Exposure, Attention and Perception

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

easy to process. or surprising?  Which home page appears to be the most effective in attracting your attention and perception and why? .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.

flipkart.Websites chosen for the study http://www.com / http://www.com/ .homeshop18 .

 Principles of Perceptual Organization    Figure and Ground Closure Grouping .Perceptual Organization  The process by which stimuli are organized into meaningful units.

Figure and Ground Flipkart  Movement: Latest Home Shop 18  Movement : Latest advertisements are non static  Background : White background. product lines etc. product lines etc. are displayed in large sizes . greater focus on products  Size : Important stimuli like latest offers. are displayed in large sizes advertisements are non static  Background : White background. greater focus on products  Size : Important stimuli like latest offers.

Closure Flipkart Home Shop 18  Information is specific  Ambiguous and to large extent complete on Flipkart’s 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. . Footwear and Watches are grouped together available on the home page itself in a rather unsystematic way. Lifestyle Products – Clothing.

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 .

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 .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.

Greater Product Variety 4. 2. specific and well arranged. More interactive 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. Brand Name 3.

THANK YOU .

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