Chapter 6

Consumer Perception

MKT348 CSUNDr. Franck Vigneron

PerceptionPerception

The process by which an individual selects, organizes, and interprets stimuli into a

meaningful and coherent picture of the world.

Elements of Perception

• Sensation• The absolute threshold• The differential threshold• Subliminal perception

Sensory Sensory ReceptorsReceptors

The human organs (eyes, ears, nose, mouth, skin) that

receive sensory inputs.

Absolute Absolute ThresholdThreshold

The lowest level at which an individual can experience a

sensation.

Sensory Sensory AdaptationAdaptation

“Getting used to” certain sensations; becoming

accommodated to a certain level of stimulation.

Differential Differential ThresholdThreshold

The minimal difference that can be detected between two stimuli. Also known as the

j.n.d. (just noticeable difference).

Weber’s LawWeber’s Law

A theory concerning the perceived differentiation

between similar stimuli of varying intensities (i.e., the stronger the initial stimulus,

the greater the additional intensity needed for the second stimulus to be

perceived as different).

Marketing Applications of the JND

• 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

Subliminal Subliminal PerceptionPerception

Perception of very weak or rapid stimuli received below

the level of conscious awareness.

Aspects of Perception

Selection Organization

Interpretation

Concepts Concerning Selective Perception

• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking

Principles of Perceptual Organization

• Figure and ground• Grouping• Closure

– Zeigernik effect

Zeigernik Zeigernik EffectEffect

A person beginning a task needs to complete it. When he or she is prevented from

doing so, a state of tension is created that manifests itself in improved memory for the

incomplete task.

Issues In Consumer Imagery

• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturers Image• Perceived Risk

Issues in Perceived Price

• Reference prices• Tensile and objective price claims

Reference Prices

• External Reference Price• Internal Reference Price

Tensile and Objective Price Claims

• Evaluations least favorable for ads stating the minimum discount level

• Ads stating maximum discount levels are better than stating a range

Perceived Quality

• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues

• Perceived Quality of Services• Price/Quality Relationship

Characteristics of Services

• Intangible• Variable• Perishable• Simultaneously Produced

and Consumed

• 6 P’s: Product, Promotion, Price, Place

• And People + Process

A Conceptual Model of the Components of Transaction Satisfaction

Evaluation of Service Quality(SQ)

Evaluation of Service Quality(SQ)

Evaluation of Product Quality(PQ)

Evaluation of Product Quality(PQ)

Evaluation of Price(P)

Evaluation of Price(P)

Transaction Satisfaction(TSAT)

Transaction Satisfaction(TSAT)

Types of Perceived Risk

• Functional Risk• Physical Risk• Financial Risk• Psychological Risk• Time Risk

How Consumers Handle Risk

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