1. Chapter 5 Consumer Perception
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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2. Copyright © 2006 Pearson Education Canada Inc.
Opening Vignette
Good Carbs, Bad Carbs
Pasta, white bread, beer are ‘bad carbs’
Beer is perceived as high in bad carbs
Only 11 to 17 gms per bottle
Consumers overestimate carbs in beer
Perceptions have to change
Labatt’s campaign
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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
How we see the world around us
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4. Elements of Perception
Absolute threshold
Differential threshold
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Sensation
The immediate and direct response of the sensory organs to stimuli.
A perfectly unchanging environment provides little to no sensation at all!
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6. Differential Threshold or j.n.d
The minimal difference that can be detected between two similar stimuli
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Weber’s Law
the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
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8. Marketing Applications of the JND
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
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9. Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness
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10. Subliminal Perception
1957: Drive-In Movie Theater
1974: Publication of Subliminal Seduction
1990s: Allegations against Disney
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11. Is Subliminal Persuasion Effective?
Extensive research has shown no evidence that subliminal advertising can cause behaviour changes
Some evidence that subliminal stimuli may influence affective reactions
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
Conscious and unconscious screening of stimuli
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Perceptual Selection
Depends on three major factors
Consumer’s previous experience
Consumer’s motives
Nature of the stimulus
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15. Concepts Concerning Selective Perception
Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking
Gestalt
Psychology
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16. Perceptual Selection – Cont’d
Selective exposure
Consumers actively choose stimuli that they want to see
Selective attention
Consumers decide how much attention they will pay to a stimulus
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17. Perceptual Selection – Cont’d
Perceptual defence
Consumers screen out psychologically threatening stimuli
Perceptual blocking
‘tuning out’ of stimuli
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19. Principles of Perceptual Organization
Figure and ground
Definition of figure depends on the background
Grouping
Information is organized into chunks
Closure
Incomplete stimuli create tension
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20. Influences of Perceptual Distortion
Physical Appearances
Stereotypes
First Impressions
Jumping to Conclusions
Halo Effect
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21. Issues In Consumer Imagery
Product Positioning and Repositioning
Perceived Price
Perceived Quality
Price-Quality Relationship
Perceived Risk
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Positioning
Establishing a specific image for a brand in relation to competing brands
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23. Positioning Techniques
Umbrella Positioning
Positioning Against Competition
Positioning Based on a Specific Benefit
Conveying a Product Benefit
Taking an Un-owned Position
Positioning for Several Positions
Repositioning
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Perceptual Mapping
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
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Research Insight
Attribute-based approach
Identify attributes that consumers use
Rate brands on these attributes
Identify ideal level of these attributes
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Research Insight
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Internet Insight
Non-attribute-based approach
List all brands; identify all pairs
Arrange pairs in order of similarity
Identify underlying dimensions
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Research Insight
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30. Pricing Strategies Focused on Perceived Value
Satisfaction-based Pricing
Relationship Pricing
Efficiency Pricing
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31. Issues in Perceived Price
Reference prices
Internal
External
Tensile and objective price claims
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32. Tensile and Objective Price Claims
Evaluations least favorable for ads stating the minimum discount level
Ads stating maximum discount levels are better than stating a range
Save 10% or more
Save upto 50%
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Perceived Quality
Perceived Quality of Products
Intrinsic vs. Extrinsic Cues
Perceived Quality of Services
Price/Quality Relationship
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34. Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).
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(continued)
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Figure 5-9 (continued)
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Perceived Risk
The degree of uncertainty perceived by the
consumer as to the consequences (outcomes) of a specific purchase decision
High-risk perceivers are narrow categorizers
Limit their choices to safe alternatives
Low-risk perceivers are broad categorizers
Wide range of alternatives preferred
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Types of Risk
Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk
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39. How Consumers Handle Risk
Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance
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40. Perception and Marketing Strategy
Make perceptual selection work in your favour
Increase accidental exposure
Use the j.n.d
Draw attention to your ad using contrast and other principles
Find creative ways to reduce blocking
continued
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41. Perception and Marketing Strategy
Ensure that consumers organize and interpret messages correctly
Develop suitable consumer imagery
Find ways to reduce perceived risk
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