Transcript Cha. 6

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.
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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
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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.
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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.
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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
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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
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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
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Chapter Six Slide
8
Aspects of Perception
Selection
Organization
Interpretation
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Chapter Six Slide
9
Perceptual Selection
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.
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Chapter Six Slide 10
Why Are Consumers
Likely to Notice This Ad?
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Chapter Six Slide 11
The Attention-Getting Nature of a
Dramatic Image
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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?
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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
• TiVo
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Chapter Six Slide 14
Organization
Principles
• Figure and ground
• Grouping
• Closure
• People tend to organize
perceptions into figureand-ground relationships.
• The ground is usually hazy.
• Marketers usually design
so the figure is the noticed
stimuli.
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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.
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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
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Chapter Six Slide 17
What Element of Perceptual
Organization Is Featured in This Ad?
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Chapter Six Slide 18
Closure
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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?
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Chapter Six Slide 20
Interpretation
Stereotypes
Stereotypes
• People hold meanings
related to stimuli
Physical
PhysicalAppearances
Appearances
Descriptive
DescriptiveTerms
Terms
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
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Chapter Six Slide 21
Interpretation
Stereotypes
Stereotypes
Physical
Appearances
Physical Appearances
Descriptive
DescriptiveTerms
Terms
• Positive attributes of
people they know to
those who resemble
them
• Important for model
selection
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
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Chapter Six Slide 22
Interpretation
Stereotypes
• Verbal messages reflect
stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Chapter Six Slide 23
How Does This Ad
Depict Perceptual Interpretation?
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Chapter Six Slide 24
It Contrasts the Powerful Durango with Less Rugged
Referred to in the Ad as the “Land Of Tofu.”
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Chapter Six Slide 25
Interpretation
Stereotypes
Stereotypes
Physical
Appearances
Physical Appearances
Descriptive
DescriptiveTerms
Terms
• First impressions are
lasting
• The perceiver is trying
to determine which
stimuli are relevant,
important, or predictive
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
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Chapter Six Slide 26
Interpretation
Stereotypes
Stereotypes
Physical
Appearances
Physical Appearances
• Consumers perceive and
evaluate multiple
objects based on just
one dimension
Descriptive
DescriptiveTerms
Terms
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
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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
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Chapter Six Slide 28
Which Concepts of Perception Are
Applied in These Ads?
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Chapter Six Slide 29
The Principle Of Contrast
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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
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Chapter Six Slide 31
Perceptual Mapping
• An analytical technique that enables
marketers to plot graphically consumers’
perceptions concerning product attributes of
specific brands
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Chapter Six Slide 32
Perceptual Mapping
Figure 6.9
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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.
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Chapter Six Slide 34
Which Elements of This Ad Convey the
Restaurant’s Perceptual Position and How?
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Chapter Six Slide 35
The Steak Knife and the Reference to Vegetarians
Convey The Position of the Restaurant as a
Well-Established Steakhouse
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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
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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
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Chapter Six Slide
38
Measuring Perceptions of
Brand Luxury
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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.)
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Chapter Six Slide 41
How Can This Ad Affect the Service’s
Perceived Quality?
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Chapter Six Slide 42
It Uses a Process Dimension in Advertising a
Newly-Formed Business Class on an Airline
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Chapter Six Slide 43
Discussion Questions
• When have you used
price as an indicator
of quality?
• Were you correct?
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Chapter Six Slide 44
Which of the Ad’s Elements Conveys the
Product’s Quality?
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Chapter Six Slide 45
The Slogan on the Ad’s Bottom Left
Reads “Perfection Has Its Price”
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Chapter Six Slide 46
Retail Store Image
Brands
carried
Store
ambiance
Prices
Level of
service
Clientele
Product
assortment
Discounts
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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
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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
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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
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Chapter Six Slide 50
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as
Prentice Hall
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Chapter Six Slide 51