Chapter 2

1. Draw a diagram of the perceptual process. Draw a circle around the parts of
the perceptual process that you think influence how much you will eat the next
time you have lunch.
The diagram should contain the three primary stages – Exposure, Attention, and
Interpretation – as well as the sensory stimuli and sensory receptor boxes. All of
these stages could be justified as having an influence on how much a person will
eat the next time they have lunch, so each one of these parts should have a circle
around it.

2. What are the unconscious influences on what and how much food we
consume?
The unconscious influences on what and how much food we consume are largely
based on visual cues. Some of these visual cues include:
 Size of a package or plate
 Shape of a glass
 Serving size
 Variety of food available
 Whether the package or plate is empty
 Whether people are eating around us

3. What influence does the environment, for example, at a movie theatre, have on
what and how much we will eat?
The environment has a significant effect on what and how much we eat. As
consumers, we respond to various environmental cues that suggest to us it is time to
eat, as well as how much we should eat. For instance, at a movie theatre, it is part
of the script of going to a movie that we should eat certain types of food (e.g.
popcorn). People around us are also eating, which suggests to us that it is time to
eat. Also, the size of the package that we choose (e.g. a medium versus large
popcorn) suggests how much we should eat. For instance, as the video indicates,
people that were given large-sized popcorn ate more than people that were given
medium-sized popcorn.

4. Who is responsible for how much we eat?

Ultimately, we are responsible for how much we eat. Because what and how much
we eat is based on perceptual processes, we can train or trick ourselves to change
our eating habits. For instance, instead of eating quickly, we can eat more slowly,
which will give our bodies time to register whether we are full or not.

CASE STUDY TEACHING NOTES

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 Chapter 2

The Brave New World of Subway Advertising

Summary of Case

Since 1999, a new segment of out-of-home advertising has been developed. Various
agencies around the world have pioneered a technology that allows for static images
placed in subway tunnels to appear as full-motion commercials. This represents one of
many developments in recent years to break through ad clutter to capture consumers’
attention with a novel type of advertising in a place that consumers do not expect it. The ad
medium is rolling out in subway tunnels of major cities worldwide. The most notable part
of this new development is that public reaction has been overwhelmingly positive. Transit
officials, agency representatives, and corporate advertisers alike have been given kudos for
turning dark and dreary tunnels into something entertaining for commuters.

Suggestions for Presentation

This case could be assigned as an out-of-class or in-class activity. As an in-class activity, it

might be more effective to have the class read it, then break them into small groups to
discuss the questions. This is because a good response to the questions would require a
consideration of various chapter concepts. The small group discussion could then be
followed up with a large group review.

The discussion questions indicate that this case can be most appropriately tied to the
section in Chapter 2 that covers the concept of attention. However, the flexibility of the
case would allow for some application to the sections on exposure (Which of the five
senses does this ad type appeal to most? What are the implications of this for advertisers?)
and interpretation (How does placement of an ad in this context affect positioning? How
does the nature of different target segments of subway riders affect interpretation?). Thus,
this case can be used to illustrate the entire process of perception as explained in the
chapter.

This case allows for the psychological processes of perception to be linked to real-world
marketing implications. One item of interest not mentioned in the case that may be brought
up during discussion is how this unique appeal to the perception processes of consumers
has created value for multiple constituencies:
 The consumers—the positive reception indicates that the ads have entertainment
value during an otherwise boring commute.
 The media agencies—these agencies are new ventures and are carving out a multi-
million dollar industry. The cost of subway ads ranges from $35,000 a month to
$250,000 a month depending on the route.
 The advertisers—there is no shortage of promotional choices for corporations and
non-profit organizations. However, subway tunnel advertising gives marketers one
of the few options that breaks through ad clutter in such a way that the consumer
wants to see the ad, not to avoid it.
 The transit agencies—most metropolitan transit agencies are struggling with ever
tightening budgets and with the balance of fare prices and demand. Many are
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 Chapter 2

therefore searching for additional revenue streams such as concessions or

advertising. Although in-station and in-train advertising has been around since the
early 1900s, subway tunnel agencies are forecasting that a single transit company
(which would receive between 25 percent and 60 percent of the revenues) could
earn as much as $200 million over 5 years.

Suggested Answers For Discussion Questions

1. Based on the principles of attention presented in this chapter, explain why this new
wave of subway ads is expected to be so effective.

This case is suited for illustrating various aspects of the perceptual process,
including sensation, exposure, attention, and interpretation. However, the concepts
that best explain why this new advertising medium should initially be successful
are the stimulus selection factors of position and novelty that contribute to
attention. With respect to position, subway ads come into full view, right outside
the windows of subway trains where many riders are likely to be gazing. The
concept of novelty exerts that stimuli that appear in unexpected places tend to grab
attention. Certainly, these ads should at least initially be unexpected on the dark
walls of subway tunnels. These things alone will contribute to higher than normal
levels of attention which should have some effect on memory retention.

2. Using the same principles, what should the ads’ creators consider to avoid the
potential burnout of this medium?

Obviously, if novelty is the biggest playing card for this advertising medium, then
this should wear off. This is especially true because the image panels for these ads
are placed physically in the subway tunnels and will likely remain in place for at
least a month. Many subway riders are regulars. This means that they will see the
same ad day after day. It won’t take long before they no longer look. Additionally,
after riders become accustomed to the ad medium itself, subway tunnel ads won’t
be any different than any other type of advertising as far as the attention-grabbing
benefits.

It is also speculated by some that the positioning of ads where riders are likely to
be looking may produce negative reactions. Some riders gazing out of subway
windows may enjoy the darkness as a form of relaxation or mediation.

Drawing upon other concepts from the chapter, in becoming familiar with these
subway ads, riders are going through “adaptation” and are likely to notice them
less. That is, unless the powers at be do something to change the nature of the ads.

FIELD PROJECT IDEAS

Individual Assignments
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