perception 1 the process by which an individual selects, organizes, and interprets stimuli into a...

Perception1

• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

• Elements of Perception Sensation Exposure Attention

Sensation2

• 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.

Differential Threshold (Just Noticeable Difference – j.n.d.)3

• 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.

Subliminal Perception4

• 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.

Aspects of Perception5

Selection

Organization

Interpretation

Perceptual Selection6

•Includes the product’s physical attributes, package design, brand name, advertising and more…

Nature of the

stimulus

•Based on familiarity, previous experience or expectations.

Expectations

•Needs or wants for a product or service.

Motives

Selection Depends Upon:

Perceptual SelectionImportant Concepts

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Selective Exposure

• Consumers seek out messages which:• Are

pleasant• They

can sympathize

• Reassure them of good purchases

Selective Attention

• Heightened awareness when stimuli meet their needs

• Consumers prefer different messages and medium

Perceptual Defense

• Screening out of stimuli which are threatening

Perceptual Blocking

• Consumers avoid being bombarded by:• Tuning

out• TiVo

Organization

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.

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Principles

Organization

Figure and ground

Grouping Closure

People group stimuli to form a unified impression or concept.

Grouping helps memory and recall.

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Principles

Organization

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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Principles

Interpretation

People hold meanings related to stimuli

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Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Interpretation

Positive attributes of people they know to those who resemble them

Important for model selection

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Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Interpretation

Verbal messages reflect stereotypes

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Stereotypes

Physical AppearancesDescriptive Terms

First Impressions

Halo Effect

Interpretation

First impressions are lasting

The perceiver is trying to determine which stimuli are relevant, important, or predictive

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Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Stereotypes

Physical AppearancesDescriptive TermsFirst Impressions

Halo Effect

Interpretation

Consumers perceive and evaluate multiple objects based on just one dimension

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Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Stereotypes

Physical AppearancesDescriptive TermsFirst Impressions

Halo Effect

Product Positioning16

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

Packaging as a Positioning Element17

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

Perceptual Mapping18

An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands

Perceived Risk19

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

How Consumers Handle Risk

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Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance

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