Consumer Perception (Ref. Chapter 8)

Perception The process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world “How we see the world around us”

Elements of Perception Sensation Absolute threshold Differential threshold Subliminal perception

Sensation Direct response of sensory organs to stimuli Absolute threshold is the lowest level at which an individual can experience a sensation

Differential Threshold Known as Just Noticeable Difference (jnd) Minimal difference that can be detected between 2 similar stimuli

Weber’s Law The stronger the initial stimulus, the greater the intensity for the second stimulus to be perceived as different Basis for “habituation”

Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be received

Aspects of Selection Selection Organisation Interpretation

Perceptual Selection Consumers selective in what they perceive Selection depends on - nature of stimulus - expectations - motives

Perceptual Organisation Consumers organise perceptions to make sense e.g. figure and ground relationship

Interpretation Physical appearances Stereotypes First impressions Jumping to conclusions

Perceptions and Marketing Basis for marketing decisions – strategy and operational e.g. product positioning communications media and message