3Perception5-Copyright © 2015 Pearson Education, Inc. .docx

3
Perception
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Copyright © 2015 Pearson Education, Inc. publishing as
Prentice Hall
CONSUMER BEHAVIOR, 12e
Michael R. Solomon
Learning Objectives
The design of a product today is a key driver of its success or
failure.
Products and commercial messages often appeal to our senses,
but we won’t be influenced by most of them.

Perception is a three-stage process that translates raw stimuli
into meaning.
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Learning Objectives (Cont.)
Subliminal advertising is a controversial—but largely
ineffective—way to talk to consumers.
We interpret the stimuli to which we do pay attention according
to learned patterns and expectations.
The field of semiotics helps us to understand how marketers use
symbols to create meaning.

Learning Objective 1
The design of a product is now a key driver of its success or
failure.
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Hedonic consumption
Sensation and Perception
Sensation refers to the immediate response of our sensory
receptors (eyes, ears, nose, mouth, fingers, skin) to basic
stimuli such as light, color, sound, odor, and texture.
Perception is the process by which people select, organize, and
interpret these sensations. The study of perception, then,
focuses on what we add to these raw sensations in order to give

them meaning.
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Sensory Systems
Vision
Scent
Sound
Touch
Taste

Sensory Marketing
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Companies think carefully about the impact of sensations on our
product experiences.
Vision
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Trade dress

Color forecasts
Marketers communicate meaning on a visual channel using a
product’s color, size, and styling.
Gender, age, culture
Colors
Culture and colors
Marketing and colors
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Vision
Table 3.1 Marketing Applications of
ColorsColorAssociationsMarketing
ApplicationsYellowOptimistic and youthful Used to grab
window shoppers’ attention Red Energy Often seen in clearance
sales Blue Trust and securityBanksGreen Wealth Used to create
relaxation in stores Orange Aggressive Call to action: subscribe,
buy or sell Black Powerful and sleek Luxury products
PurpleSoothingBeauty or anti-aging products
Source: Adapted from Leo Widrich, “Why Is Facebook Blue?
The Science Behind Colors in Marketing,” Fast Company (May
6, 2013), fastcompany.com accessed February 23, 2015.
Scent
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.
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Products and commercial messages often appeal to our senses,
but because of the profusion of these messages, most won’t
influence us.
Key Concepts in Use of Sound
Audio watermarking
Sound symbolism
Hard consonant like a K (Kellogg’s) or P (Pepsi)

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Key Concepts in the Use of Touch
Touch matters.
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Taste
Flavor houses
Electronic tongue
Cultural factors and taste
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into meaning.
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Sensation and Perception
Perception is the process by which sensations are selected,
organized, and interpreted.
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Figure 5.1 Perceptual Process
We receive external

stimuli through
our five senses
Stage 1: Key Concepts in Exposure
Sensory threshold
Psychophysics
Absolute threshold
Differential threshold
JND (Just noticeable difference)
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The Pepsi Logo Evolves

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Learning Objective
Subliminal advertising is a controversial but largely ineffective
way to talk to consumers
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Subliminal advertising
Subliminal perception refers to a stimulus below the level of the
consumer’s awareness.
Some research by clinical psychologists suggests that
subliminal messages can influence people under very specific
conditions, though it is doubtful that these techniques would be
of much use in most marketing contexts.
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Subliminal Techniques
Embeds: figures that are inserted into magazine advertising by
using high-speed photography or airbrushing.
Subliminal auditory perception: sounds, music, or voice text
inserted into advertising.

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
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MultiTasking

Multitaskers have more trouble focusing, and they experience
more stress
More efficient
Technology is rewiring our brains
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Golden Triangle
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How Do Marketers Get Attention?
Personal Selection
Experience
Perceptual filters
Perceptual vigilance
Perceptual defense
Adaptation
Stimulus Selection
Contrast
Size
Color
Position
Novelty
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Factors Leading to Adaptation
Intensity
Duration
Discrimination
Exposure
Relevance
Adaptation is the degree to which consumers continue to notice
a stimulus over time
We interpret the stimuli to which we do pay attention according
to learned patterns and expectations.
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Interpretation
Interpretation refers to the meaning we assign to sensory
stimuli, which is based on a schema
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't
mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt
tihng is taht the frist and lsat ltteer be at the rghit pclae. Tihs is
bcuseae the huamn mnid deos not raed ervey lteter by istlef, but
the wrod as a wlohe.
Perceptual Organization

The field of semiotics helps us to understand how marketers use
symbols to create meaning
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To help them understand how consumers interpret the meanings
of symbols, some marketers turn to semiotics. Semiotics is the
study of correspondence between signs and symbols and their
roles in how we assign meanings. This figure illustrates the
meaning of the three semiotic parts of a marketing message: 1)
the object, 2) the sign, and 3) the interpretant. For Marlboro

cigarettes, the cigarettes are the product. The symbol is the
cowboy which can be interpreted to mean rugged American.
What is the relationship between signs and marketing
communications? Why do certain symbols and icons work more
effectively in reaching consumers than others?
Semiotics: The study of signs and symbols as elements of
communicative behavior. This also includes the analysis of the
systems of communication, as language, gestures, or clothing.
Hyperreality
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Augmented Reality
Refers to media that superimpose one or more digital layers of
data, images, or video over a physical object.
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Examples of Brand PositioningLifestyleGrey Poupon is “high
class”Price leadershipSouthwest Airlines is “no
frills”AttributesBounty is “quicker picker upper”Product
classMazda Miata is sporty
convertibleCompetitorsNorthwestern Insurance is the quiet
companyOccasionsUse Wrigley’s gum when you can’t
smokeUsersLevi’s Dockers targeted to young menQualityAt
Ford, “Quality is Job 1”

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Chapter Summary
The design of a product affects our perception of it.
Products and messages may appeal to our senses.
into meaning.
Subliminal advertising is controversial.
We interpret stimuli using learned patterns.
Marketers use symbols to create meaning.
We’ve covered several key concepts in this chapter including
perception, our perception is affected by our senses, subliminal
advertising, and the factors which affect how we process
symbols.
Consumer Behavior: Buying, Having, and Being
Twelfth Edition
Chapter 1
Buying, Having, and Being: An Introduction to Consumer

Behavior
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All
Rights Reserved.
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equations, you may need to check that your computer has the
following installed:
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This chapter defines the scope of international business and
introduces us to some of its most important topics.
Learning Objectives (1 of 2)
1.1 Consumer behavior is a process.
1.2 Marketers have to understand the wants and needs of
different consumer segments.
1.3 Our choices as consumers relate in powerful ways to the rest
of our lives.
1.4 Our motivations to consume are complex and varied.
1.5 Technology and culture create a new “always on” consumer.
1.6 Many different types of specialists study consumer
behavior.
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Learning Objective 1.1
Consumer behavior is a process.
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In the early stages of development, researchers referred to the
field as buyer behavior. Marketers now recognize that consumer
behavior is an ongoing process, not merely what happens at one
point in the transaction cycle. We call the transaction of value
between two or more an exchange. It’s an integral part of
marketing but consumer behavior recognizes that the entire
consumption process is relevant for marketers. Figure 1.1
illustrates these issues.
Consumer behavior is the study of the processes involved when
individuals or groups select, purchase, use, or dispose of
products, services, ideas, or experiences to satisfy needs and
desires. A consumer may purchase, use, and dispose of a
product, but different people may perform these functions. In
addition, we can think of consumers as role players who need
different products to help them play their various parts.
What Is Consumer Behavior?
The study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires.
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Figure 1.1
Stages in the Consumption Process
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Marketers have to understand the wants and needs of different
consumer segments.
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Markets & STP
Definitions
Market – people with means, authority, and desire to satisfy
their needs and wants (MAD people)
Market segment – smaller markets with similarities on some
dimension(s)
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Market Opportunity Analysis
Identify segmentation bases (S)
Determine market segments (S)
Determine needs/wants of market segments (S/T)
Develop measures of segment attractiveness (T)
Select target segments (T)
Develop product position for each target (P)
Develop marketing mix for each target (P)
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Market Segmentation
Definition
Process of identifying smaller markets that exist within a larger
market
Why segment?
Ease to identify and satisfy needs and wants for segments (than
all customers)
More efficient to “reach” a narrow segment than all consumers
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Segmenting Consumers: Demographics
Demographics:
Age
Gender
Family structure
Social class/income
Race/ethnicity
Geography

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What is the segmentation criteria here?
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Psychographic segmentation – targeting those who are “active”
Targeting
Definition – directing marketing efforts to meeting the needs of
one or more market segments (i.e., target markets)
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Market coverage options
Undifferentiated marketing – treat all segments the same
Differentiated marketing – different mixes offered to different
segments
Market concentration – focus on one segment

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Pre exercise for next session
Using VALS provides marketers with:
A fresh perspective by effectively "putting them inside the
head" of their customers
Rich, customized, consumer profiles or personas
Distinctive communication styles of their best targets.
http://strategicbusinessinsights.com/vals/presurvey.shtml
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Good marketing is inspired by good insights. Good insights
about customers come from more than just product or service
category or brand behavior—and from more than just
demographics.
Big Data
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The collection and analysis of extremely large datasets is called
Big Data.
Database Marketing
Relationship Marketing
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Our choices as consumers relate in powerful ways to the rest of
our lives.
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Marketing influences popular culture and popular culture
influences marketing.
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Popular Culture
Music
Movies
Sports
Books
Celebrities
Entertainment
Marketers influence preferences for movie and music heroes,
fashions, food, and decorating choices.
Popular culture—the music, movies, sports, books, celebrities,
and other forms of entertainment that the mass market produces
and consumes—is both a product of and an inspiration for
marketers.
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Consumer-Brand Relationships

Self-concept attachment
Nostalgic attachment
Interdependence
Love
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We find that consumers may develop relationships with brands
over time. The slide lists some of the types of relationships we
may see between consumers and their brands.
Self-concept attachment means that the product helps to
establish the user’s identity. This was one of our early points in
this chapter.
Nostalgic attachment means the product serves as a link to the
consumer’s past.
Interdependence means that the product is a part of the user’s
daily routine.
Love means that the product elicits emotional bonds of warmth,
passion, or other strong emotion.
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Our motivations to consume are complex and varied.
Many products help to define our identities. Are you what you
drive?

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People often buy products not for what they do but for what
they mean. Products play an extended role in our lives.
Motivation refers to the processes that lead people to behave as
they do. It occurs when a need is aroused that the consumer
wishes to satisfy.
This fascination with a creepy little candy chick illustrates one
of the fundamental premises of the modern field of consumer
behavior: People often buy products not for what they do but for
what they mean. This principle does not imply that a product’s
basic function is unimportant, but rather that the roles products
play in our lives extend well beyond the tasks they perform.
Peeps are marshmallow candies, sold in the United States and
Canada, that are shaped into chicks, bunnies, and other animals.
There are also different shapes used for various holidays. They
have no nutritional value.
Motivation and Goals
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Motivation refers to the processes that lead people to behave as
they do. It occurs when a need is aroused that the consumer
wishes to satisfy.
Needs:
utilitarian (i.e., a desire to achieve some functional or practical
benefit)
hedonic (i.e., an experiential need, involving emotional
responses or fantasies).

Goal The desired end state is the consumer’s . Marketers try to
create products and services to provide the desired benefits and
help the consumer to reduce this tension.
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Technology and culture create a new “always on” consumer.
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Social Media facts
It took radio 38 years to reach 50 million listeners. TV took 13
years to reach 50 million users. The Internet took 4 years to
reach 50 million people. In less than 9 months, Facebook added
100 million users.
About 70 percent of Facebook users are outside the United
States.
Social networks have overtaken porn as the number-one online
activity.
One out of eight couples that married last year met on a social
media site.
80 percent of companies use LinkedIn as their primary
recruiting tool.

25 percent of search results for the world’s top 10 brands are to
user-generated content.
People share more than 1.5 billion pieces of content on
Facebook—every day.
80 percent of Twitter usage is from mobile devices, and 17
percent of users have tweeted while on the toilet.
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Chapter Summary
Consumer behavior is a process.
Marketers have to understand the wants and needs of different
consumer segments.
Our choices as consumers relate in powerful ways to the rest of
our lives.
Our motivations to consume are complex and varied.
Technology and culture create a new “always on” consumer.
Many different types of specialists study consumer behavior.
There are differing perspectives regarding how and what we
should understand about consumer behavior.
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