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Perception.pptx

The document discusses perception as the process of selecting, organizing, and interpreting stimuli to create a coherent understanding of the world. It covers concepts such as absolute and differential thresholds, subliminal perception, and the role of sensory inputs in marketing. Additionally, it highlights the importance of perceptual selection, organization, and interpretation in shaping consumer behavior and marketing strategies.

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debanhimonsivaisf2
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3 views

Perception.pptx

The document discusses perception as the process of selecting, organizing, and interpreting stimuli to create a coherent understanding of the world. It covers concepts such as absolute and differential thresholds, subliminal perception, and the role of sensory inputs in marketing. Additionally, it highlights the importance of perceptual selection, organization, and interpretation in shaping consumer behavior and marketing strategies.

Uploaded by

debanhimonsivaisf2
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Perception

► What is Perception?

► The absolute and differential


thresholds and subliminal
perception

► Perceptual selection
Chapter
Overview ► Perceptual organization

► Perceptual interpretation

► Perception and the marketing


mix
What is Perception?

“….the process by which an


individual selects, organises
and interprets stimuli into a
meaningful and coherent
picture of the world”

The translation from the


external physical world to the
internal mental world

What we subconsciously add


or subtract from raw sensory
inputs to produce our own
private picture of the world
Information Processing is Selective

Stimuli

Exposure

Attention

Interpretation

Memory
► Immediate and direct response
of the sensory organs to stimuli

► Sensory receptors receive


sensory inputs

Sensation
► Sensitivity to stimuli is important

► Sensation depends on the


environment

► Sensation ≠ Perception
Sensory Inputs
(Stimuli)

► Sight - marketers rely


heavily on visual elements
in advertising, store design
and packaging.

► Scent - odours can stir the


emotions and can invoke
memories or have a
calming effect
Sensory Inputs
(Stimuli)

Sound - can affect people’s


feelings and behaviours.

Touch - tactile cues can


have symbolic meaning.

Taste - can contribute to our


experiences of many
products.
How Old Are Your Ears?
Absolute Threshold
► Minimum stimulation of the
sensory organs required
before there is a sensory
experience

► Varies among individuals

► Our human sensory organs


are limited, but we have
adapted our world to live
within our absolute sensory
thresholds
Absolute Threshold
► Under conditions of
constant stimulation, the
absolute threshold
increases

► Consumer may become


used to specific stimuli i.e.
sensory adaptation

► As a result, advertisers
regularly change
advertising campaigns or
use unusual media
Differential Threshold
► The minimal difference
that can be detected
between two similar
stimuli

► The Just Noticeable


Difference (JND)

► Differences that are too


small will not be noticed
as differences at all
Marketers should try to determine
the JND so that:

► Negative changes are not


readily discernible to the
public e.g. reduction in
product size, increases in
Differential product price…
Threshold
► Product improvements are
readily discernible to
consumers without being
wasteful e.g. improved and
updated packaging, larger
size, lower price….
Some Marketing Examples of the
JND
Area of Application Example of Use
Pricing When raising the price, try to move less
than a JND
When lowering price for a sale, move
more than a JND
Product Make decreases in the size of food
products less than JND
When word ‘new’ is used, make sure
the product change is greater than JND
Packaging To update package styling and logo,
keep within the JND
To change image, make styling changes
greater than JND
Subliminal Perception

► People are stimulated


below their level of
conscious awareness

► Stimulus is beneath the


threshold of awareness

► Concern about the


practice, but no proof that it
affects consumer behaviour
Subliminal Perception in Action
Subliminal Messages in
Disney Movies
Perceptual Selection

► Subconsciously, consumer are very selective


when exposed to stimuli

► Which stimuli get selected, depends on:


1. Stimuli’s features
2. Personal expectations
3. Consumer motivation
► Intensity and size

► Position

1. Stimuli’s ► Contrast
Features
► Novelty

► Repetition
► Movement

► Isolation
1. Stimuli’s
Features ► Compressed messages

► Information quantity
► People see what they
expect to see

► Sometimes stimuli that


conflict sharply with
2. Personal expectations receive
more attention
Expectations

► Use of sexuality in
advertising
► People tend to perceive
things they need or
3. Consumer want
Motivation

► Target products to the


perceived needs of
consumers
► People do not perceive a
single stimulus in isolation

► They tend to view a


stimulus in terms of its
Perceptual relationship with other
events, sensations and
Organisation images

► People organise stimuli


into groups and see them
as unified wholes (stimulus
grouping principles)
► Closure

Perceptual
► Figure and ground
Organisation

► Grouping
► The interpretation of
stimuli is also uniquely
individual

► Certain factors distort


our perceptions:
Perceptual Stereotyping
Interpretation Physical Appearance
First impressions
Halo effect
Context
Stereotyping
Stereotyping
Physical Appearance
First Impressions
Halo Effect
Context
Perception and
the Marketing Mix
All elements of the
marketing mix
communicate something
about the firm to the
consumer

It is not enough to
concentrate on the
advertisement

Scope for difference in


perceptions between
managers and consumers
Product

► Perceptions of products
derive from marketing
efforts

► Brand image is a
perception of the brand

► Marketers strive to create a


brand image consistent
with the self-image of the
target market
Product

► Packaging also
conveys a brand
image

► Evaluating the quality


of services is more
difficult than for
products
Compare
the
Market
Price

► May judge product/service


quality by price

► Reference prices

► Tensile and objective price


claims

► Perceived Quality of Products


► Intrinsic Cues
Price
Comparison
► Retail stores have
images of their own that
influence the perceived
quality of the products
they carry
Distribution

► Examples: location,
design, product
assortment, services and
personnel….
Positioning

► Positioning: establishing a
specific image for a brand
in relation to competing
brands

► The result of effective


positioning is a unique
perception of the product
in consumers’ minds
Perceptual
Map
► Repositioning: changing
the way a product is
perceived by
consumers in relation to
other brands or product
uses

Repositioning
► May do so when
consumers get used to
the original positioning
or to appeal to a new
segment
Old Spice
Perception in Modern
Marketing
Augmented Reality

► Augmented reality (AR) is a live, direct or indirect, view


of a physical, real-world environment

► Elements are augmented (or supplemented) by


computer-generated sensory input such as sound,
video, graphics or GPS data

► The technology functions by enhancing one’s current


perception of reality

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