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Perception
CHAPTER
CHAPTER
Stimulus Factors
Size and Intensity influence the
probability of paying attention
CHAPTER
CHAPTER
CHAPTER
Stimulus Factors
Isolation the separation of a stimulus object
from other objects
CHAPTER
CHAPTER
10
Individual Factors
Interest a reflection of overall lifestyle
and the ability to attend to information
CHAPTER
11
Situational Factors
Program Involvement:
CHAPTER
12
CHAPTER
13
Nonfocused Attention
Hemispheric Lateralization activity
that takes place on each side of the brain
CHAPTER
14
Determinants of Interpretation
Individual
characteristics
Stimulus
characteristics
Situational
characteristics
CHAPTER
Interpretation:
Gestalt
Cognitive
Affective
Interpretation
15
CHAPTER
Interpretation Characteristics
16
Individual:
Learning
Expectations
Situational:
Contextual Priming
Stimulus:
Sensory Discrimination
CHAPTER
Interpretation Extended
17
CHAPTER
18
CHAPTER
Impact on Retailers
Brand Name and Logo Development
Effective Media Strategy
Advertisement and Package Design
Warning labels and Disclaimers
Evaluating Advertising effectiveness
Ethical Concerns
19
CHAPTER
Group Exercise:
Discussion questions #37 & 38
20
21
CHAPTER
Exposure to Magazines
22
CHAPTER