Exposure Attention Perception
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Transcript of Exposure Attention Perception
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7/29/2019 Exposure Attention Perception
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P R E S E N T E D B Y
N A V E E D A L A M K A B I R , I S H A N K S A G A R ,K S H I T I J D U B E Y , A S H U T O S H Y A D A V A N D
C Y R I L S C A R I A
Exposure, Attention and
Perception
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ASSIGNMENT
Examine the homepages of two competing onlineretailers :
How does each site use the principles of perceptual
organization?How does each make its stimuli pleasant, easy to
process, or surprising?
Which home page appears to be the most effective in
attracting your attention and perception and why?
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http://www.flipkart.com/
http://www.homeshop18.com/
Websites chosen for the study
http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/ -
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Perceptual Organization
The process by which stimuli are organized intomeaningful units.
Principles of Perceptual Organization
Figure and Ground Closure
Grouping
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Flipkart Home Shop 18
Movement: Latestadvertisements are nonstatic
Background : Whitebackground, greater focuson products
Size : Important stimulilike latest offers, productlines etc. are displayed inlarge sizes
Movement : Latestadvertisements are nonstatic
Background : Whitebackground, greaterfocus on products
Size : Important stimulilike latest offers, productlines etc. are displayed inlarge sizes
Figure and Ground
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Flipkart Home Shop 18
Information is specific
and to large extentcomplete on Flipkartshome page
Ambiguous
Information : UnlikeFlipkart, categorizationis more abstract ratherthan specific and
detailed.
Closure
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FlipkartHome Shop 18
Similarity Similar
products arestrategically placedclose to each other Eg. Lifestyle Products
Clothing, Footwearand Watches aregrouped together
A lot of content is made
available on the homepage itself in a ratherunsystematic way.
Grouping
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Enhancing Consumer Attention by MakingStimuli
Pleasant
Surprising
Easy to process
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Flipkart Home Shop 18
Using Humour
Satirical Ads UsingChildren
Using attractive models
Pleasant
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Flipkart Home Shop 18
Novelty : Using
children in their ads
Novelty :Product
Videos andDemonstrations can be
viewed online
Surprising
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Flipkart Home Shop 18
Concreteness : Most of
the information on thehome page is concreteand does not leave roomfor any doubts
Competing Information:Strategically arrangedinformation, very lessclutter
Concreteness : Most of
the information on thehome page is concreteand does not leaveroom for any doubts
CompetingInformation: Too muchof information on thehome page
Easy to Process
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Our Choice
We pick Flipkart over Home Shop 18 due to thefollowing reasons :
1. Very pleasant home page with information that is
concrete, specific and well arranged.2. Brand Name
3. Greater Product Variety
4. More interactive home-page
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THANK YOU