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Perception!

Chapter 6

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What do you see?

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What do you see?

Now what do you see?

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Fun with Color As quickly as you can, say thecolor of each word. (Forinstance, for the word "red," you

will say "green.") Were youconfused? Probably!

Experts aren't sure, but manyscientists believe that one

reason people have difficultywith this puzzle is because yourbrain is "primed," or prepared, topicture things the same color asthe written word. (That's why this

is called a "priming" illusion.) Soif the word "red" is actuallycolored green, then that makesthings confusing!
http://amazingillusions.blogspot.com/2005/06/confusing-signs.htmlhttp://amazingillusions.blogspot.com/2008/06/illusions-with-mathematics.htmlhttp://amazingillusions.blogspot.com/2005/06/puzzles.htmlhttp://amazingillusions.blogspot.com/2005/06/color-adapting-illusions.htmlhttp://amazingillusions.blogspot.com/2006/02/extreme-reading.htmlhttp://amazingillusions.blogspot.com/2006/02/extreme-reading.htmlhttp://amazingillusions.blogspot.com/2005/06/color-adapting-illusions.htmlhttp://amazingillusions.blogspot.com/2005/06/puzzles.htmlhttp://amazingillusions.blogspot.com/2008/06/illusions-with-mathematics.htmlhttp://amazingillusions.blogspot.com/2005/06/confusing-signs.html

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Through advertising.

Perceptions

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http://adsoftheworld.com/files/evian.jpg

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http://adsoftheworld.com/files/evian.jpg

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Perception

Copyright 2010 Pearson Education, Inc. Publishing as PrenticeHall

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The process by which anindividual selects,organizes, and interprets

stimuli into a meaningfuland coherent picture of theworld

Elements of Perception SensationAbsolute thresholdDifferential threshold Subliminal perception

Chapter SixSlide

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Sensation

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Sensation is the immediate and directresponse of the sensory organs to stimuli

A stimulus is any unit of input to any of the

senses.

Chapter SixSlide

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The absolute threshold

Copyright 2010 Pearson Education, Inc. Publishing as PrenticeHall

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The absolute threshold is the lowest level atwhich an individual can experience asensation.

Consumers adapt and get used to a certainad or message so no longer notice it.

This is one of the reasons why advertisers

change their ads frequently.

Absolute threshold changes over time.

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Differential Threshold(Just Noticeable Difference j.n.d.)

18

Minimal difference that can be detectedbetween two similar stimuli

Webers law

The j.n.d. between two stimuli is not an absoluteamount but an amount relative to the intensity ofthe first stimulus

The stronger the initial stimulus, the greater the

additional intensity needed for the secondstimulus to be perceived as different.

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Marketing Applicationsof the J.N.D.

Marketers need to

determine therelevant j.n.d. for

their products so that negative

changes are notreadily discernible to

the public so that product

improvements arevery apparent to

consumersCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter SixSlide

19

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Subliminal Perception

Stimuli that are too weak or too brief to beconsciously 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 HallChapter SixSlide

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Aspects of Perception

Selection

Organization

Interpretation


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Perceptual Selection

Includes the products physicalattributes, package design, brand

name, advertising and more

Nature of the

stimulus

Based on familiarity, previousexperience or expectations.Expectations

Needs or wants for a product orservice.Motives

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Selection Depends Upon:

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Perceptual Selection- Important

Concepts

23

SelectiveExposure

Consumersseek out

messageswhich:

Arepleasant

They cansympathize

Reassurethem ofgoodpurchases

SelectiveAttention

Heightenedawareness

when stimulimeet theirneeds

Consumerspreferdifferent

messagesand medium

PerceptualDefense

Screening outof stimuli

which arethreatening

PerceptualBlocking

Consumersavoid being

bombardedby:

Tuning out TiVo

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Perceptual Organization

Figure andground

Grouping

Closure

People tend to organizeperceptions into figure-

and-groundrelationships.

The ground is usuallyhazy.

Marketers usuallydesign so the figure isthe noticed stimuli.

Principles

Chapter SixSlide

Advertised Product =FIGURETV show or backdrop of the ad =GROUND

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Figure and ground

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Product integrated into the plot

The product used by the cast

James Bond-OMEGA

The product associatedwith the character

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Figure andground

Grouping

Closure

People group stimulito form a unifiedimpression orconcept.

Grouping helpsmemory and recall.

Principles


27

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Grouping

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Cobranded Visa Card

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Figure andground

Grouping

Closure

People have a need forclosure and organizeperceptions to form acomplete picture.

Will often fill in missingpieces

Incomplete messagesremembered more thancomplete

Principles


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Interpretation

Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

People holdmeanings related tostimuli

Chapter SixSlide

32

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

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Stereotypes

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Interpretation

Verbal messagesreflect stereotypes


37

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

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Descriptive Terms

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Interpretation

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

First impressions arelasting

The perceiver istrying to determinewhich stimuli arerelevant, important,

or predictive


39

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

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Interpretation

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Consumers perceiveand evaluate multiple

objects based on justone dimension


41

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

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Product Positioning

Establishing a specific image for a brand in theconsumers mind in relation to competing

brands

Conveys the product in terms of how it fulfills aneed

Successful positioning creates a distinctive,

positive brand image

Copyright 2010 Pearson

Education, Inc. Publishing asPrentice Hall43 Chapter SixSlide

Packaging as a Positioning

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Packaging as a PositioningElement

Packaging conveys the image that the brandcommunicates to the buyer.

Color, weight, image, and shape are all

important. Repositioning might be necessary because:

Increased competition

Changing consumer tastes

44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter SixSlide

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Perceptual Mapping

An analytical technique that enables marketersto plot graphically consumers perceptions

concerning product attributes of specific

brands

Copyright 2010 Pearson

Education, Inc. Publishing asPrentice Hall46 Chapter SixSlide

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Positioning of Services

Image is a key factor for services

Services often want a differentiatedpositioning strategy to market several versions

of their service to different markets.

47 Chapter SixSlide


Perceived Price and Perceived

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Perceived Price and Perceived

Quality

Reference prices used as a basis forcomparison in judging another price

Internal

External Perceived Quality of Products

Intrinsic vs. Extrinsic Cues

48 Chapter SixSlide

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Perceived Quality of Services

Difficult due tocharacteristics ofservices Intangible

Variable

Perishable

SimultaneouslyProduced andConsumed

SERVQUAL scale

used to measure gapbetween customersexpectation of serviceand perceptions ofactual service


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Price/Quality Relationship

The perception of price as an indicator ofproduct quality (e.g., the higher the price,the higher the perceived quality of the

product.)


50

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Retail Store Image

Brandscarried

PricesLevel ofservice

Storeambiance

ClienteleProduct

assortment

Discounts

51 Chapter SixSlide


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Manufacturers Image

Favorable image tied to new productacceptance

Companies sponsor community events to

enhance images Product and institutional images

52Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter SixSlide

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Perceived Risk

The degree of uncertainty perceived by theconsumer as to the consequences (outcome) ofa specific purchase decision

Types Functional Risk

Physical Risk

Financial Risk

Social Risk

Psychological Risk

Time Risk

53Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide

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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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The Nature of Perception

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The Nature of Perception

Exposure

Random Deliberate

AttentionLow Invol High Invol

InterpretationLow Invol High Invol

Memory

Active PS StoredExperiences, values,decisions, rules etc

Purchase and Consumption Decision

occurs when a stimulus comes within

range of a person

occurs when the receptor nerve passes

the sensation to the brain for processing

is the assignment of meaning to

the received sensation

is the short-term use of this meaning forimmediate decision making or the longerretention of the meaning.

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In reality

The flow from exposure to memory is not linear but the processes

are simultaneous and interactive Memory influences exposure and interpretation

Memory is continuously being shaped

Perception and memory are extremely selective

InformationAvailable


LimitedExposure

Inter-pretat

ionInformation

Available

LimitedExposure

ActiveMem-

ory


LimitedExposure

6 perception 2010

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