Consumer Perception

The process by
which an individual
selects, organizes,
and interprets
Perception
stimuli into a
meaningful and
coherent picture of
the world.
 3

•Sensation
•Absolute
threshold
Elements
•Differential
of
Perception threshold
•Subliminal
perception
 Sensation 4

Sensation is the response of the

sensory organs, including the eyes,
ears, nose, mouth, and skin.
 5

Absolute Threshold
•The absolute threshold is the lowest level at
which an individual can experience a
sensation.
•The point at which a person can detect a
difference between something and nothing
•Circumstances can increase absolute
threshold (i.e., senses tend to become
increasingly dulled)
•Sensory adaptation?
–Increase or decrease sensory input
 6

Differential Threshold /Just

Noticeable Difference (J.N.D.)
Smallest or Minimal
Which is
difference that can be
which?
detected between two similar
stimuli
 7

•A theory concerning
the perceived
differentiation between
similar stimuli of
varying intensities (i.e.,
Weber’s law the stronger the
initial stimulus, the
greater the additional
intensity needed for
the second stimulus to
be perceived as
different).
Marketing Applications 8

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
 Subliminal Perception 9

Stimuli that are too weak or too brief to be

consciously perceived
Is it effective?
Extensive research has shown no evidence that
subliminal advertising can cause behavior
changes
 10

Aspects of Perception

Selection

Organization

Interpretation
Perceptual Selection 11

Expectations

Motives
 12

Perceptual Selection Concepts

Selective Perceptual
Exposure Defense

Selective Perceptual
Attention Blocking
 13

Consumers seek
out messages
Selective which:
Exposure are pleasant
can sympathize
Reassure them of
good purchases
 14

Selective Heightened
Attention awareness
 15

Screening out
Perceptual of stimuli which
are threatening
Defense after exposure
 16

Perceptual Blocking
Consumers avoid being
bombarded by tuning out
Perceptual
Block from conscious
Blocking awareness
 Organization 17

Organization refers to how people organize

stimuli into groups and perceive them as a
whole. This is referred to as Gestalt which
means pattern in German.
There are three major principles of
perceptual organization, including:
Figure and ground
Grouping
Closure
 18

 People tend to organize perceptions

into figure-and-ground relationships.
 Contrast
Figure and  The ground is usually hazy.
ground  Marketers usually design so the figure
is the noticed stimuli.
 19

 People group stimuli

to form a unified
impression or
Grouping concept.
 Grouping helps
memory and recall.
 20

 People have a need for

closure and organize
perceptions to form a
complete picture.
Closure  Will often fill in missing
pieces
 Incomplete messages
remembered more than
complete
 21

• Physical
Appearances
• Stereotypes
• First
Interpretation
Impressions
• Jumping to
Conclusions
• Halo Effect
 • Product Positioning
22

and Repositioning
• Positioning of
Services
Issues In Consumer
• Perceived Price
Imagery • Perceived Quality
• Retail Store Image
• Manufacturer
Image
• Perceived Risk
  Seek Information
 Stay Brand Loyal
How  Select by Brand Image
Consumers  Rely on Store Image

Handle Risk 
Buy the Most Expensive Model
Seek Reassurance
 24

Positioning Techniques

• Umbrella • Taking an Unowned

Positioning Position
• Positioning Against • Positioning for
Competition Several Positions
• Positioning Based • Repositioning
on a Specific Benefit