Consumer Perception

Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

An Overview of the Perception Process

A woman without her man is nothing

A woman, without her man, is nothing

A woman: without her, man is nothing

People make their own world

Elements of Perception Sensation The absolute threshold The differential threshold Subliminal perception

Sensation The immediate and direct response of the sensory organs to stimuli A stimulus is any unit of input to any of the senses. The absolute threshold is the lowest level at which an individual can experience a sensation.

Sensory Receptors The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.

The lowest level at which an individual can experience a sensation. Absolute Threshold The lowest level at which an individual can experience a sensation.

Sensory Adaptation “Getting used to” certain sensations; becoming accommodated to a certain level of stimulation.

Differential Threshold The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).

Weber’s Law A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

Differential Threshold (Just Noticeable Difference – J.N.D.) Minimal difference that can be detected between two similar stimuli Weber’s law The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. Marketers are very concerned with the differential threshold, which is also called the just noticeable difference. It was a German scientist named Ernst Weber who realized that this difference was not a fixed amount. The best example is when you buy a low-priced product like a cup of coffee from Starbucks. A $1 increase in your tall coffee would be noticed by you. But if you were buying a laptop whose price changed from $455 to $456 you might not even notice.

Marketing Applications of the J.N.D. Marketers need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers Marketers make changes in their products over time. Sometimes they have to make negative changes, perhaps increase price or reduce package size. They want to make this negative change subtle enough that most consumers will not notice. On the other hand, a marketer might want to make positive changes to the product. They would want to determine how small they can make this change so that it is noticeable to the end consumer but does not cost the marketer excessive amounts of money. Marketers also want to be careful that when they change the look of a product or packaging, that consumers still recognize the brand and transfer their positive feelings toward the brand.

Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

Aspects of Perception Selection Organization Interpretation

Aspects of Perception Selection Organization Interpretation

Perceptual Selection Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors Consumers’ previous experience Consumers’ motives Selection depends on the Nature of the stimulus Expectations Motives

Perceptual Selection Selection Depends Upon: Nature of the stimulus Includes the product’s physical attributes, package design, brand name, advertising and more… Expectations Based on familiarity, previous experience or expectations. Motives Needs or wants for a product or service. Consumers are exposed to thousands, if not millions, of stimuli every day. The stimuli that they perceive depends on the three factors on this slide – nature of the stimulus, expectations, and motives. Think of the last time you went to the supermarket – what products did you notice? Why? Perhaps it was the nature of the stimulus, the packaging of the product. You might notice a sale on your favorite brand because you have positive expectations of how that brand performs. Finally, your motive in going to the supermarket might have been to purchase eggs and milk. This might lead you to notice promotions or point-of-purchase displays for these products.

Why Are Consumers Likely to Notice This Ad? Chapter Six Slide

The Attention-Getting Nature of a Dramatic Image

Perceptual Selection Concepts Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which: Are pleasant They can sympathize Reassure them of good purchases

Perceptual Selection Concepts Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium

Perceptual Selection Concepts Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Screening out of stimuli which are threatening

Perceptual Selection Concepts Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers avoid being bombarded by: Tuning out

Aspects of Perception Selection Organization Interpretation

Organization Principles Figure and ground Grouping Closure People tend to organize perceptions into figure-and-ground relationships. The ground is usually hazy. Marketers usually design so the figure is the noticed stimuli.

This billboard for Wrangler jeans makes creative use of the figure-ground principle.

Lacoste’s campaign uses a very plain ground so the symbol really shows. weblink

Organization Principles Figure and ground Grouping Closure People group stimuli to form a unified impression or concept. Grouping helps memory and recall.

Organization Principles Figure and ground Grouping Closure People have a need for closure and organize perceptions to form a complete picture. Will often fill in missing pieces Incomplete messages remembered more than complete

Aspects of Perception Selection Organization Interpretation

Interpretation Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Positive attributes of people they know to those who resemble them Important for model selection Attractive models are more persuasive for some products

Dove’s campaign stresses the everyday woman. weblink

Interpretation Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People hold meanings related to stimuli Stereotypes influence how stimuli are perceived

Interpretation Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive

Interpretation Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People tend not to listen to all the information before making conclusion Important to put persuasive arguments first in advertising

Interpretation Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Consumers perceive and evaluate multiple objects based on just one dimension Used in licensing of names Important with spokesperson choice

The halo effect helps Adidas break into new product categories.

Positioning Establishing a specific image for a brand in the consumer’s mind Product is positioned in relation to competing brands Conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need Result of successful positioning is a distinctive, positive brand image

Positioning Techniques Umbrella Positioning Positioning against Competition Positioning Based on a Specific Benefit Finding an “Unowned” Position Filling Several Positions Repositioning

How Can This Ad Affect the Service’s Perceived Quality?

It Uses a Process Dimension in Advertising a Newly-Formed Business Class on an Airline

Consumer Imagery Consumer try to preserve or enhance their pictures by buying products or brand that they believe are consistent and congruent with their self-image Positioning of service Perceived Price Perception of Colours Perceived Quality Perceived Risk