02 consumer behavior 2.0-consumer perception

7/29/2019 02 Consumer Behavior 2.0-Consumer Perception

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Consumer BehaviorThe Applied Psychology of Business Management

Consumers as Individuals - Consumer Perception


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About the Lecture Presenter

Daniel M. Zhou Consumer Behavior 2

BA in ESP (Hubei, P.R.China)

MSc in Management (Bath, UK)

Name: Daniel M. Zhou

Gender: male

Zodiac: Gemini

Professional Career:

project coordinator and translator in local government (1997-2001); managing loans and financial aids from international

funding communities to improve local economy

academic staff in Hubei University (2003 present); my

teaching and research interests lie in applying psychology to

business management, consumer behavior, organizationalbehavior and the psychology of investing

Hobbies: reading history , watching movies ,

travelling , and photographing .


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The Structure of Consumer Behavior



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Consumer Behavior


CHAPTER

2

Consumer

Perception


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Contents

The Nature of Perception1

Sensory System2

Exposure3

Attentions4

Perceptual Interpretation5

The Applications of Perceptions in Marketing6


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The Nature of Perception


What the masterpiece of Akira Kurosawa

Rashomon tells us?

Two individuals may be exposed to the same

stimuli under the same apparent conditions,

but how each person recognizes, selects,

organizes, and interprets them is a highly

individual process based on each persons

own needs, values, and expectation.

Individuals act and react on the basis of their

perceptions, not on the basis ofobjective

reality.


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The Nature of Perception


Perception is defined as the process by which an individual

selects, organizes and interprets stimuli into a meaningful and

coherent picture of the world.

Because individuals make decisions and take actions based onwhat they perceive to be reality, it is important that marketers

understand the whole notion of perception and its related concepts,

so they can more readily determine what factors influence

consumers to buy.


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An Overview of the Perceptual Process



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An Overview of the Perceptual Process


Exposure occurs when a stimulus comes within range of a

persons sensory receptor nerves.

Attentionoccurs when the stimulus is seen (the receptor nerves

pass the sensations on to the brain for processing).

Interpretation is the assignment of meaning to the received

sensations. Interpretation relates to how we comprehend and make

sense of incoming information.

Sensation is the immediate and direct response of the sensory

organs to simple stimuli (an advertisement, a package, a brand

name).


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Understanding Sensory Systems


VisionMarketers rely heavily on visual elements in

advertising, store design, and packaging.

Meanings are communicated on the visual

channel through a products color, size, and styling.

Colors may influence our emotions more directly.

Some reactions to color are due to biological (men

and women) and cultural differences.Color in web page design;

Saturated colors (green, yellow, orange) are

considered the best to capture attention.

Trade dress: Colors that are strongly associated

with a corporation


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Sound

Advertising jingles create brand awareness.

Background music creates desired moods.

Sound affects peoples feelings andbehaviors.

Muzak uses a system it calls stimulusprogression to increase the normallyslower tempo of workers during mid-morning and mid-afternoon time slots.


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Smell Odors can stir emotions or create a calmingfeeling.

Some responses to scents result from early

associations that call up good or bad feelings and

tat explains why businesses are exploring

connections among smell, memory and mood.

Scented clothes:

Scented stores;

Scented cars and planes;

Scented household products;

Scented advertisements


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Taste Taste receptors contribute to our experience ofmany products.

Specialized companies called flavor houses are

constantly developing new concoctions to please

the changing palates of consumers.

Changes in culture also determine the tastes we

find desirable.


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Touch Relatively little research has been done on theeffects of tactile stimulation on the consumer, but

common observation tells us that this sensory

channel is important.

People associate textures of fabrics and other

surfaces with product quality.

Perceived richness or quality of the material in

clothing is linked to its feel, whether rough or

smooth.


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Exposure

Exposureoccurs when a stimulus is placed within a persons

relevant environment and comes within range of their sensory

receptor nerves. Exposure provides the opportunity for attention but

in no way guarantees it.

Selective Exposure: the highly selective nature of consumer exposure

is a major concern for marketers, since failure to gain exposure results

in lost communication and sales opportunities. Voluntary Exposure: although consumers often avoid commercials

and other marketing stimuli, sometimes they actively seek them out for

various reasons including purchase goals, entertainment, and

information.

Exposure defense: individuals subconsciously screen out stimuli that

they find psychologically threatening, even though exposure has already

taken place.



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Exposure


Ad avoidance includes ways consumers selectively avoidexposure to advertising messages and can include:

Zipping--occurs when one fast-forwards through a commercial

on a prerecorded program

Zapping--involves switching channels when a commercial

appears

Muting--is turning the sound off curing commercial breaks.

Coping with selective exposure:Product placement involves incorporating brands into movies,

television programs, and other entertainment venues in

exchange for payment or promotional or other consideration.Combat with road-blocking (i.e., playing the same commercial

simultaneously on competing channels);

Sensory adaptation is a problem that concerns many national

advertisers, which is why they try to change their advertising

campaigns regularly.


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Exposure


Product placement

Die Another Day cars: Ford Thunderbird, Aston Martin

Vanquish, Jaguar


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Exposure


Absolute threshold:

The minimum amount of stimulation that can be detected on a given

sensory channel.

Differential threshold:The ability of a sensory system to detect changes or differences

between two stimuli. The minimum difference that can be detected

between two stimuli is known as the j.n.d. (just noticeable

difference).

Webers Law:The stronger the initial stimulus, the greater a change must be for it

to be noticed.

Mathematically:I

iK

K = A constant (varies across senses)

i = The minimal change in the intensity required

to produce j.n.d.

I = the intensity of the stimulus where the change

occurs


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Exposure


Subliminal threshold:

Subliminal perception is beneath the threshold of conscious awareness(or limen) but above the supraliminal perception). Remember, if you

can see or hear it, it is not subliminal. Constant repetition of very weak

stimuli has an incremental effect that enables such stimuli to build

response strength over many presentations;

Subliminal perception is a topic that has captivated the public for morethan 40 years, despite the fact that there is a virtually no proof that this

process has any effect on consumer behavior. For instance, 2/3 of

American consumers believe in the existence subliminal advertising,

and more than half are convinced that this technique can get them to

buy things they do not really want.

In summary, although there is some evidence that subliminal stimuli

may influence effective reactions, there is no evidence that subliminal

stimulation can influence consumption motives and actions.


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Attentions


Stimulusfactors

Size

Intensity Attractive visuals

Color

Position

Isolation and contrast

Format

Interestingness

Individualfactors

motivation

ability

Situationalfactors

clutter

Program involvement

Attentions


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Attentions Stimulus Factors


Intensity:

The intensity (e.g., loudness, brightness, length) of a stimulus can

increase attention.In online contexts, one aspect of intensity is intrusiveness

Repetition is related to intensity. Consumers may shift the

focus of their attention from one part of the ad to another

across repetitions, resulting in attention reallocation.

Size:

Larger stimuli are more likely to be noticed than smaller ones.

Size also affects attention to advertising.

The Impact of Size on Advertising Readership


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Attractive Visuals:

Individuals are attracted to pleasant stimuli and repelled by

unpleasant stimuli.

Any factor that draws attention to itself and away from the brand

has to be used with caution.

Color:

A brightly colored package or display is more likely to received

attention.

Color and Size Impact on Attention


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Position:

Position is the placement of an object in physical space or time.

Isolation and contrast:

Isolation is separating a stimulus object from other objects (e.g. stand-

alone kiosk in store, white space in advertisement, etc.)people pay more attention to stimuli that contrast to their background.

Format:

Format refers to the manner in which the message is presented.

Straightforward presentation receive more attention than complex

presentation.

Interestingness:

Stimuli that appear in unexpected ways or places tend to grab our

attention (such as ongoing plot, surprise ending, or humors).


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Attentions - Individual Factors


Motivation:

Motivation is a drive state created by consumer interest and needs.

Product involvement indicates motivation or interest in a specific

product category. Product involvement can be temporary or enduring.

Ability:

Ability refers to the capacity of individuals to attend to and process

information. Ability is related to knowledge and familiarity with the

product, brand, or promotion.


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Attentions Situational Factors


Clutter:Clutter represents the density of stimuli in the environment.

Research suggests cluttering of the in-store environment with too many

point-of-purchase displays decreases the attention consumers pay to a

given display.

Program involvement:

Program involvement refers to interest

in the program or editorial content

surrounding the ads.

Program involvement has a positive

influence on attention (see graph).


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Perceptual Interpretation


Perceptual InterpretationInformation Selection

Perceptual Interpretation-Information Organization

Perceptual Interpretation-Information Distortion


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Perceptual InterpretationInformation Selection


Due to limited mental processing capability, People attend to only a

small portion of the stimuli to which they are exposedand therefore subconsciously exercise a great deal of selectivity .


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Perceptual Interpretation Information Organization


Gestalt Psychology


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Blind men and elephant Gestalt: the whole is different from

the sum of its parts

Gestalt: holistic, organized

and dynamic whole;

the whole could never be

understood by piecemeal

examination of the isolated

elements; a piecemeal approach

from part to whole would

prove inadequate to the

understanding of

experience;

the whole is prior to its

parts and thus partprocesses are governed by

the nature of the whole.


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Closure Principle:

People tend to perceive an incomplete picture as complete.

Grouping Principle /Similarity Principle:

People tend to group stimuli so that they form a unified picture

or impression.

Figure-Ground Principle:

one part of a stimulus will dominate (the figure) and other parts

will recede into the background (the ground).


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TV serial ads are based on humans

motivation of closing the incompleteness.


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Perceptual Interpretation Information Distortion


Physical appearance

Role schema and stereotypes

First impressions

Jumping to conclusions

Halo effect


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The Applications of Perception in Marketing


Perceivedquality

Price-perceived

quality

Warranties

Country oforigin

Advertisingintensity


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The Applications of Perception in Marketing


Consumers seek information

Consumers are brand loyal

Consumers select by brand image

Consumers rely on store image

Consumers buy the most expensive model when in doubt

Consumers seek reassurance


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Consumer Behavior

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