Rorschach Test

http://theinkblot.com/

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

The nature of perception

Exposure
Attention
Interpretation

Memory

Short-term
Long-term

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

82

Information processing for consumer

decision making

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-3

Exposure
Occurs when a stimulus comes within range of our

sensory receptor nerves

Deliberate exposure to stimuli

Consumers seek information that will help achieve certain

goals

immediate
long-range

Random exposure to stimuli

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

84

Attention
Occurs when stimulus activates one or more

sensory receptor nerves and the resulting

sensations go to the brain for processing
Determined by:

Stimulus
Individual
Situation

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

85

Attention paid to prime-time TV ads

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-6

Stimulus factors
Size and intensity

Insertion frequency

Colour and movement

Position
Isolation
Format

Contrast

Adaptation level theory

Compressed messages

Information quantityinformation overload

Copyright 2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

87

The impact of advertisement size

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-8

Interpretation
Cognitive interpretation

Process of adding meaning

From existing knowledge

semantic meaning
psychological meaning

Affective interpretation

Processing and adding meaning by feeling

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

89

Affective interpretation used in an

advertisement

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-10

Childrens information processing

Stage

Description

1. Sensorimotor
intelligence (0-2 yrs)

Primarily motor

2. Pre-operational thought Language and

conceptual development
(3-7yrs)
3. Concrete operations
(8-11yrs)

Logical thought applied

4. Formal operations
(12-15yrs)

Logical thought has been

developed and can be
applied

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-11

Retail strategy
Store layout

Cold and hot zones

Traffic and islands

Lighting and fitout

Placement of products on shelves

Eye levels (for adults and for children!)

Number of facings to maximise visual impact

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

812

Brand name and logo development

Important for consumer and industrial products
Creating a brand is a long and expensive process
Brand names and logos require constant

management and rejuvenation

Take into account where the brand name/logo will
be used

Is it easily transferable to a range of media?

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

813

Media strategy
Random approach

To reach where the target market may be

Selective approach

To reach where the target market is

Focused media

Advertisements

Utilise stimulus characteristics

Package design

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

814

Simple, straight-forward
advertisements can gain attention

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

8-15

Discussion Question 1
What is the difference between cognitive and

affective interpretation? Describe.

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney

Discussion Question 2
Suggest a brand name for these products and

explain groups your choice.

(a) Beer
(b) Mountain bike
Justify your suggestions based on the theory of

cognitive and affective interpretation.

Copyright 2007 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney