2nd perception

8/12/2019 2nd Perception

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Amity Business School

Consumer Perception


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Perceptual ProcessSensory Stimuli Sensory ReceptorsSights Eye

Sounds EarsSmells NoseTaste Mouth

Textures Skin

EXPOSURE ATTENTION INTERPRETATION


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The Nature of Perception Exposure: When a stimulus comes within range of our

sensory receptor nerves Random vs. planned

Attention: When the stimulus activates one or moresensory receptor nerves and the resulting sensations goto the brain for processing

Low vs. High Involvement

Interpretation: The assignment of meaning to sensations Low vs. High Involvement


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Information Processing for Consumer Decision Making

EXPOSURERandom Deliberate

ATTENTIONLow Involvement High Involvement

INTERPRETATION Low Involvement High Involvement

MEMORY

Short Term Long TermActive Problem Solving Stored Experiences,Hope, Values,Decisions, Feelings

PURCHASE AND CONSUMPTION DECISIONS


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Involvement

Symbolic Meanings Regarding the Self (e.g.,clothes)

Social Visibility (e.g., iPod) Time Commitment to the Purchase (e.g., hot water

heater) Price (e.g., cars) Potential Harm to Self or Others (e.g., mountain

climbing equipment) Potential for Poor Performance (e.g., aerobic

shoes)


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Elements of Perception Sensation : The immediate and direct response of

the sensory organs to stimuli. Absolute threshold : It is the lowest level at which

an individual can experience a sensation. Eg.Message written of Billboard.

Differential threshold : The minimal differencethat can be detected between two similar stimuli iscalled the differential threshold or just noticeabledifference.

Increase of Rs 5 on premium juice (Rs 150 / liter)and on petrol.


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Marketing Applicationsof the JND Need to determine the relevant j.n.d. for their products.

Below jnd level : To hide the negative changes.(Reduction in product size or quality, increase in price).

Above j.n.d. level : To highlight the productimprovements ( improved or updated packaging, largersizes or lower price)


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SubliminalPerception

Perception ofvery weak orrapid stimuli

received belowthe level ofconscious

awareness.


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Subliminal Perception 1957: Drive-In Movie Theater

Eat popcorn and Drink Coca Cola were flashed on the screen. (58%

and 18% inc.) 1990s: Allegations against Disney

In Aladdin movie, hero allegedly whispers good teenagers, take offyour clothes in a sub -audible voice.)

Extensive research had shown no evidencethat subliminal advertising can causebehavior changes.


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WebersLaw

A theory concerning the perceived differentiation between similar stimuli ofvarying intensities (i.e., thestronger the initial stimulus,

the greater the additionalintensity needed for thesecond stimulus to be

perceived as different).


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Aspects of Perception

Selection

Organization

Interpretation


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Perceptual Selection People attend to only a small portion of

the stimuli to which they are exposed. Consumers choose on the basis of

Personal & Stimulus factors. Personal factors are Consumers

experience Perceptual Filters Consumers motives


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Perceptual Vigilance

Consumers are more likely to be aware of stimuli that relateto their current needs.

Perceptual DefensePeople see what they want to see.

Adaptation (Becomes habitual)Degree to which consumers continue to notice a stimulusover time. Depends onIntensity Less intense stimuli (soft sounds or dimcolor)habituate as they have less sensory impact.Duration Stimuli that require relatively lengthy exposure inorder to be processedDiscrimination Simple stimuli habituate as they do notrequire attention to detail.


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Stimulus Selection Factors

Stimuli that differs from others around them aremore likely to be noticed (Webers Law). Thiscontrast can be created as :

Size and Intensity Influence the probability of paying attention Color and Movement Serve to attract attention Position Placement of the object in a persons visual field Isolation the separation of a stimulus object from other objects Format manner in which the message is presented Contrast the tendency to attend more closely to stimuli that

contrast with their background


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Individual Factors Interest a reflection of overall

lifestyle and the ability to attend toinformation

Need reflection of long-term goalsand plans and their short-term needs


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Nonfocused Attention

Hemispheric Lateralization activity that takes place oneach side of the brain

Left Side primarily responsible for rational thoughtincluding verbal information, symbolic representation,sequential analysis, conscious thought.

Right side deals with pictorial, geometric, timeless andnonverbal information without the individual being ableto verbally report it. Works with impressions andimages.


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Amity Business SchoolDeterminants of Interpretation

Individualcharacteristics

GestaltInterpretation:

Cognitive Affective

S Stimuluscharacteristics

S Situationalcharacteristics


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Interpretation Cognitive interpretation process whereby

stimuli are placed into existing categories ofmeaning

Affective interpretation the emotional orfeeling response triggered by a stimulussuch as an ad


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Interpretation Characteristics Individual:

Learning accumulation of life experiences Expectations

Situational:

Contextual Priming impact that the content of the materialsurrounding an ad will have on the interpretation of the ad. (e.g.,Coke and the news)

Stimulus: Sensory Discrimination ability to distinguish between similar

stimuli. Just-Noticable-Difference (ie., jnd) the minimal amount that onestimuli can differ from another with the difference still beingnoticed.

Individuals typically do not notice relatively small differencesbetween brands or changes in brand attributes (e.g., candy bars).


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Interpreting Images What does thismean? Proximity Principle refers to the tendency to

perceive objects or events that are close to oneanother as being related or as sharingattributes.

Consumer Inferences the process bywhich consumers assign a value to anattribute or item not contained in an ad onthe basis of other data in the ad


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Impact on Marketing Strategy Impact on Retailers

Store interiors; shelf position; POP displays; reference prices

Brand Name and Logo Development Linguists and computers often used to develop Co-branding giving two brand names to a single product

Effective Media Strategy Selective Exposure

Advertisement and Package Design Capture attention and convey meaning Strategies: Utilize stimulus characteristics; tie message to a

topic the target audience is interested in.


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Warning labels and Disclaimers

Evaluating Advertising effectiveness Exposure must physically reach the consumer; measures:

people meters, diaries, clickthrough Attention consumer must attend to message; measures:

Day-after recall; recognition tests; Starch scores Interpretation Must be properly interpreted; measures: focus

groups, survey research Memory must be stored in memory in a manner that will

allow retrieval under the proper circumstances

Ethical Concerns Presenting a brand in a favorable light or completely

accurately. Ambush marketing involves any communication or activity

that implies, or from which one could reasonably infer, that anorganization is associated with an event, when in fact it is not.


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Logos Influence on Image


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Principles of PerceptualOrganization Figure and ground

(Product Placement) Grouping (multiple

benefit) Closure (incomplete

picture, completethe sequence)


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Issues In Consumer Imagery Product Positioning and Repositioning Positioning of Services Perceived Price Perceived Quality Retail Store Image Manufacturer Image Perceived 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

AgainstCompetition

PositioningBased on aSpecific Benefit

Conveying aProduct Benefit

Taking anUnownedPosition

Positioning forSeveral Positions

Repositioning


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PerceptualMapping

A research techniquethat enables

marketers to plotgraphicallyconsumers

perceptions

concerning productattributes of specific

brands.


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Parametres for perceptual Mapping mapping Attributes

Features of the product

Non-AttributesCompetitors availability in the market


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Perceptual Mapping

QualityPrice

Style & design

Trust

DurabilityReliability

Fuel efficiencyCost of Spares

Datasun

Contemporary looks,Seating & luggage space

Maruti Suzukisnew car YL7

(B/W Zen estillo & Astar)

2nd perception

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