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TRANSCRIPT
Consumer perception
THE CONCEPT OF PERCEPTION
• In philosophy, psychology, and the cognitive sciences,perception is the process of attaining awareness orunderstanding of sensory information.
• The process by which an individual selects, organizes,and interprets stimuli into a meaningful andcoherent picture of the world
• How we see the world around us
Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal threshold
sensation
• Immediate response of our sensory receptors…
…eyes, ears, nose, mouth, fingers…
…to basic stimuli…
…such as light, colour, sound, odour, and texture
…advertisements, brand names, commercials, and
packages…depends on the sensitivity of the individual
The Absolute Threshold
The lowest level at which an individual can experience a sensation.
• The point which differentiates between “something”and “nothing”.
• Example: Absolute threshold of driver driving on highway to notice billboard.
• Adaptation: Getting ‘used to’certain sensation.
The Differential Threshold
The minimal detectable difference between two similar stimuli (just noticeable difference).
• It’s not at all the absolute difference.
• It’s an amount relative to the intensity of the first stimulus.
• The stronger the initial stimulus, the greater the additional intensity needed for second stimulus to be perceived as differentiated.
JND
• The JND(just noticeable difference) between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus.
Marketing Applications of the J.N.D.
• Marketers need to determine the relevantj.n.d. for their products
– so that negative changes are not readilydiscernible to the public
– so that product improvements are very apparentto consumers
WEBER’S 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).
Subliminal Perception
• Perception of very weak or rapid stimuli received below the level of conscious awareness
Aspects of Perception
Selection
Organization
Interpretation
1.Perceptual Selection
• Consumers subconsciously are selective as to what they perceive.
• Perceptual selection depends on the
– Nature of the stimulus
– Expectations
– Motives
These factors give rise to four important concepts concerning perception:
Perceptual Selection
• Selective Exposure
• Consumers seek out messages which:– Are pleasant– They can sympathize– Reassure them of good
purchases
Concepts
Perceptual Selection
• Selective Attention
• Heightened awareness when stimuli meet their needs
• Consumers prefer different messages and medium
Concepts
Perceptual Selection
• Perceptual Defense
• Screening out of stimuli which are threatening
Concepts
Perceptual Selection
• Perceptual Blocking
• Consumers avoid being bombarded with stimulus by simply blocking such stimuli from conscious awareness
Concepts
2. Organizing
• Customers do not experience the numerous stimuli they select from the environment as separate and discrete sensation; rather they tend to organize them into groups and perceive them as unified wholes.
Organization
• Figure and ground
• People 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
Organization
• Grouping
• People group stimuli to form a unified impression or concept.
• Grouping helps memory and recall.
Principles
Organization
• 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
Principles
3. Interpretation
• The interpretation of stimuli is also uniquely individual, because it is based on what individuals expect to see in light of their previous experiences and on their motives and interests at the time of perception.
Interpretation
• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect
Perceptual Distortion
• Consumer Perception
• Consumer selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.
• How we view the World around us!
• Consumers make decisions based on what they perceive rather than what the objective reality is.
• Consumers see what they want to see!
• Elements of Perception
• Sensation: Stimuli and Intensity
• Absolute threshold (e.g. seeing an ad)
• Sensory adaptation (Phenomenon of getting used to), e.g. change ad campaigns, package
• Differential threshold JND (Weber’s Law); product improvement decisions
• Negative changes (Price rise, size, quality reductions, etc.)
• Perceived Risk
• An uncertainty arises when consumers cannot foresee the consequences of their purchase decisions.
• Depends on the person,theproduct, and the purchase situation.
• High risk perceivers categorized as narrow categorizers.
• Types of Perceived Risk
• Functional risk: The risk that the product will not perform as expected.
– Will the cell phone I bought work for the given warranty period?
• Physical risk: The risk to self and others that the product may pose .
• Will the cell phone damage my health? Is it safe to use?
Financial risk: The risk that the product will not be
worth its price.
Will the price of mobile/laptop drop after I buy it?
Social risk: The risk that a poor product choice
may result in some form of social embarrassment.
Will my mobile look like an outdated model?
Psychological risk: The Risk that a poor product
choice will bruise the consumer’s ego.
After buying this product, will my peer group members
laugh that it is a wrong choice?
Time risk: The risk that the time spent in product
search may be wasted if the product does not
perform as expected.
I have spent so much time in buying a new
camera/laptop. Was it worth or a waste of time?
How Customers Handle Risk
-Seek information,
-word of mouth, newspapers
-Buy known brands/become loyal,e.g. buy
AnnapurnaAtta.
-Select by Company/Brand image,
e.g. buy SonyTV / NokiaCell phones.
How Customers Handle Risk (cont.)
-Rely on Store image, e.g. buying from known
shops.
-Buy the most expensive model.
-Seek reassurance
(money‐back guarantees, pre‐purchase trial,
warranty period).