Perception Edited Version


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  • Refer to slide 11
  • People see what they want to see. Horror movie Stimuli which conflict sharply attract attention. Stronger the need greater the motivation.
  • Formulas and point. Circle or Arch The moment we hear familiar music we try to complete it. Messages require to fill in is to increase the participation of the consumer.
  • Figure ( picture) and back ground,the common line thatseperates the figure and the ground is attributed to the figur rather then the ground Gound subordinate Figure dominant The musical background must not overwhelm the jingle. Background of the add must not detract fm the pdt. Old and the young lady picture. Marketers sometimes confuse the consumers .Vodka add bottle is poorly delineated. Participation produces more intensity.
  • Models are percieved as having more knowledge regarding enhancing pdts. But not regarding problem sloving pdts.Acne, dandriff.
  • Perception Edited Version

    1. 1. <ul><li>PERCEPTION </li></ul><ul><li>MAMTA MOHAN </li></ul>
    2. 2. Perception <ul><li>How we see the world around us </li></ul><ul><li>Consumer as a perceiver- </li></ul><ul><li>The objective reality of the product matters a littlewhat matters is the consumers perception of the pdt/ brand </li></ul><ul><li>The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world </li></ul>Amity Business School
    3. 3. Factors that Shape Perception <ul><li>Elements of perception </li></ul><ul><li>Sensation - The immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all! </li></ul><ul><li>Decrease Sensory inputs </li></ul><ul><li>Increased Sensory inputs </li></ul><ul><li>Absolute threshold </li></ul><ul><li>Differential threshold </li></ul><ul><li>Subliminal perception </li></ul>
    4. 4. Increased Sensory Input
    5. 5. Apple Computer’s competitive positioning
    6. 6. Factors that shape Perception. <ul><li>Absolute threshold- </li></ul><ul><li>Differential threshold- </li></ul><ul><li>Weber’s Law </li></ul><ul><li>A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different). </li></ul><ul><li>Subliminal perception </li></ul>
    7. 7. Gradual Changes in Brand Name Fall Below the J.N.D .
    8. 8. Betty Crocker Changes Fall Below the J.N.D .
    9. 9. Marketing Applications of the JND <ul><li>Need to determine the relevant j.n.d. for their products </li></ul><ul><ul><li>so that negative changes are not readily discernible to the public </li></ul></ul><ul><ul><li>so that product improvements are very apparent to consumers </li></ul></ul>
    10. 10. Subliminal Perception <ul><li>Perception of very weak or rapid stimuli received below the level of conscious awareness. </li></ul><ul><li>Is Subliminal Persuasion Effective? </li></ul>
    11. 11. Subliminal Embedding
    12. 12. Dynamics of Perception <ul><li>( PERCEPTUAL) SELECTION- </li></ul><ul><li>ORGANIZATION- </li></ul><ul><li>INTERPRETATION- </li></ul>
    13. 13. Perceptual Selection <ul><li>Depends on two major factors </li></ul><ul><ul><li>Consumers’ previous experience </li></ul></ul><ul><ul><li>Expectation </li></ul></ul><ul><ul><li>Consumers’ motives </li></ul></ul>
    14. 14. Unexpected Attracts Attention
    15. 15. Biases in perceptual process <ul><li>Gestalt </li></ul><ul><li>Psychology </li></ul><ul><li>Selective Exposure </li></ul><ul><li>Selective Attention </li></ul><ul><li>Perceptual Defense </li></ul><ul><li>Perceptual Blocking </li></ul>
    16. 16. Dynamics of perception. <ul><li>( PERCEPTUAL) SELECTION- </li></ul><ul><li>ORGANIZATION- </li></ul><ul><li>INTERPRETATION- </li></ul>
    17. 17. Perceptual Organization <ul><li>Figure and ground </li></ul><ul><li>Grouping - easy to remember when we associate </li></ul><ul><li>Closure </li></ul>
    18. 18. Figure And Ground <ul><li>Stimuli that contrast with their environment are more likely to be noticed. </li></ul>
    19. 19. INTERPRETATION- <ul><li>Influences of Perceptual Distortion </li></ul><ul><li>Physical Appearances </li></ul><ul><li>Stereotypes e.g Benetton adds </li></ul><ul><li>First Impressions </li></ul><ul><li>Jumping to Conclusions </li></ul><ul><li>Halo Effect </li></ul>
    20. 20. Conclusion <ul><li>People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives. </li></ul>
    21. 21. Issues In Consumer Imagery <ul><li>Product Positioning and Repositioning </li></ul><ul><li>Positioning of Services </li></ul><ul><li>Perceived Price </li></ul><ul><li>Perceived Quality </li></ul><ul><li>Retail Store Image </li></ul><ul><li>Manufacturer Image </li></ul><ul><li>Perceived Risk </li></ul>
    22. 22. Using Imagery
    23. 23. Perceptual Mapping <ul><li>A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands. </li></ul><ul><li>Pricing Strategies Focused on Perceived Value </li></ul><ul><li>Satisfaction-based Pricing </li></ul><ul><li>Relationship Pricing </li></ul><ul><li>Efficiency Pricing </li></ul>20% to 70% Off! Was $199 Now $99 Sale!
    24. 24. 112Tensile and Objective Price Claims <ul><li>Evaluations least favorable for ads stating the minimum discount level </li></ul><ul><li>Ads stating maximum discount levels are better than stating a range </li></ul>Save 10% or more Save upto 50%