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Consumer Perception

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.

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Consumer Perception

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  1. Consumer Perception

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

  3. An Overview of the Perception Process

  4. A woman without her man is nothing

  5. A woman, without her man, is nothing

  6. A woman: without her, man is nothing

  7. People make their own world

  8. Elements of Perception • Sensation • The absolute threshold • The differential threshold • Subliminal perception

  9. 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.

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

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

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

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

  14. 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).

  15. 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.

  16. 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

  17. 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.

  18. Aspects of Perception Selection Organization Interpretation

  19. Aspects of Perception Selection Organization Interpretation

  20. 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

  21. Perceptual Selection Selection Depends Upon:

  22. Why Are ConsumersLikely to Notice This Ad? Chapter Six Slide

  23. The Attention-Getting Nature of a Dramatic Image

  24. 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

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

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

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

  28. Aspects of Perception Selection Organization Interpretation

  29. 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. Organization Principles

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

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

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

  33. 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 Organization Principles

  34. Aspects of Perception Selection Organization Interpretation

  35. 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 Interpretation Perceptual Distortion

  36. 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

  37. 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

  38. 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

  39. 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 Interpretation Perceptual Distortion

  40. The halo effect helps Adidas break into new product categories.

  41. 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

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

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

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

  45. 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

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