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3 Perception: Consumer Behavior, 12E

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313 views40 pages

3 Perception: Consumer Behavior, 12E

Uploaded by

Hassan Hussein
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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3

Perception

CONSUMER
BEHAVIOR, 12e
Michael R. Solomon

Copyright © 2017 Pearson Education, Inc. 3-1


Learning Objectives
1. The design of a product today is a key
driver of its success or failure.
2. Products and commercial messages often
appeal to our senses, but because of the
profusion of these messages we don’t
notice most of them.
3. Perception is a three-stage process that
translates raw stimuli into meaning.

Copyright © 2017 Pearson Education, Inc. 3-2


Learning Objectives (Cont.)
4. Subliminal advertising is a controversial—but
largely ineffective—way to talk to consumers.
5. We interpret the stimuli to which we do pay
attention according to learned patterns and
expectations.
6. The field of semiotics helps us to understand
how marketers use symbols to create meaning.

Copyright © 2017 Pearson Education, Inc. 3-3


Learning Objective 1
The design of a product
is often a key driver of
its success or failure.

Copyright © 2017 Pearson Education, Inc. 3-4


Sensation
• Vision • Hedonic consumption
• Scent • Context effects
• Sound
• Touch
• Taste

Copyright © 2017 Pearson Education, Inc. 3-5


Sensory Marketing
• Companies think carefully about the
impact of sensations on our product
experiences.

Copyright © 2017 Pearson Education, Inc. 3-6


Vision
• Trade dress
• Color forecasts

Copyright © 2017 Pearson Education, Inc. 3-7


Vision

Copyright © 2017 Pearson Education, Inc. 3-8


Dollars and Scents
• Like color, odor can also
stir emotions and memory.
• Scent Marketing is a form
of sensory marketing that
we may see in lingerie,
detergents, and more.

Copyright © 2017 Pearson Education, Inc. 3-9


For Reflection
• Imagine you are the marketing consultant
for the package design of a new brand of
premium chocolate.
• What recommendations would you make
regarding sight and scent?

Copyright © 2017 Pearson Education, Inc. 3-10


Learning Objective 2
Products and commercial messages often appeal
to our senses, but because of the profusion of
these messages, we don’t notice most of them.

Copyright © 2017 Pearson Education, Inc. 3-11


Key Concepts in Use of Sound
• Audio watermarking
• Sound symbolism
• Phenomes

Copyright © 2017 Pearson Education, Inc. 3-12


Key Concepts in the Use of Touch
• Endowment effect
• Haptic
• Kansei
engineering

Copyright © 2017 Pearson Education, Inc. 3-13


For Reflection
• Some studies suggest that as we age,
our sensory detection abilities decline.
What are the implications of this
phenomenon for marketers who target
elderly consumers?

Copyright © 2017 Pearson Education, Inc. 3-14


For Reflection
• How has your sense of touch influenced
your reaction to a product?
• Which of your senses do you feel is most
influential in your perceptions of products?

Copyright © 2017 Pearson Education, Inc. 3-15


Learning Objective 3
Perception is a three-stage process that
translates raw stimuli into meaning.

Copyright © 2017 Pearson Education, Inc. 3-16


Stages of Perception
• Exposure
• Attention
• Interpretation

Copyright © 2017 Pearson Education, Inc. 3-17


Figure 3.1 Perceptual Process

We receive external
stimuli through
our five senses

Copyright © 2017 Pearson Education, Inc. 3-18


Stage 1: Key Concepts in Exposure
• Sensory threshold
• Psychophysics
• Absolute threshold
• Differential threshold
• JND
• Weber’s Law

Copyright © 2017 Pearson Education, Inc. 3-19


The Pepsi Logo Over Time

Copyright © 2017 Pearson Education, Inc. 3-20


For Reflection
• How much of a change would be needed
in a favorite brand’s price, package size,
or logo would be needed for you to notice
the difference?
• How would differences in these variables
affect your purchase decisions?

Copyright © 2017 Pearson Education, Inc. 3-21


Learning Objective 3
Subliminal Advertising is a controversial - but
largely-perceived ineffective - way to talk to
consumers.

Copyright © 2017 Pearson Education, Inc. 3-22


Subliminal Perception
Embeds

Copyright © 2017 Pearson Education, Inc. 3-23


Stage 2: Attention
• Attention is the extent to which processing activity
is devoted to a particular stimulus
• Consumers experience sensory overload
• Marketers need to break through the clutter

Copyright © 2017 Pearson Education, Inc. 3-24


How Do Marketers Get Attention?
Personal Selection Factors
• Experience
• Perceptual filters
o Perceptual vigilance
o Perceptual defense

Copyright © 2017 Pearson Education, Inc. 3-25


Factors Leading to Adaptation

Intensity Duration

Discrimination Exposure

Relevance

Copyright © 2017 Pearson Education, Inc. 3-26


Stimulus Selection Factors

• Contrast
• Size
• Color
• Position
• Novelty

Copyright © 2017 Pearson Education, Inc. 3-27


Figure 3.3 The Golden Triangle

Copyright © 2017 Pearson Education, Inc. 3-28


For Reflection
• Do you think that subliminal perception
works?
• Under what conditions could it work?

Copyright © 2017 Pearson Education, Inc. 3-29


Learning Objective 5
We interpret the stimuli to which we do pay
attention according to learned patterns and
expectations.

Copyright © 2017 Pearson Education, Inc. 3-30


Interpretation
Interpretation refers to the meaning we
assign to sensory stimuli, which is based on
a schema

Copyright © 2017 Pearson Education, Inc. 3-31


Stimulus Organization
• Gestalt: the whole is greater than the sum of its
parts
• Closure: people perceive an incomplete
picture as complete
• Similarity: consumers group together objects
that share similar physical characteristics
• Figure-ground: one part of the stimulus will
dominate (the figure) while the other parts
recede into the background (ground)

Copyright © 2017 Pearson Education, Inc. 3-32


For Reflection
• Give an example when you were affected
my closure, similarity, or the figure ground
principle.

Copyright © 2017 Pearson Education, Inc. 3-33


Learning Objective 6
The field of semiotics
helps us to understand
how marketers use
symbols to create
meaning.

Copyright © 2017 Pearson Education, Inc. 3-34


Figure 3.4 Semiotic Relationships
• Object
• Sign
• Interpretant
• Icon
• Index
• Symbol

Copyright © 2017 Pearson Education, Inc. 3-35


Examples of Brand Positioning

Lifestyle Grey Poupon is “high class”

Price leadership L’Oreal sells Noisome brand face cream


Attributes Bounty is “quicker picker upper”

Product class The Spyder Eclipse is a sporty convertible


Competitors Northwestern Insurance is the quiet
company
Occasions Use Wrigley’s gum when you can’t smoke

Users Levi’s Dockers targeted to young men


Quality At Ford, “Quality is Job 1”

Copyright © 2017 Pearson Education, Inc. 3-36


For Reflection
• Think of a commercial you have recently
seen and explain the object, sign and
interpretant.

Copyright © 2017 Pearson Education, Inc. 3-37


For Reflection
• How do your favorite brands position
themselves in the marketplace?
• Which possible positioning strategies
seem to be most effective?

Copyright © 2017 Pearson Education, Inc. 3-38


Chapter Summary
• The design of a product affects our
perception of it.
• Products and messages may appeal to
our senses.
• Perception is a three-stage process that
translates raw stimuli into meaning.
• Subliminal advertising is controversial.
• We interpret stimuli using learned
patterns.
• Marketers use symbols to create meaning.
Copyright © 2017 Pearson Education, Inc. 3-39
Copyright © 2017 Pearson Education, Inc. 5-40

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