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Topic 4 Consumer Perception

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Khang Nguyen Duy
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22 views

Topic 4 Consumer Perception

Uploaded by

Khang Nguyen Duy
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall


e d
fi n
e
D Perception
The process by which individuals
select, organize, and interpret stimuli
into a meaningful and coherent
picture of the world. It can be
described as “how we see the world
around us.”

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 32


e d
fi n
e
D Sensation
The immediate and direct response of
the sensory organs to stimuli (units of
input to the senses, as captured by
the sensory receptors).

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 32


Audio Sensory Input

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Discussion Questions

What is the difference


between the absolute
threshold and the
differential threshold
(JND)?

Why do marketers care


about sensory
adaptation?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 5 of 32


e d
fi n
e
D Ambush Marketing
Placing ads in places where consumers do
not expect to see them and cannot
readily avoid them.
Experiential Marketing
Allows customers to engage and interact
with offerings in sensory ways in order to
create emotional bonds between
consumers and marketing offerings
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 32
Discussion Question

• How might a cereal


manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms of:
– Product decisions
– Packaging decisions
– Advertising decisions
– Sales promotion decisions

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 7 of 32


Subliminal Perception

• What is subliminal perception?

• Is it effective?

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The Stimulus
• Contrast
• Shocking or unrealistic images

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 32


Discussion Questions

• What marketing stimuli do you remember


from your day so far?
• Why do you think you selected these stimuli
to perceive and remember?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 10 of 32


Perceptions are affected by…

• Expectations
• Motives
• Selective Perception
– Selective Exposure
– Selective Attention
– Perceptual Defense
– Perceptual Blocking

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 11 of 32


Perceptual Organization

• Gestalt psychology
• Figure and ground
• Grouping
• Closure

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Perceptual Organization Application

What Element of
Perceptual Organization
Is Featured in This Ad?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 13 of 32


Perceptual Interpretation

• Stereotyping
• Triggers
– Physical appearance
– Descriptive terms
– First impressions
– Halo Effect

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 14 of 32


How Does This Ad Depict Perceptual
Interpretation?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 15 of 32


Brand Image
• Positioning
• Brand image updates
• Package image
• Service image

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 16 of 32


Perceived Price

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 17 of 32


Quality

• Product quality
– Intrinsic cues
– Extrinsic cues
• Service quality
• Price/quality relationship
• Store image
• Manufacturer image

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 18 of 32


Discussion Question

Provide an example where a viral message


impacted consumer perceptions of a
company’s image. In your opinion, how did
the viral message affect consumer perceptions
of the quality of the product or service
provided by the company?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 19 of 32


Perceived Risk

The degree of uncertainty perceived by the consumer


as to the consequences (outcome) of a specific
purchase decision

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 20 of 32


How Consumers Handle Risk

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 21 of 32


Discussion Question

Think of a recent purchase that you


considered risky. What type(s) of risk was
(were) involved? How did you handle the risk?
Explain.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 22 of 32

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