Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success by DeHerder Rick & Blatt Dick

Author:DeHerder, Rick & Blatt, Dick [DeHerder, Rick]
Language: eng
Format: mobi
Publisher: Pearson Education (USA)
Published: 2010-09-08T16:00:00+00:00

Looking away from the figure, can you recall what symbol was to the right or left of the oval? Can you recall what was above or below? Again, unless you have Rain Man-like powers of observation and short-term memory recall, you likely can recall nothing other than the position of the oval. In addition to scanning to locate the targeted symbol, you deselected everything that did not fit the criteria. Either you did not see it, or you saw it and discarded it as irrelevant to the task at hand.

Psychologists refer to a related concept as “inattentional blindness.” The concept was forcefully demonstrated by Daniel Simons and Christopher Chabris in a study they conducted in the 15th-floor elevator lobby at Harvard University.3 They prepared videos of two teams, one dressed in white and the other dressed in black, passing a basketball back and forth. They recruited subjects and asked them to view the video and to count the number of successful passes completed by the team in white. In one version of the video, a woman dressed in a gorilla costume entered after 45 seconds and walked right through the scene. Although she is clearly visible for a full 5 seconds, 56 percent of all participants did not recall the appearance. In a second version of the tape, the costumed character stops, faces the camera, and pounds her chest before walking off. Even with this extremely disruptive behavior that lasted 9 seconds, 55 percent of the subjects did not recall the gorilla. The test subjects were so completely focused on completing their task that they screened out everything that was not relevant to that task. To break through this focus, the disruptive power of the interruption would have to be extraordinarily powerful. Compare this example of unintentional screening while processing information to the predominant number of marketing at retail executions that are never observed by shoppers.

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