluntary Exposure
3 ATTENTION
3.1 Stimulus Factors
3.1.1 Size
3.1.2 Intensity
3.1.3 Attractive Visuals
3.1.4 Color and Movement
3.1.5 Position
3.1.6 Isolation
3.1.7 Format
3.1.8 Contrast and Expectations
3.1.9 Interestingness
3.1.10 Information Quantity
3.2 Individual Factors
3.2.1 Motivation
3.2.2 Ability
3.3 Situational Factors
3.3.1 Clutter
3.3.2 Program Involvement
3.4 Nonfocused Attention
3.4.1 Hemispheric Lateralization
3.4.2 Subliminal Stimuli
4 INTERPRETATION
4.1 Individual Characteristics
4.1.1 Traits
4.1.2 Learning and Knowledge
4.1.3 Expectations
4.2 Situational Characteristics
4.3 Stimulus Characteristics
4.3.1 Traits
4.3.2 Organization
4.3.3 Changes
4.4 Consumer Inferences
4.4.1 Quality Signals
4.4.2 Interpreting Images
CHAPTER 8
PERCEPTION
Copyright 2020 © McGraw-Hill Education. All rights reserved. No reproduction
4.4.3 Missing Information and Ethical Concerns
5 PERCEPTION AND MARKETING STRATEGY
5.1 Retail Strategy
5.2 Brand Name and Logo Development
5.2.1 Linguistic Considerations
5.2.2 Branding Strategies
5.2.3 Logo Design and Typographics
5.3 Media Strategy
5.4 Advertisements
5.5 Package Design and Labeling