Amity International Business School

AMITY INTERNATIONAL BUSINESS SCHOOL

MBAIB/IMBA Semester IV CONSUMER BEHAVIOUR

PERCEPTION
KOKIL JAIN
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PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
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THE NATURE OF PERCEPTION

Exposure: when a stimulus comes within range of our sensory receptor nerves Random vs. Deliberate Attention: when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing Low vs. High Involvement Interpretation: the assignment of meaning to sensations Low vs. High Involvement

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February 2003 Cunning Stunts Communications announce the launch of foreheADS - the medium that alleviates student debt while bringing a brand's message to the fore. Cunning Stunts have a network of students to display brand logos on their foreheads. Ads are placed using a temporary transfer. Students must display the ads for a minimum of 3 hours a day in highly visible locations such as the student bar, local pubs and shopping areas. They receive 90.00 for a week's work.

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Elements of Perception
Sensation Absolute threshold Differential threshold Subliminal perception

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Sensation
The immediate and direct response of the sensory organs to stimuli Sensitivity to stimuli varies with the quality of an individuals sensory receptors Sensation itself depends on energy change within the environment where the perception occurs (i.e. the differentiation of input) As sensory input decreases , our ability to detect changes in input increases, to the point that we attain maximum sensitivity under conditions of minimal stimulation
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The absolute threshold

The lowest level at which individual can experience a sensation is called the absolute threshold. sensory adaptation-Under conditions of constant stimulation , the absolute threshold increases.

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Differential Threshold
Minimal difference that can be detected between two similar stimuli Also known as the just noticeable difference (the j.n.d.)

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Webers Law
The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus Webers law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
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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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STIMULUS

CONSTANT (K)

PITCH
LOUDNESS SALTINESS

0.003
0.10 0.20

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Discussion Question
How might a cereal manufacturer such as Kelloggs use the j.n.d. for Frosted Flakes in terms of:
Product decisions Packaging decisions Advertising decisions Sales promotion decisions

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Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

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Is Subliminal Persuasion Effective?

Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions

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Aspects of Perception
Selection Organization Interpretation
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Aspects of Perception
Selection Organization Interpretation
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Perceptual Selection
Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors
Consumers previous experience Consumers motives

Selection depends on the

Nature of the stimulus Expectations Motives
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Stimulus Factors
SIZE Size and Intensity influence the probability of paying attention Larger stimuli are more likely to be noticed than a small one

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SPREAD 1 PAGE

NO. OF RESPON SES 107 76

TWO THIRDS 68 PAGE ONE HALF 56 PAGE ONE THIRD 47 PAGE

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INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE

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Color and Movement serve to attract attention

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Position
Placement of the object in a persons visual field

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Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

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Consumers seek out messages which:

Are pleasant They can sympathize Reassure them of good purchases

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Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

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Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium
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Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

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Screening out of stimuli which are threatening

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Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

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Consumers avoid being bombarded by:

Tuning out TiVo

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Aspects of Perception

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Selection Organization

Interpretation

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Organization Principles
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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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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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
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Aspects of Perception

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Selection Organization

Interpretation

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Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Positive attributes of people they know to those who resemble them Important for model selection Attractive models are more persuasive for some products

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Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People hold meanings related to stimuli Stereotypes influence how stimuli are perceived

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Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive
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Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People tend not to listen to all the information before making conclusion Important to put persuasive arguments first in advertising
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Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Consumers perceive and evaluate multiple objects based on just one dimension Used in licensing of names Important with spokesperson choice
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