Amity International Business School: MBAIB/IMBA Semester IV Consumer Behaviour Perception Kokil Jain

Amity International Business School
AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA Semester IV
CONSUMER BEHAVIOUR
PERCEPTION
KOKIL JAIN 1
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
2
The Nature of Perception

• Exposure: when a stimulus comes within range of our
sensory receptor nerves
– Random vs. Deliberate
• 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
• Interpretation: the assignment of meaning to
sensations
– Low vs. High Involvement
3
Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal perception
4
Sensation
• The immediate and direct response of the sensory organs to
stimuli
• Sensitivity to stimuli varies with the quality of an individuals
sensory receptors
• Sensation itself depends on energy change within the
environment where the perception occurs (i.e. the
differentiation of input)
• As sensory input decreases , our ability to detect changes in
input increases, to the point that we attain maximum
sensitivity under conditions of minimal stimulation
5
The absolute threshold
• The lowest level at which individual can experience a

sensation is called the absolute threshold.
• sensory adaptation-Under conditions of constant
stimulation , the absolute threshold increases.
6
7
8
Differential Threshold
• Minimal difference that can be detected

between two similar stimuli
• Also known as the just noticeable
difference (the j.n.d.)
9
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
• Weber’s law states that 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 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
11
STIMULUS CONSTANT (K)
PITCH 0.003
LOUDNESS 0.10
SALTINESS 0.20
12
Discussion Question
• How might a cereal

manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms
of:
– Product decisions
– Packaging decisions
– Advertising decisions
– Sales promotion decisions
13
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.
14
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
15
16
Aspects of Perception
Selection
Organization
Interpretation
17
Selection
Organization
Interpretation
18
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
19
Stimulus FactorsAmity International Business School
SIZE NO. OF
• Size and Intensity – RESPON
influence the SES
probability of paying SPREAD 107
attention
1 PAGE 76
Larger stimuli are
more likely to be TWO THIRDS 68
noticed than a small PAGE
one
ONE HALF 56
PAGE
ONE THIRD 47
PAGE 20
• INSERTION FREQUENCY-THE
NUMBER OF TIMES THE SAME AD
APPEARS IN THE SAME ISSUE OF
A MAGAZINE, HAS AN IMPACT
SIMILAR TO AD SIZE
21
• Color and
Movement –
serve to attract
attention
22
Position –
• Placement of the
object in a person’s
visual field
23
Concepts
• Selective • Consumers seek out

Exposure messages which:
• Selective – Are pleasant
– They can sympathize
Attention – Reassure them of
• Perceptual good purchases
Defense
• Perceptual
Blocking
24
Concepts
• Selective • Heightened
Exposure awareness when
• Selective stimuli meet their
Attention needs
• Perceptual • Consumers prefer
different messages
Defense
and medium
• Perceptual
Blocking
25
Concepts
• Selective • Screening out of

Exposure stimuli which are
• Selective threatening
Attention
• Perceptual
Defense
• Perceptual
Blocking
26
Concepts
• Selective • Consumers avoid

Exposure being bombarded by:
• Selective – Tuning out
– TiVo
Attention
• Perceptual
Defense
• Perceptual
Blocking
27
Selection
Organization
Interpretation
28
Organization
Principles
• Figure and • People tend to

ground organize perceptions
• Grouping into figure-and-ground
relationships.
• Closure • The ground is usually
hazy.
• Marketers usually
design so the figure is
the noticed stimuli.
29
30
31
32
Organization
Principles
• Figure and • People group stimuli

ground to form a unified
• Grouping impression or
• Closure concept.
• Grouping helps
memory and recall.
33
34
35
Organization
Principles
• People have a need for

• Figure and ground closure and organize
• Grouping perceptions to form a
• Closure complete picture.
• Will often fill in missing
pieces
• Incomplete messages
remembered more than
complete
36
37
Selection
Organization
Interpretation
38
Interpretation
Perceptual Distortion
• Physical • Positive attributes of

Appearances people they know to
• Stereotypes those who resemble
• First Impressions them
• Important for model
• Jumping to
selection
Conclusions • Attractive models are
• Halo Effect more persuasive for
some products 39
Interpretation
• Physical • People hold meanings

Appearances related to stimuli
• Stereotypes • Stereotypes influence
• First Impressions how stimuli are
perceived
• Jumping to
Conclusions
• Halo Effect
40
Interpretation
• Physical • First impressions are

Appearances lasting
• Stereotypes • The perceiver is trying
• First Impressions to determine which
stimuli are relevant,
• Jumping to
important, or
Conclusions predictive
• Halo Effect
41
Interpretation
• Physical • People tend not to

Appearances listen to all the
• Stereotypes information before
• First Impressions making conclusion
• Important to put
• Jumping to
persuasive arguments
Conclusions first in advertising
• Halo Effect
42
Interpretation
• Physical • Consumers perceive

Appearances and evaluate multiple
• Stereotypes objects based on just
• First Impressions one dimension
• Used in licensing of
• Jumping to
names
Conclusions • Important with
• Halo Effect spokesperson choice
43
Issues in Consumer Imagery

• Product Positioning and Repositioning
• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturer Image
• Perceived Risk
44
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
45
Positioning Techniques
• Umbrella Positioning • Finding an “Unowned”
• Positioning against Position
Competition • Filling Several
• Positioning Based on Positions
a Specific Benefit • Repositioning
46
Perceived Quality
• Perceived Quality of Products

– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship
49
Perceived Quality of Services Amity International Business School
• Difficult due to characteristics of services

– Intangible
– Variable
– Perishable
– Simultaneously Produced and Consumed
• SERVQUAL scale used to measure gap
between customers’ expectation of service and
perceptions of actual service
50
Price/Quality Relationship
• The perception of price as an indicator of

product quality (e.g., the higher the price,
the higher the perceived quality of the
product.)
51

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Amity International Business School

• The process by which an individual

The Nature of Perception

The absolute threshold

• The lowest level at which individual can experience a

• Minimal difference that can be detected

• The j.n.d. between two stimuli is not an

STIMULUS CONSTANT (K)

• How might a cereal

• Stimuli that are too weak or too brief to be

• Selective • Consumers seek out

• Selective • Screening out of

• Selective • Consumers avoid

• Figure and • People tend to

• Figure and • People group stimuli

• People have a need for

• Physical • Positive attributes of

• Physical • People hold meanings

• Physical • First impressions are

• Physical • People tend not to

• Physical • Consumers perceive

Issues in Consumer Imagery

• Perceived Quality of Products

• Difficult due to characteristics of services

• The perception of price as an indicator of

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