1 / 52

PERCEPTION Aparna Goyal

PERCEPTION Aparna Goyal. PERCEPTION How we see the world in and around us. Perception. Amity Business School. Consumer as Perceiver The objective reality of the product matters a little and what matters is the consumers perception about the product/ brand

porter-wright
Download Presentation

PERCEPTION Aparna Goyal

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. PERCEPTIONAparna Goyal

  2. PERCEPTION How we see the world in and around us

  3. Perception Amity Business School Consumer as Perceiver • The objective reality of the product matters a little and what matters is the consumers perception about the product/ brand • The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is called Perception.

  4. ADVERTISING ANGLE TO PERCEPTION OF CONSUMERS • THE MESSAGES TO WHICH WE DO CHOOSE TO PAY ATTENTION OFTEN WIND UP DIFFERING FROM WHAT THE SPONSORS INTENDED, AS WE EACH PUT OUR PERSONAL SPINON THINGS BY ADOPTING MEANINGS CONSISTENT WITH OUR OWN UNIQUE EXPERIENCES, BIASES AND DESIRES.

  5. Factor Shaping Perception is SENSATION • SENSATION-The immediate and direct response of our sensory receptors to basic stimuli. • A perfectly unchanging environment provides little to no sensation at all. • PERCEPTION - Process by which people select, organize and interpret these sensations. • Focus is on what we ADD to these raw sensations in order to give them meaning • Cont….

  6. Decreased Sensory inputs • Increased Sensory inputs • Absolute threshold • Differential threshold • Subliminal perception

  7. Absolute Threshold • Lowest intensity of a stimulus that can be registered on a sensory channel • Minimum stimulation that can be detected on a given sensory channel • Whispering • Small print characters

  8. Differential Threshold • Ability of a sensory system to detect changes or differences between two stimuli • Minimum difference we can detect between two stimuli is the J.N.D.

  9. Weber’s Law • It concerns the perceived differentiation between similar stimuli of varying intensities (the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

  10. Marketing Applications of the JND We need to determine the relevant j.n.d. for our products. • so that negative changes are not readily discernible to the public • so that product improvements are very apparent to consumers

  11. Subliminal Perception Perception of very weak or rapid stimuli received below the level of conscious awareness.

  12. Perceptual Process- MARKETING • SIGHTS EYES EXPOSURE • SOUNDS EARS ATTENTION • SMELLS NOSE INTERPRETATION • TASTE MOUTH MEMORY • TEXTURES SKIN

  13. EXAMPLES • SOFTNESS OF A CASHMERE PULLOVER • TASTE OF A NEW FLAVOUR OF ICE-CREAM • SMELL OF FRESH ROSES • HEARING FAVOURITE SONG • SEEING A NEAR & DEAR ONE AFTER YEARS STAND OUT FROM COMPETITION

  14. HEDONIC CONSUMPTION • MULTISENSORY, FANTASY AND EMOTIONAL ASPECTS OF CONSUMERS’ INTERACTIONS WITH PRODUCTS. • Home cleaners with exotic scents – competitive advantage.

  15. SENSORY MARKETING

  16. Extra attention to the impact of sensations on product experiences • Our senses decide which products appeal us and which stand out

  17. Vision • Colours • Design • Package • Size • Style • Patterns • Trade dress • …

  18. VISION

  19. SMELL • Odours • Invoke memories • Relieve stress • Store environment • Mood • Relax • Stimulates

  20. TOUCH • Tactile stimulation or haptic sense • Coca-Cola bottle • Massage • Winter wind bite • Feel & compare textures • More sure about what we perceive when we touch • Need For Touch (NFT) scales • Touch products in a retail store • Silk as luxury, denim as practical & durable

  21. TASTE • Electronic mouth • Artificial saliva • Spicy • Bitter • Sweet • Sour • Hot • Cold

  22. STEPS of PERCEPTION Information Processing Memory

  23. STEPS EXPOSURE ATTENTION INTREPRETATION MEMORY

  24. SX4 from 0 to 60 miles in less than 5 seconds. EXPOSURE STIMULUS RANGE CUSTOMERS SENSORY RECEPTOR NERVES

  25. EXPOSURE • STIMULUS – RANGE - SENSORY RECEPTOR NERVES • PLACEMENT IN RELEVANT ENVIRONMENT even when not paying attention • MINUSCULE FRACTION OF STIMULI • SELF-SELECTED ACTIVE AND DELIBERATE TO ACHIEVE SHORT OR LONG TERM GOALS • RANDOM IN DAILY ACTIVITIES • ACTIVE :- • ZIPPING ~ FAST FORWARD RECORDED COMMERCIALS • ZAPPING ~ SWITCHING CHANNELS DURING COMMERCIALS • MUTING ~ SOUND OFF DURING COMMERCIAL BREAKS • AVOIDANCE ~ *SITUATION *AMOUNT OF CLUTTER* AD PLACEMENT * HOUSEHOLD • INFOMERCIALS

  26. LINK 1 OBSERVATION EXERCISE

  27. ATTENTION STIMULUS “SEEN” – interesting or less interesting SENSATION TO BRAIN PROCESSING ( Perceptual Selection)

  28. ATTENTION • STIMULUS – ACTIVATION – SENSORY RECEPTOR NERVES – SENSATIONS – BRAIN PROCESSING • FACTORS :- • STIMULUS – • Physical characteristics – SIZE & ATTRACTION, INSERTION FREQUENCY, INTENSITY (LOUDNESS/BRIGHTNESS/LENGTH) • COLOUR & MOVEMENT – BRIGHT, FAST MOVING • POSITION – placement in visual field, centre/edges • ISOLATION – separation from other objects • FORMAT – arrangement, presentation • CONTRAST • EXPECTATION – unexpected • INFORMATION QUANTITY • INDIVIDUAL • SITUATION

  29. PERCEPTUAL SELECTION FACTORS • EXPERIENCE • FILTERS • VIGILANCE (needs) • DEFENSE • ADAPTATION (habituate) • Size • Colour • Position • Novelty

  30. LINK 2 PERCEPTION EXERCISE

  31. INTERPRETATION MEANING ASSIGNED SENSATIONS RECEIVED

  32. MEMORY SHORT-TERM USE MEANING IMMEDIATE DECISION MAKING LONGER RETENTION

  33. INTERPRETATION AND MEMORY SEMANTIC PSYCHOLOGICAL • MEANING ASSIGNED TO SENSATIONS • FUNCTION OF STIMULUS/INDIVIDUAL/SITUATION eg.sale • COGNITIVE INTERPRETATION – STIMULI PLACED IN EXISTING MEANING • AFFECTIVE INTERPRETATION – STIMULI TRIGGERS EMOTIONS/ FEELINGS • INDIVIDUAL CHARACTERISTICS – LEARNING AND EXPECTATIONS • SITUATIONAL CHARACTERISTICS – mood, time, temperatuire, message, distractions, news • STIMULUS CHARACTERISTICS – package, colour, message, music, product placement • Similar Stimulus discrimination • JND- minimum brand difference but noticed (candy, tissue roll, water glass – high imagery stimulus) • CONSUMER INFERENCES – value assigned missing attribute • CONTEXTUAL PRIMING EFFECTS-positive or negative programming

  34. LINK 3 EXERCISE

  35. INFORMATIONPROCESSING ACTIVITY SERIES STIMULI PERCEIVED TRANSFORMED INFORMATION STORED

  36. Information Processing Exposure Random Deliberate Attention Low Involvement High Involvement Perception Interpretation High Involvement Low Involvement Long Term Short Term Memory Stored experiences Values, decisions, rules, feelings Active problem solving Purchase and consumption decisions

  37. PERCEPTUAL DEFENSES INDIVIDUALS NOT AS PASSIVE RECIPIENTS OF MARKETING MESSAGES LIMITED EXPOSURE INFORMATION AVAILABLE SMALL % ATTENTED PASSED TO CNS INTERPRETATION LIMITED ACTIVE MEMORY

  38. INDIVIDUAL FACTORS • INTEREST (GOALS) • NEED • INVOLVEMENT • PROGRAM INVOLVEMENT (MAGAZINE, NEWSPAPER, PROGRAM) • FOCAL STIMULUS (AD) • TIME PRESSURES • CROWDED STORE • UNPLEASANT ENVIRONMENT • SHOPPING PAL • NONFOCUSED ATTENTION • SUBLIMINAL STIMULI- masked, slow, fast, soft to seeing/hearing SITUATIONAL FACTORS

  39. LINK 4 EXERCISES

  40. STIMULUS MARKETINGGestalt theory – meaning from totalityClosure principle – people perceive incomplete picture as complete, filling up the blanks..Principle of similarity – consumers group together objects that share similar physical characteristicsFigure-ground principle – one part of stimulus will dominate(figure) and other part recedes into background (ground) – focal pointHyperreality – process of making real what is initially hype

  41. Examples of Perceptual Positioning • Lifestyle • Price leadership • Atributes • Product class • Competitors • Occassions • Users • Quality

  42. LINK 5 PRACTICE EXERCISES

  43. Perceptual Selection • Depends on two major factors • Consumers’ previous experience • Expectation • Consumers’ motives

  44. Unexpected Attracts Attention

  45. Biases in perceptual process Gestalt Psychology • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking

  46. Perceptual Organization • Figure and ground • Grouping- easy to remember when we associate • Closure

  47. INTERPRETATION- • Influences of Perceptual Distortion • Physical Appearances • Stereotypes e.g Benetton adds • First Impressions • Jumping to Conclusions • Halo Effect

  48. Conclusion • People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives.

  49. Consumer Imagery • Product Positioning and Repositioning • Positioning of Services • Perceived Price • Perceived Quality • Retail Store Image • Manufacturers Image • Perceived Risk

  50. Was $199 Sale! Now $99 Perceptual Mapping A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands. • Pricing Strategies Focused on Perceived Value • Satisfaction-based Pricing • Relationship Pricing • Efficiency Pricing 20% to 70% Off!

More Related