CHAPTER SIX Consumer Perception Learning Objectives 1 To

CHAPTER SIX Consumer Perception

Learning Objectives 1. To Understand the Sensory Dynamics of Perception. 2. To Learn About the Three Elements of Perception. 3. To Understand the Components of Consumer Imagery and Their Strategic Applications. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 2

Perception • The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world • Elements of Perception – Sensation – Absolute threshold – Differential threshold – Subliminal perception Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 3

Sensation • Sensation is the immediate and direct response of the sensory organs to stimuli – A stimulus is any unit of input to any of the senses. • The absolute threshold is the lowest level at which an individual can experience a sensation. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 4

Differential Threshold (Just Noticeable Difference – j. n. d. ) • Minimal difference that can be detected between two similar stimuli • 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 – The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 5

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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 6

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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 7

Subliminal Perception • Stimuli that are too weak or too brief to be consciously seen or heard – They may be strong enough to be perceived by one or more receptor cells. • Is it effective? – Extensive research has shown no evidence that subliminal advertising can cause behavior changes – Some evidence that subliminal stimuli may influence affective reactions Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 8

Aspects of Perception Selection Organization Interpretation Copyright 2010 Pearson Education, Inc. Publishing as Prentice

Perceptual Selection Depends Upon: Nature of the stimulus • Includes the product’s physical attributes, package design, brand name, advertising and more… Expectations • Based on familiarity, previous experience or expectations. Motives • Needs or wants for a product or service. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 10

Why Are Consumers Likely to Notice This Ad? Copyright 2010 Pearson Education, Inc. Publishing

The Attention-Getting Nature of a Dramatic Image Copyright 2010 Pearson Education, Inc. Publishing as

Discussion Questions • What marketing stimuli do you remember from your day so far? • Why do you think you selected these stimuli to perceive and remember? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 13

Perceptual Selection Important Concepts Selective Exposure • Consumers seek out messages which: • Are pleasant • They can sympathize • Reassure them of good purchases Selective Attention • Heightened awareness when stimuli meet their needs • Consumers prefer different messages and medium Perceptual Defense • Screening out of stimuli which are threatening Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Perceptual Blocking • Consumers avoid being bombarded by: • Tuning out • Ti. Vo Chapter Six Slide 14

Organization Principles • Figure and ground • Grouping • Closure • 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. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 15

Organization Principles • Figure and ground • Grouping • Closure • People group stimuli to form a unified impression or concept. • Grouping helps memory and recall. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 16

Organization Principles • Figure and ground • Grouping • 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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 17

What Element of Perceptual Organization Is Featured in This Ad? Copyright 2010 Pearson Education,

Closure Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 19

Discussion Question • Do you agree you remember more of what you have NOT completed? • How might a local bank use this in their advertising? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 20

Interpretation Stereotypes • People hold meanings related to stimuli Physical. Appearances Descriptive. Terms First. Impressions Halo. Effect Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 21

Interpretation Stereotypes Physical. Appearances Descriptive. Terms First. Impressions • Positive attributes of people they know to those who resemble them • Important for model selection Halo. Effect Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 22

Interpretation Stereotypes • Verbal messages reflect stereotypes Physical Appearances Descriptive Terms First Impressions Halo Effect Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 23