1. Consumer Perception
(Ref. Chapter 8)

2. 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”

3. Elements of Perception
Sensation
Absolute threshold
Differential threshold
Subliminal perception

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

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

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

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

8. Aspects of Selection
Selection
Organisation
Interpretation

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

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

11. Interpretation Physical appearances Stereotypes First impressions
Jumping to conclusions

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