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Consumer Perception: Amity Business School
Consumer Perception: Amity Business School
Consumer Perception
Perceptual Process
Sensory Stimuli Sights Sounds Smells Taste Textures
EXPOSURE
ATTENTION
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
Attention: When the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing
Low vs. High Involvement
EXPOSURE
Random Deliberate
ATTENTION
Low Involvement High Involvement
INTERPRETATION
Low Involvement High Involvement
MEMORY
Short Term Active Problem Solving Long Term Stored Experiences, Hope, Values, Decisions, Feelings
Involvement
Symbolic Meanings Regarding the Self (e.g., clothes) Social Visibility (e.g., iPod) Time Commitment to the Purchase (e.g., hot water heater) Price (e.g., cars) Potential Harm to Self or Others (e.g., mountain climbing equipment) Potential for Poor Performance (e.g., aerobic shoes)
Elements of Perception
Sensation : The immediate and direct response of the sensory organs to stimuli. Absolute threshold : It is the lowest level at which an individual can experience a sensation. Eg. Message written of Billboard. Differential threshold : The minimal difference that can be detected between two similar stimuli is called the differential threshold or just noticeable difference. Increase of Rs 5 on premium juice (Rs 150 / liter) and on petrol.
Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Subliminal Perception
1957: Drive-In Movie Theater
Eat popcorn and Drink Coca Cola were flashed on the screen. (58% and 18% inc.)
Extensive research had shown no evidence that subliminal advertising can cause behavior changes.
Webers 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).
Aspects of Perception
Selection Organization
Interpretation
Perceptual Selection
People attend to only a small portion of the stimuli to which they are exposed. Consumers choose on the basis of Personal & Stimulus factors. Personal factors are Consumers experience Perceptual Filters Consumers motives
Perceptual Vigilance Consumers are more likely to be aware of stimuli that relate to their current needs. Perceptual Defense People see what they want to see. Adaptation (Becomes habitual) Degree to which consumers continue to notice a stimulus over time. Depends on Intensity Less intense stimuli (soft sounds or dim color)habituate as they have less sensory impact. Duration Stimuli that require relatively lengthy exposure in order to be processed Discrimination Simple stimuli habituate as they do not require attention to detail.
Stimuli that differs from others around them are more likely to be noticed (Webers Law). This contrast can be created as :
Size and Intensity Influence the probability of paying attention Color and Movement Serve to attract attention Position Placement of the object in a persons visual field Isolation the separation of a stimulus object from other objects Format manner in which the message is presented Contrast the tendency to attend more closely to stimuli that contrast with their background
Individual Factors
Interest a reflection of overall lifestyle and the ability to attend to information Need reflection of long-term goals and plans and their short-term needs
Nonfocused Attention
Amity Business School
Hemispheric Lateralization activity that takes place on each side of the brain Left Side primarily responsible for rational thought including verbal information, symbolic representation, sequential analysis, conscious thought.
Right side deals with pictorial, geometric, timeless and nonverbal information without the individual being able to verbally report it. Works with impressions and images.
Determinants of Interpretation
Individual characteristics
SStimulus
characteristics
Interpretation: Gestalt
Cognitive Affective
SSituational
characteristics
Interpretation
Cognitive interpretation process whereby stimuli are placed into existing categories of meaning
Interpretation Characteristics
Individual:
Learning accumulation of life experiences Expectations
Situational:
Contextual Priming impact that the content of the material surrounding an ad will have on the interpretation of the ad. (e.g., Coke and the news)
Stimulus:
Sensory Discrimination ability to distinguish between similar stimuli. Just-Noticable-Difference (ie., jnd) the minimal amount that one stimuli can differ from another with the difference still being noticed. Individuals typically do not notice relatively small differences between brands or changes in brand attributes (e.g., candy bars).
Consumer Inferences the process by which consumers assign a value to an attribute or item not contained in an ad on the basis of other data in the ad
Warning labels and Disclaimers Evaluating Advertising effectiveness Exposure must physically reach the consumer; measures: people meters, diaries, clickthrough Attention consumer must attend to message; measures: Day-after recall; recognition tests; Starch scores Interpretation Must be properly interpreted; measures: focus groups, survey research Memory must be stored in memory in a manner that will allow retrieval under the proper circumstances Ethical Concerns Presenting a brand in a favorable light or completely accurately. Ambush marketing involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not.
Grouping (multiple
benefit)
Closure (incomplete
picture, complete the sequence)
Positioning
Positioning Techniques
Umbrella Positioning Positioning Against Competition Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Unowned Position Positioning for Several Positions Repositioning
Perceptual Mapping
A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.
Perceptual Mapping
Style & design
Contemporary looks, Seating & luggage space
Price
Quality
Datasun
Maruti Suzukis new car YL7 (B/W Zen estillo & Astar)
Trust