Perception- ATTENTION and INTERPRETATION

As discussed in my previous post, perception can be interpreted in many ways. Many theorists have designed models that give an insight into how people as individuals perceive things when referring to people's, buying decisions. In today's lecture, we looked at some of the different models and how relevant they are to individual's buying behaviour. We looked at Kotler's model, the buyer decision process which explains the process that each individual goes through when buying something. We also looked at the 'Perceived Risk Model' proposed by the Harvard Business School in the mid 1960's. Lauren and Kapferer (1985) argue that the consumer's level of involvement will be affected by the different elements which may effect what they end up buying.

Prior to looking at these models, the class did an activity where we drew a word picture of a typical over 50 year old. Using the demographics of someone from this age group, we had to use a variety of words that would describe the individual in terms of their interests, hobbies, and career based on how others see them. In my group,words varied from; holidays, worther's original, glasses, skooters, corduroy and M&S. This activity, highlighted just how stereotypical this society is and how sometimes, it is easy to misjudge people.

Kotler's model explains the process people go through when buying something. This could range from products, to clothes and edible foods. For example, an individual will notice that they are hungry, they then find out where they can buy food from. When they are in the shop they will decide from a range of things, what the would prefer to eat and as a result, they will buy it. This is where they experience postpurchase behaviour once they have purchased the product. They are either satisfied or disappointed with their choice of purchase.

This model is subconsciously applied to everyday life, as people do not know that they are doing this when buying something. However, it is a logical model and can be applied to anything that someone decides to buy. Originally founded by the Harvard Business School in the 1960's, the perceived risk model suggests that behaviour depends on an individuals subjective perception of the risk inherant in buying a product. Lauren and Kapferer (1985), emphasised this model where they argued that a consumers level of involvement will be affected by four components. We looked at the FTPEPS which defines the 6 parts that affect the importance and risk involved when purchasing something. The 6 components are; Finance, Time, Performance, Ego, Physical and social.

Today's lecture enabled me an insight into how and why people determine what they want to buy. This is relevant to creating an advertisement for certain products and you are likely to have a better insight into what catches different target audience's eyes.

In addition, we looked at how product packaging can be used to make a product stand out.  When promoting a brand, marketers have to find the best way possible to lure the consumer. 

In regards to adverts linked to flights, the target audience of the promoters, are the same so, there is more pressure to make your advert stand out. In cases like these, guerrilla marketing is evident and advertising traits are sometimes, exeeded.  Guerrilla marketing, is a term used to describe promotion of a product by mischieviously, generating public attention.  An example of this form of marketing is evident in a clip from 'The People's Supermarket': http://www.channel4.com/programmes/the-peoples-supermarket/4od#3161537

In this clip, the manager of the store is in desperate need of customers in order to keep the supermarket, up and running.  In his campaign to persuade shoppers from nearby Sainsbury's to switch, he uses guerrilla- style marketing. 

Juxstaposition, is also evident in advertising, today.

Jordan, also known as Katy Price, is a glamour model who has also enhanced her brand by doing, reality TV shows, etc.  The juxstaposition used here, is Jordan with her 'fictitious boobs', bottle feeding her baby.  Juxstaposition, is a term used to describe two opposites that have been placed together.  There are many froms of this, in this advert.
1) Is Jordan being portrayed here as a mum or model? Surely if marketers wanted her to look like a reasonable mother, they would have her fully clothed, feeding her baby.
2) Is the advert suggesting breast implants or good 'parenting?'

Give yourself a task and look at the advert below.  Decide whether or not, juxstaposition has been used here, effectively??? 


...JUXSTAPOSITION OR NOT???