1. Chapter 2
Perception

2. “Perception is Reality”
Louis Cheskin

3. Are The Center Circles the Same Size?

4. Are the Purple Lines Bent or Straight?

5. A Sax Player or a Woman’s Face?

6. Sensation and Perception
Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound.
Perception
Process by which these sensations are selected, organized, and interpreted.
People only process a small amount of information (stimuli).
An even smaller amount is attended to and given meaning.

7. The Perception Process
Sensation
Exposure
Attention
Interpretation
STIMULI or SENSORY INPUTS
Meaning
Response
Perception

8. Sensory Systems Vision Smell Sound Touch Taste
Visual Elements in Advertising,
Store Design and Packaging.
Sound
Odors Can Stir Emotions or Create
Feelings Such as Happiness/ Hunger.
Touch
Research Has Analyzed Effects of : Background Music & Speaking Rates
Taste
Shown to Be a Factor in Sales Interactions.
Ethnicity Affects Taste Preferences.

9. Exposure
Degree to which people notice a stimulus that is within range of their sensory receptors.
Consumers:
Concentrate on some stimuli,
Are unaware of others,
Even go out of their way to ignore some messages.
Pychophysics - Science that focuses on how the physical environment is integrated into our personal, subjective world.

10. Sensory Thresholds
Lowest Intensity of a Stimulus That Consumers are Capable of Perceiving:
Absolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
Marketing Stimuli
Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference & Weber’s Law)

12. Subliminal Perception
Occurs When The Stimulus Is Below The Level Of The Consumer’s Awareness.
Embeds
Tiny Figures in Print
Advertising
Subliminal Techniques
Auditory Messages
Messages on Sound
Recordings
Low-Level Auditory Stimulation
Threshold Messaging

13. Does Subliminal Perception Work?
Threshold
Differences
Distance and
Position Control
Does Subliminal Perception Work?
Influence of Subliminal Messages
Viewing
Attention Control
Generalized
Effect

14. Attention
Refers to the extent to which processing activity is devoted to a particular stimulus.
Consumers often suffer Sensory Overload, exposure to far more information than they are capable of or willing to process.
Example: More than 6000 TV commercials are run each week.

15. Perceptual Selection How do Consumers Choose What to Pay Attention To?
Experience
Result of Acquiring Information Over Time
Perceptual Selection Means that People Pay Attention to Only a Small Portion of Stimuli to Which They Are Exposed.
How do Consumers Choose What to Pay Attention To?
Perceptual Filters
Past Experiences Influences What We Decide to Process
Perceptual
Vigilance
Perceptual
Defense
Adaptation

16. Factors Leading to Adaptation
Intensity
Adaptation
Relevance
Duration
Factors Leading to Adaptation
Discrimination
Exposure

17. Perceptual Selection Size Color Position Novelty
How do Consumers Choose What to Pay Attention To?
Stimulus Selection Factors
Size
Color
Position
Create Contrast so That Stimuli is More Likely to Be Noticed Remember Weber’s Law.
Novelty

18. Interpretation
Refers to the meaning that we assign to sensory stimuli.
Consumers assign meaning to stimuli based on Schema, or set of beliefs, to which the stimuli is assigned.
The schema will determine what criteria will be used to evaluate the:
product,
package,
message.

19. Interpretation Semiotics: The Symbols Around Us
The study of how consumers interpret the meanings of symbols
Object
Sign
Interpretant

20. Semiotics

21. Stimulus Organization
The Gestalt Perspective (Summarized as “The Whole is Greater Than the Sum of It’s Parts) Provides Several Principles Relating to the Way Stimuli Are Organized:
Principle of Similarity
Consumers Tend to Group
Objects That Share Similar
Physical
Characteristics.
Closure Principle People Tend to Perceive an Incomplete Picture as Whole.
Figure-Ground Principle
One Part of the Stimulus Will
Dominate (the Figure) While
Other Parts Recede Into
the Backdrop
(the Ground)

22. Perceptual Positioning
Quality
Lifestyle
Positioning Strategy Uses Elements of the Marketing Mix to Influence the Consumer’s Interpretation of It’s Meaning.
Users
Price Leadership
Occasions
Attributes
Positioning Dimensions
Competitors
Product Class

23. Repositioning
Current Brand is “Cannibalizing”
Other Brands in Product Line.
Repositioning Occurs When a Brand’s Original Market Position is Modified Because:
Too Many Competitors Are
Stressing the Same Attribute.
Original Market Evaporates or
Is Unreceptive to the Offering.