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 Hall Chapter Six Slide 9
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 as Prentice Hall Chapter Six Slide 11
The Attention-Getting Nature of a Dramatic Image Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 12
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 Selective Attention Perceptual Defense Perceptual Blocking • Consumers seek out messages which: • Are pleasant • They can sympathize • Reassure them of good purchases • Heightened awareness when stimuli meet their needs • Consumers prefer different messages and medium • Screening out of stimuli which are threatening • Consumers avoid being bombarded by: • Tuning out • Ti. Vo Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 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, Inc. Publishing as Prentice Hall Chapter Six Slide 18
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
How Does This Ad Depict Perceptual Interpretation? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 24
It Contrasts the Powerful Durango with Less Rugged Referred to in the Ad as the “Land Of Tofu. ” Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 25
Interpretation Stereotypes Physical Appearances Descriptive. Terms First. Impressions • First impressions are lasting • The perceiver is trying to determine which stimuli are relevant, important, or predictive Halo. Effect Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 26
Interpretation Stereotypes Physical Appearances • Consumers perceive and evaluate multiple objects based on just one dimension Descriptive. Terms First. Impressions Halo. Effect Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 27
Product Positioning • Establishing a specific image for a brand in the consumer’s mind in relation to competing brands • Conveys the product in terms of how it fulfills a need • Successful positioning creates a distinctive, positive brand image Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 28
Which Concepts of Perception Are Applied in These Ads? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 29
The Principle Of Contrast Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 30
Packaging as a Positioning Element • Packaging conveys the image that the brand communicates to the buyer. • Color, weight, image, and shape are all important. • Repositioning might be necessary because: – Increased competition – Changing consumer tastes Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 31
Perceptual Mapping • An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 32
Perceptual Mapping Figure 6. 9 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 33
Positioning of Services • Image is a key factor for services • Services often want a differentiated positioning strategy to market several versions of their service to different markets. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 34
Which Elements of This Ad Convey the Restaurant’s Perceptual Position and How? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 35
The Steak Knife and the Reference to Vegetarians Convey The Position of the Restaurant as a Well-Established Steakhouse Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 36
Perceived Price and Perceived Quality • Reference prices – used as a basis for comparison in judging another price – Internal – External • Perceived Quality of Products – Intrinsic vs. Extrinsic Cues Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 37
Three Pricing Strategies Focused on Perceived Value - Table 6. 4 Pricing Strategy Provides Value By… Implemented As… Satisfaction-based pricing Recognizing and reducing customers’ perceptions of uncertainty, which the intangible nature of services magnifies Service guarantees Benefit-driven pricing Flat-rate pricing Relationship pricing Encouraging long-term relationships with the company that customers view as beneficial Long-term contracts Price bundling Efficiency pricing Sharing with customers the cost Cost-leader pricing savings that the company has achieved by understanding, managing, and reducing the costs of providing the service Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 38
Measuring Perceptions of Brand Luxury Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 39
Perceived Quality of Services • Difficult due to characteristics of services – – Intangible Variable Perishable Simultaneously Produced and Consumed • SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 40
Price/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. ) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 41
How Can This Ad Affect the Service’s Perceived Quality? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 42
It Uses a Process Dimension in Advertising a Newly-Formed Business Class on an Airline Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 43
Discussion Questions • When have you used price as an indicator of quality? • Were you correct? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 44
Which of the Ad’s Elements Conveys the Product’s Quality? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 45
The Slogan on the Ad’s Bottom Left Reads “Perfection Has Its Price” Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 46
Retail Store Image Brands carried Store ambiance Prices Level of service Clientele Product assortment Discounts Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 47
Manufacturer’s Image • Favorable image tied to new product acceptance • Companies sponsor community events to enhance images • Product and institutional images Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 48
Perceived Risk • The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision • Types – – – Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 49
How Consumers Handle Risk • • • Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 50
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