schiff cb ce_05
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Chapter 5Consumer Perception
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc.
Copyright © 2006 Pearson Education Canada Inc. 5-2
Opening Vignette
Good Carbs, Bad Carbs– Pasta, white bread, beer are ‘bad carbs’
Beer is perceived as high in bad carbs– Only 11 to 17 gms per bottle– Consumers overestimate carbs in beer– Perceptions have to change– Labatt’s campaign – http://www.labatt.ca
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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
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Elements of Perception
Elements of PerceptionAbsolute thresholdDifferential thresholdDifferential threshold
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Sensation
The immediate and direct response of the sensory organs to stimuli.
A perfectly unchanging environment provides little to no sensation at all!
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Differential Threshold or j.n.d
The minimal difference that can be detected between two similar stimuli
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Weber’s Law
the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
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Marketing Applications of the JND
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
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Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness
http://www.thoughtscan.com/
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Subliminal Perception
1957: Drive-In Movie Theater1974: Publication of Subliminal
Seduction1990s: Allegations against Disneyhttp://www.snopes.com/business/
hidden/popcorn.htm
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Is Subliminal Persuasion Effective?
Extensive research has shown no evidence that subliminal advertising can cause behaviour changes
Some evidence that subliminal stimuli may influence affective reactions
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual SelectionConscious and unconscious
screening of stimuli
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Perceptual Selection
Depends on three major factors–Consumer’s previous experience –Consumer’s motives–Nature of the stimulus
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Concepts Concerning Selective Perception
Gestalt Gestalt PsychologyPsychology
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
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Perceptual Selection – Cont’d
Selective exposure– Consumers actively choose stimuli
that they want to seeSelective attention
– Consumers decide how much attention they will pay to a stimulus
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Perceptual Selection – Cont’d
Perceptual defence– Consumers screen out
psychologically threatening stimuliPerceptual blocking
– ‘tuning out’ of stimuli
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Principles of Perceptual Organization
Figure and ground– Definition of figure depends on the
backgroundGrouping
– Information is organized into chunksClosure
– Incomplete stimuli create tension
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Influences of Perceptual Distortion
Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect
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Issues In Consumer ImageryProduct Positioning and
RepositioningPerceived PricePerceived QualityPrice-Quality RelationshipPerceived Risk
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Positioning
Establishing a specific image for a brand in relation to competing brands
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Positioning Techniques
Umbrella Positioning Positioning Against Competition Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Un-owned Position Positioning for Several Positions Repositioning
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Perceptual Mapping
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
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Research Insight
Attribute-based approach– Identify attributes that consumers
use
– Rate brands on these attributes
– Identify ideal level of these attributes
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Research Insight
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Internet Insight
Non-attribute-based approach– List all brands; identify all pairs
– Arrange pairs in order of similarity
– Identify underlying dimensions
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Research Insight
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Pricing Strategies Focused on Perceived Value
Satisfaction-based PricingRelationship PricingEfficiency Pricing
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Issues in Perceived Price
Reference prices– Internal– External
Tensile and objective price claims
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Tensile and Objective Price Claims
Evaluations least favorable for ads stating the minimum discount level
Ads stating maximum discount levels are better than stating a range
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Perceived Quality
Perceived Quality of Products– Intrinsic vs. Extrinsic Cues
Perceived Quality of ServicesPrice/Quality Relationship
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Price/Quality RelationshipPrice/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).
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(continued)
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Figure 5-9 (continued)
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Perceived Risk
The degree of uncertainty perceived by the consumer as to the consequences
(outcomes) of a specific purchase decision High-risk perceivers are narrow
categorizers Limit their choices to safe alternatives
Low-risk perceivers are broad categorizers Wide range of alternatives preferred
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Types of Risk
Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk
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How Consumers Handle RiskSeek InformationStay Brand LoyalSelect by Brand ImageRely on Store ImageBuy the Most Expensive ModelSeek Reassurance
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Perception and Marketing Strategy
Make perceptual selection work in your favour– Increase accidental exposure– Use the j.n.d– Draw attention to your ad using contrast and
other principles– Find creative ways to reduce blocking
» continued
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Perception and Marketing Strategy
Ensure that consumers organize and interpret messages correctly
Develop suitable consumer imagery Find ways to reduce perceived risk