Page 70 - DMGT506_CONSUMER_BEHAVIOUR

Unit 5: Consumer Perception

Notes
Example: A person who is contemplating buying a computer is more likely to notice
ads of computers and ignore other ads irrelevant to felt needs or interests.
A consumer’s selection of stimuli from the environment depends on the outcome of interaction
between expectations, motives and stimulus factors. A number of related concepts are important
in the study of perception.

Selective Exposure

Exposure occurs when consumers’ senses are activated by stimulus. Consumers are attentive to
stimuli which are relevant, pleasant, or towards which they may be sympathetic and ignore
unpleasant and painful ones. For instance, a consumer who is contemplating the purchase of a
scanner is more likely to look for scanner ads and tobacco users avoid messages that link it with
cancer and take note of those few that deny any relationship. Similarly, consumers readily
expose themselves to ads of products they prefer or admire, or ads that reinforce their purchase
decisions.

Example: A consumer who has bought an expensive Mac computer is more likely to see
or read its advertisements to reassure her/his purchase decision.

Selective Attention

Attention is the momentary focusing of a consumer’s cognitive capacity on a particular stimulus.
Consumers have increased awareness of stimuli that are relevant to their felt needs or interests
and decreased awareness of irrelevant stimuli. They would readily notice ads of products that
they need or want. Some consumers are price sensitive, for some quality is more important and
accordingly they pay attention to such ad messages. Consumers use considerable selectivity in
terms of attention they pay to different stimuli.

5.1.4 Adaptation

Adaptation refers to gradual adjustment to stimuli to which consumers are exposed for prolonged
periods. Because of adaptation, consumers do not notice the stimuli to which they have become
adjusted. For instance, an air-conditioned picture theatre feels quite cool in the beginning but
after a short while we adapt to the temperature and become less aware of it. Consumers become
adapted to advertising messages over time due to boredom or familiarity. They reduce their
attention level to frequently repeated advertisements and eventually fail to notice them. Because
of this reason marketers introduce attention-getting features in their ad campaigns and change
their advertising. The level of adaptation varies among consumers and some get adapted more
quickly than others.

Task Collect some print advertisements that are unusual and attracts attention at once.
Note what is so attractive about them.

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