Consumer Perception

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

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

PerceptionThe 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 PerceptionSensationAbsolute thresholdDifferential thresholdSubliminal perception

SensationThe immediate and direct response of the sensory organs to stimuli.

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

Threshold of Sensation Absolute thresholdThe lowest level at which sensation can be experienced Sensory adaptation, getting used to some level of sensation and therefore ignoring itBreaking the sensory adaptationIncrease the intensity of sensationDecrease the intensity of sensation

Threshold of Sensation Differential thresholdThe minimal difference that can be detected between two similar stimuliThis 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 LawA 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 productsso that negative changes are not readily discernible to the publicso that product improvements are very apparent to consumersProduct improvement and sales promo reward must be above jndChanges in the brand architecture and packaging

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

Subliminal PerceptionPerception 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 changesSome evidence that subliminal stimuli may influence affective reactions

PerceptionWhat do you see??What do you hear??What do you taste??What do you smell??What do you touch??+

ExpectationsNeedsValuesMotives LearningPerceptionPhysical stimuliPredisposition

Aspects of PerceptionSelectionOrganizationInterpretation

Aspects of PerceptionSelectionOrganizationInterpretation

Perceptual SelectionDepends on two major factorsConsumers previous experience People usually see what they expect to seeConsumers motivesPeople tend to perceive the things they need or want

Based on the interaction of expectations & motivesConcepts Concerning Selective PerceptionSelective ExposureSelective AttentionPerceptual DefensePerceptual Blocking

Perceptual SelectionSelective ExposureSelective AttentionPerceptual DefensePerceptual BlockingConsumers seek out messages which:Are pleasantThey can sympathizeReassure them of good purchasesConcepts

Perceptual SelectionSelective ExposureSelective AttentionPerceptual DefensePerceptual BlockingHeightened awareness when stimuli meet their needsConsumers prefer different messages and mediumConcepts

Perceptual SelectionSelective ExposureSelective AttentionPerceptual DefensePerceptual BlockingScreening out of stimuli which are threateningConcepts

Perceptual SelectionSelective ExposureSelective AttentionPerceptual DefensePerceptual BlockingConsumers avoid being bombarded by:Tuning outElectronic gadgetsConcepts

Selective perception filters

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Selective Retention

Attention Factors in SelectivitySizeDifferent ways to manipulate sizeBig size of the adAll the new paper blank and only a small ad in the middleNormal 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 backgroundIn terms of color

Attention Factors in SelectivityRepetition telling it again and again and again Motion>>>>> Creating the illusion of motionNovelty and Familiarity Print Ad between clutter of NewsIntensity

Aspects of PerceptionSelectionOrganizationInterpretation

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 perceptionThese illusions prove that perception is more than some of all the sensationOrganization is an objective realityOrganization is sui generis

Principles of Perceptual OrganizationFigure and groundGroupingClosureGestalt Psychology

GERMAN=PATTERN OR CONFIGURATION

OrganizationFigure and groundGroupingClosurePeople tend to organize perceptions into figure-and-ground relationships.The ground is usually hazy.Marketers usually design so the figure is the noticed stimuli.Principles

Figure and ground

Figure and ground

what happensIt 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 figure-ground figures like in the previous slidesYou 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.

OrganizationFigure and groundGroupingClosurePeople group stimuli to form a unified impression or concept.Grouping helps memory and recall.Principles

Car or House setting?????GROUPING

OrganizationFigure and groundGroupingClosurePeople have a need for closure and organize perceptions to form a complete picture.Will often fill in missing piecesIncomplete messages remembered more than completePrinciples

Broken Sentence???CLOSURE

Aspects of PerceptionSelectionOrganizationInterpretation

InterpretationPhysical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

Positive attributes of people they know to those who resemble themImportant for model selectionAttractive models are more persuasive for some productsPerceptual Distortion

Doves campaign stresses the everyday woman.

InterpretationPhysical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

People hold meanings related to stimuliStereotypes influence how stimuli are perceivedPerceptual Distortion

InterpretationPhysical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

First impressions are lastingThe perceiver is trying to determine which stimuli are relevant, important, or predictivePerceptual Distortion

InterpretationPhysical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

People tend not to listen to all the information before making conclusionImportant to put persuasive arguments first in advertisingPerceptual Distortion

InterpretationPhysical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

Consumers perceive and evaluate multiple objects based on just one dimensionUsed in licensing of namesImportant with spokesperson choicePerceptual Distortion

The halo effect helps Adidas break into new product categories.

PositioningEstablishing a specific image for a brand in the consumers mindProduct is positioned in relation to competing brandsConveys the concept, or meaning, of the product in terms of how it fulfills a consumer needResult of successful positioning is a distinctive, positive brand image

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

Perceived RiskThe degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decisionTypesFunctional RiskPhysical RiskFinancial RiskPsychological RiskTime Risk

How Consumers Handle RiskSeek InformationStay Brand LoyalSelect by Brand ImageRely on Store ImageBuy the Most Expensive ModelSeek Reassurance