Consumer

Perception

Consumer Perception
Individuals act and react on the basis of their
perception not on the basis of reality
consumers perceptions are more important
than their knowledge of the reality as
individuals make decision and take action
based on what they perceive to be reality
this gives an insight into what factors
influence consumers to buy

Understanding of Consumer
Perception
Enables marketers to develop
advertisements that have a better than
average chances of being seen and
remembered

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

Elements of Perception

Sensation
Absolute threshold
Differential threshold
Subliminal perception

The immediate and

direct response of the
sensory organs to
stimuli.
Sensation

A perfectly
unchanging
environment provides
little to no sensation
at all!

Threshold of Sensation
Absolute threshold
The lowest level at which sensation can be
experienced
Sensory adaptation, getting used to some level of
sensation and therefore ignoring it
Breaking the sensory adaptation
Increase the intensity of sensation
Decrease the intensity of sensation

Threshold of Sensation
Differential threshold
The minimal difference that can be detected
between two similar stimuli
This is also referred to as the just noticeable
difference (the j.n.d.)
It is not absolute but is relative to the intensity of
first stimulus
An amount which is equal to jnd must be added in
the stimulus for people to recognize the difference

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).

Marketing Applications
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

Product improvement and sales promo reward

must be above jnd
Changes in the brand architecture and
packaging

Gradual
Changes in
Brand Name Fall
Below the J.N.D.

Subliminal
Perception

Perception of very
weak or rapid
stimuli received
below the level of
conscious
awareness.
Intensity of
stimulus may be
below absolute
threshold.

Is Subliminal Persuasion
Effective?
Extensive research has shown no evidence
that subliminal advertising can cause
behavior changes
Some evidence that subliminal stimuli may
influence affective reactions

Perception
Physical stimuli

Predisposition

What do you see??

What do you hear??
What do you taste??
What do you smell??
What do you touch??

Expectations
+ Needs
Values
Motives
Learning

Perception

Aspects of Perception
Selection
Organization
Interpretation

Aspects of Perception

Selection
Organization
Interpretation

Perceptual Selection
Depends on two major factors
Consumers previous experience
People usually see what they expect to see

Consumers motives
People tend to perceive the things they need or want

Based on the interaction of

expectations & motives

Concepts Concerning Selective Perception

Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking

Perceptual Selection
Concepts

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

Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking

Heightened awareness
when stimuli meet their
needs
Consumers prefer
different messages and
medium

Perceptual Selection
Concepts

Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking

Screening out of stimuli

which are threatening

Perceptual Selection
Concepts

Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking

Consumers avoid being

bombarded by:
Tuning out
Electronic gadgets

Selective perception filters

Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking
Selective Retention

Attention Factors in Selectivity

Size
Different ways to manipulate size
Big size of the ad
All the new paper blank and only a small ad in the middle
Normal sized ad but a large size brand name

Contrast (e.g. Few words in black with white

background-used very often)
Contrast in bright ness between figure and
background
In terms of color

Attention Factors in Selectivity

Repetition telling it again and again and
again
Motion
>>>>> Creating the illusion of motion

Novelty and Familiarity

Print Ad between clutter of News

Intensity

Aspects of Perception

Selection
Organization
Interpretation

What do you see in the picture??

Now do you see a picture??

The space between the rectangles seems

larger than the width of the rectangles
whereas in reality both of them are equal

Which Horizontal line is

bigger??

Concentrate on the picture there will be illusion of

movement

Organization in perception
These illusions prove that perception is
more than some of all the sensation
Organization is an objective reality
Organization is sui generis

Principles of Perceptual
Organization
Figure and ground
Grouping
Closure
Gestalt
Psychology
GERMAN=PATTERN OR CONFIGURATION

Organization
Principles
Figure and ground
Grouping
Closure

People tend to organize

perceptions into figureand-ground relationships.
The ground is usually
hazy.
Marketers usually design
so the figure is the noticed
stimuli.

Figure and ground

Figure and ground

what happens

It seems that our visual system simplifies the

visual scene into a figure and a ground which
forms the background.
This tendency is exploited in reversible figureground figures like in the previous slides
You can see the drawing as either a central
vase, or two faces that are looking at each other.
Generally when you see one of the perceptions,
the other region forms a background and is not
seen, so to see both percepts requires switching
back and forth.
Some advertisers take advantage of this
characteristic of perception in their art.

Lacostes campaign uses a very

plain ground so the symbol
really shows.

Organization
Principles
Figure and ground
Grouping
Closure

People group stimuli to

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

Car or House setting?????

GROUPING

Organization
Principles
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

Broken Sentence???

CLOSURE

Aspects of Perception

Selection
Organization
Interpretation

Interpretation
Perceptual Distortion
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

Doves
campaign
stresses the
everyday
woman.

Interpretation
Perceptual Distortion
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
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
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
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

The halo effect

helps Adidas
break into new
product
categories.

Positioning
Establishing a specific image for a brand in
the consumers 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

Perceptual Mapping
A research technique that enables marketers
to plot graphically consumers perceptions
concerning product attributes of specific
brands

Perceived Risk
The degree of uncertainty perceived by the
consumer as to the consequences (outcome) of a
specific purchase decision
Types

Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk

How Consumers Handle Risk

Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance