Exposure, Attention and Perception

PRESENTED BY NAVEED ALAM KABIR, ISHANK SAGAR, KSHITIJ DUBEY, ASHUTOSH YADAV AND CYRIL SCARIA

ASSIGNMENT
Examine the homepages of two competing online retailers : 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?

Websites chosen for the study

http://www.flipkart.com /

http://www.homeshop18 .com/

Perceptual Organization
The process by which stimuli are organized into

meaningful units. Principles of Perceptual Organization

Figure and Ground Closure Grouping

Figure and Ground

Flipkart
Movement: Latest

Home Shop 18
Movement : Latest

advertisements are non static Background : White background, greater focus on products Size : Important stimuli like latest offers, product lines etc. are displayed in large sizes

advertisements are non static Background : White background, greater focus on products Size : Important stimuli like latest offers, product lines etc. are displayed in large sizes

Closure
Flipkart Home Shop 18

Information is specific

Ambiguous

and to large extent complete on Flipkarts home page

Information : Unlike Flipkart, categorization is more abstract rather than specific and detailed.

Grouping
Flipkart Home Shop 18

Similarity Similar

A lot of content is made

products are strategically placed close to each other Eg. Lifestyle Products Clothing, Footwear and Watches are grouped together

available on the home page itself in a rather unsystematic way.

Enhancing Consumer Attention by Making Stimuli

Pleasant Surprising Easy to process

Pleasant
Flipkart Home Shop 18

Using Humour

Using attractive models

Satirical Ads Using Children

Surprising
Flipkart Home Shop 18

Novelty : Using

Novelty :Product

children in their ads

Videos and Demonstrations can be viewed online

Easy to Process
Flipkart
Concreteness : Most of

Home Shop 18

Concreteness : Most of

the information on the home page is concrete and does not leave room for any doubts Competing Information: Strategically arranged information, very less clutter

the information on the home page is concrete and does not leave room for any doubts Competing Information: Too much of information on the home page

Our Choice
We pick Flipkart over Home Shop 18 due to the following 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

THANK YOU