Transcript File

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
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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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Six Slide
8
Aspects of Perception
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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?
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
• 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.
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.
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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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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