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What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency

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  • Stewart A. Shapiro
  • Jesper H. Nielsen

Abstract

As competition for consumer attention continues to increase, marketers must depend in part on effects from advertising exposure that result from less deliberate processing. One such effect is processing fluency. Building on the change detection literature, this research brings a dynamic perspective to fluency research. Three experiments demonstrate that brand logos and product depictions capture greater fluency when they change location in an advertisement from one exposure to the ad to the next. As a consequence, logo preference and brand choice are enhanced. Evidence shows that spontaneous detection of the location change instigates this process and that change detection is incidental in nature; participants in all three experiments were unable to accurately report which brand logos or product depictions changed location across ad exposures. These findings suggest that subtle changes to ad design across repeated exposures can facilitate variables of import to marketers, even when processing is minimal.

Suggested Citation

  • Stewart A. Shapiro & Jesper H. Nielsen, 2013. "What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1202-1218.
    • Handle: RePEc:oup:jconrs:doi:10.1086/667852
    DOI: 10.1086/667852
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    Cited by:

    1. Ainsworth, Jeremy & Ballantine, Paul W., 2014. "That׳s different! How consumers respond to retail website change," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 764-772.
    2. Carlos Guerrero Medina & Myriam Martínez‐Fiestas & Maria I. Viedma‐del‐Jesus & Jessica Alzamora Ruiz, 2020. "Living wage in the framework of corporate social responsibility: Analyzing its impact on consumer response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2060-2070, September.
    3. Carter Morgan & Tatiana M. Fajardo & Claudia Townsend, 2021. "Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 566-583, May.
    4. Fecher, André & Robbert, Thomas & Roth, Stefan, 2020. "Per piece or per kilogram? Default-unit effects in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Ainsworth, Jeremy & Ballantine, Paul W., 2017. "Consumers’ cognitive response to website change," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 56-66.
    6. Ketron, Seth, 2018. "Perceived Product Sizes in Visually Complex Environments," Journal of Retailing, Elsevier, vol. 94(2), pages 154-166.

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