Scribd
Upload
12 views

Consumer Perception

Consumer perception involves selecting, organizing, and interpreting stimuli. Key aspects of perception include thresholds, sensation, and Weber's law. Marketers must understand perceptual selection, organization, and interpretation to influence consumer perception. They seek the just noticeable difference to improve products or avoid negative changes being detected. While subliminal messages may affect emotions, evidence shows they do not change behavior. Marketers aim to make selective exposure, attention, and imagery work in their favor through creative exposure, contrast, and risk reduction techniques.

Uploaded by

Ramneet kaur (Rizzy)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
12 views

Consumer Perception

Consumer perception involves selecting, organizing, and interpreting stimuli. Key aspects of perception include thresholds, sensation, and Weber's law. Marketers must understand perceptual selection, organization, and interpretation to influence consumer perception. They seek the just noticeable difference to improve products or avoid negative changes being detected. While subliminal messages may affect emotions, evidence shows they do not change behavior. Marketers aim to make selective exposure, attention, and imagery work in their favor through creative exposure, contrast, and risk reduction techniques.

Uploaded by

Ramneet kaur (Rizzy)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 20

Consumer Perception

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

5-2
Elements of Perception
• Elements of Perception
• Absolute threshold
• Differential threshold
• Differential threshold

5-3
Sensation

• The immediate and direct response of the


sensory organs to stimuli.
• A perfectly unchanging environment provides
little to no sensation at all!

5-4
Differential Threshold or j.n.d
• The minimal difference that can be detected
between two similar stimuli

5-5
Weber’s Law
• the stronger the initial stimulus, the greater
the additional intensity needed for the second
stimulus to be perceived as different

5-6
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

5-7
Subliminal Perception
• Perception of very weak or rapid stimuli
received below the level of conscious
awareness

5-8
Is Subliminal Persuasion Effective?

• Extensive research has shown no evidence


that subliminal advertising can cause
behaviour changes
• Some evidence that subliminal stimuli may
influence affective reactions

5-9
Aspects of Perception

Selection

Organization

Interpretation

5-10
Perceptual Selection
• Conscious and unconscious screening of
stimuli

5-11
Perceptual Selection
• Depends on three major factors
–Consumer’s previous experience
–Consumer’s motives
–Nature of the stimulus

5-12
Concepts Concerning Selective
Perception

 Selective Exposure
 Selective Attention
Gestalt  Perceptual Defense
Psychology  Perceptual Blocking

5-13
Perceptual Selection – Cont’d
• Selective exposure
– Consumers actively choose stimuli that they want
to see
• Selective attention
– Consumers decide how much attention they will
pay to a stimulus

5-14
Perceptual Selection – Cont’d
• Perceptual defence
– Consumers screen out psychologically threatening
stimuli
• Perceptual blocking
– ‘tuning out’ of stimuli

5-15
Principles of Perceptual Organization
• Figure and ground
– Definition of figure depends on the
background
• Grouping
– Information is organized into chunks
• Closure
– Incomplete stimuli create tension

5-16
Influences of Perceptual Distortion
• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect

5-17
Issues In Consumer Imagery
• Product Positioning and Repositioning
• Perceived Price
• Perceived Quality
• Price-Quality Relationship
• Perceived Risk

5-18
Perception and Marketing Strategy
• Make perceptual selection work in your favour
– Increase accidental exposure
– Use the j.n.d
– Draw attention to your ad using contrast and
other principles
– Find creative ways to reduce blocking
» continued

5-19
Perception and Marketing Strategy
• Ensure that consumers organize and interpret
messages correctly
• Develop suitable consumer imagery
• Find ways to reduce perceived risk

5-20

You might also like