Sensation occurs when sensory receptors receive stimuli, while perception is the process of interpreting those sensations. Marketers use sensory marketing by appealing to the senses of sight, sound, smell, touch, and taste to influence consumer perception. Some techniques include using bright colors to attract visual attention, playing certain music styles to stimulate or relax shoppers, and developing new food flavors. Proper use of sensory cues can create positive product perceptions that influence consumer behavior.
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
Exposure, Attention and Interpretation -Consumer Behavior
Exposure provides consumers with the opportunity to pay attention to available information but in no way guarantees it.
Exposure
Kinds of Exposure
Examples of exposure
Attention
Kinds of Attention
Examples of Attention
Interpretation
Kinds of Interpretation
Examples of Interpretation
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
Exposure, Attention and Interpretation -Consumer Behavior
Exposure provides consumers with the opportunity to pay attention to available information but in no way guarantees it.
Exposure
Kinds of Exposure
Examples of exposure
Attention
Kinds of Attention
Examples of Attention
Interpretation
Kinds of Interpretation
Examples of Interpretation
PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you interested in this presentation I am more than happy to send the actual version to anyone.
PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you interested in this presentation I am more than happy to send the actual version to anyone.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
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Explore how micro-credentials are transforming Technical and Vocational Education and Training (TVET) with this comprehensive slide deck. Discover what micro-credentials are, their importance in TVET, the advantages they offer, and the insights from industry experts. Additionally, learn about the top software applications available for creating and managing micro-credentials. This presentation also includes valuable resources and a discussion on the future of these specialised certifications.
For more detailed information on delivering micro-credentials in TVET, visit this https://tvettrainer.com/delivering-micro-credentials-in-tvet/
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
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1. Chapter 2 Perception
Sensation
The immediate response of our sensory receptors (eyes, ears, nose, mouth & fingers) to the basic
stimuli such as light, color, sound, odor & texture.
Perception
The process by which people select, organize & interpret these sensation.
Sensory stimuli Sensory Receptiors
Sight Eyes
Sounds Ears
Smells Nose Exposure Attention Interpretation
Taste Mouth
Textures Skin
Perception
Sensation
Exposure
When a stimulus comes within the range of someone‟s sensory receptors OR Maximum & minimum
level of sense called exposure e.g. A normal human being see anything the angel 180 degree & hear
any voice 20 MHz to 20,000 MHz .
Attention
Focus of the process.
Interpretation
Assign the meanings.
Hedonic Consumption
The multisensory, fantasy & emotional aspects of consumer‟s interactions with products.
Sensory Marketing
It is new area of marketing where companies pay extra attention to impact of sensation on product
experience. OR Marketing strategies that focus on the impact of sensation on our product experience.
Vision
Smell
Sensory
Hearing
Mraketing
Touch
Taste
1)Vision
Marketers communicate meanings on the visual channel through a product‟s color, size & styling.
1 Consumer Behavior| Zeeshan Tufail
2. Chapter 2 Perception
Trade Dress Some color combinations come to be strongly associated with a corporation that they
become known as company‟s trade dress.
Red color creates feeling of arousal & stimulate appetite.
Blue color creates more relaxing feelings.
Black color is the sign of mourning.
Research suggest that females see color better than males do & men are 16 times more likely to be color
blind.
Scientist & Philosophers talking about the color meanings since the time of Socrates in 5th century B.C.
& Sir Isaac Newton’s observation.
2) Smell
Scent Marketing This form of sensory Marketing is taking interesting turns as manufacturers find new
ways to put scents into products, including men‟s suits, detergents & aircrafts cabins.
3) Hearing
Functional Music such music that is played in stores, shopping malls & offices to either relax or
stimulate consumers.
Stimulus Progression Research shows that workers tend to slow down during midmorning &
midafternoon so Muzak Corporation uses a system that increase the tempo during those slack times &
with the help of this system reduction in absenteeism among factory workers this system is known as
Stimulus Progression.
4) Touch
Haptic(touch) Sense It appears to moderate relationship between product experience & judgment
confidence, conforming the commonsense notion that we‟re more sure about what we perceive when
we can touch it.
Kansei Engineering A philosophy that translates customer‟s feelings into design elements.
5) Taste
Flavor House Our taste receptors obviously contribute to our experience of many products so they
keep busy developing new concoctions to please the changing palates of consumers.
Exposure Subliminal
Perception
(Within the (Outside the
range) range)
2 Consumer Behavior| Zeeshan Tufail
3. Chapter 2 Perception
1) Exposure
When a stimulus comes within the range of someone‟s sensory receptors.
1.1) Sensory Thresholds(Boundaries)It means the boundaries of sensory, mean define the range of
sensory e.g. A normal human being hear any voice 20 MHz to 20,000 MHz.It is the boundary of any
normal human being ears that he can hear the sound minimum 20 MHz & maximum 20,000 MHz if
sound is less than 20 MHz & more than 20,000 MHz it is out of the boundary we can‟t hear this sound.
1.2) Absolute Threshold When we define the lowestminimum intensity of stimulus that can be
registered on a sensory channel e.g. any normal human being ears that he can hear the sound
minimum 20 MHz we speak of it is Absolute Threshold.
1.3) Just Noticeable Difference(J.N.D)The minimum difference we can detect b/w two stimuli is the
Just Noticeable Difference(J.N.D).It is the point where we just notice in problem e.g. we are reading, at
one stage we feel thrust but we ignore it & busy in reading we can see that during reading we can face
a problem what problem?? when we notice it we relay our body feel thrust.This is the initial point of
the our problem(thrust).
1.4) The Differentiate Threshold Ability of a sensory system to detect changes or differences between
two stimuli.
1.5) Weber’s Law This law is presented by a Psychophysicist named by Ernst Weber Ford in 9th
Century.
K= i/I
K=A constant (That can varies across the sense)
I=Change in intensity of stimulus required to produce a j.n.d.
I= Intensity of stimulus where changes occurs.
Note If minimum difference is 20% then we can say that it is Differentiate Threshold.
Subliminal Perception Another word for threshold is Limen(just remember of Sprite) When a stimulus
out of the range of someone‟s sensory receptors or consumers awareness.
Subliminal techniques
Embeds These are tiny figures that are inserted into magazines advertising by using high-speed
photography or airbrushing. These hidden figures usually a sexual nature, supposedly exert strong but
unconscious influences on innocent readers.
3 Consumer Behavior| Zeeshan Tufail
4. Chapter 2 Perception
Subliminal Problems
1) Individual Difference
2) Distance & Position
3) Absolute Attention
4) General
Attention
A) Personal Selection Factor (P.S.F)
B) Stimulus Selection Factor (S.S.F)
A) Personal Selection Factor (P.S.F)
1) Experience The result of acquiring & processing stimulation over time OR Combination of errors.
Perceptual Filter The process of eliminating /filtering the bad experience products from consideration
(features of any product) list. OR It is based on our past experiences influence what we decided to
process.
2) Perceptual Vigilance (Active) Such factors that consumer likely to be aware of stimuli that relate to
their current need. A customer who rarely notices car ads will become very much aware of them when
he/she is in the market of new car.
3) Perceptual defense This is the flip side of perceptual vigilance, it means that people see what they
want to see---and what they don‟t want to see.
Adoption The degree to which consumers continue to notice a stimulus over time.This process occurs
when consumers no longer pay attention to a stimulus because it is so familiar OR The process of
habituate.
Factors lead to adaptors
1) Intensity Light color & soft sounds habituate due to less sensory impact on the other hand dark
color not easily habituate due to strong sensory e.g. in billboards usually used dark colors so that
they can‟t easily habituate.
2) Duration Time period/Attention span of habituate any product.
Less Time Less time of Time period/Attention span.
More Time Moderate Time period/Attention span.
Much More Time Late Time period/Attention span.
3)Discrimination(Prominent, Unique) Simple stimuli habituate because they don‟t require attention
to detail OR Different from routine work e.g. Sprite ads it is near to the reality & unique from there
competitors.
4) Exposure Frequently encountered stimuli habituate as the rate of exposure increase.
5) Relevance
Current need relevant Late habituate
Current need not relevant Early habituate
4 Consumer Behavior| Zeeshan Tufail
5. Chapter 2 Perception
Stimulus Selection Factors
1) Size Bigger is better because
Large billboard More attention
Small billboard Less attention
2) Color is a powerful way to draw attention to a product or to give it a distinct identity. See page 2 for
more detail about color.
3) Position In stores products displayed in front at eye level & in news paper front page advertisement
& left & right side of pages in Urdu & English magazines as well as during watching drama in break if
1st ads is interesting all these are late habituate and win to pay attention.
4) Novelty It means fantasy.Stimuli that appear in unexpected ways or places there will be less
competition attention.These places are back of shopping carts, walls of tunnels, floor of sports
stadiums and even of public restrooms.
Interpretation
Process of assigning meaning on the base of stimulus.
1) Schema The meaning we assign to a stimulus on the base of knowledge, personality, thought,
background & feelings OR An organized collection of beliefs & feelings represented in a cognative
category.
2) Priming Properties of a stimulus that evoke a schema that leads us to compare the stimulus to other
similar ones we encountered in the past.
Stimulus organization
Gestalt It is a German word mean whole, pattern or configuration and we summarize this term as “the
whole is greater than the sum of parts.” OR Whenever we don‟t completely know about something we
don‟t assign meaning about it.
Gestalt principles
1) Closure Principle when we see any incomplete things we try to complete it. Marketers deliberately
do this so that they pay attention of the consumers.
2) Principle of Similarity Try to linked the same things e.g. Green color is adopted by the Superior
Groups of College when we see green color our mind directly linked it with Superior due to green
color.
3) Figure –ground Principle It is states that one part of the stimuli will dominate (figure) & the other
parts recede into the background (the ground)
Background Dull
4 ground(Logo, brand,….) Prominent
The eye of the Beholder
It is a process of “seeing what you want to see”
Semiotics
Science of symbols mean how we convey our message by using signs….
Stimuli=Text + Symbols (Signs)
5 Consumer Behavior| Zeeshan Tufail
6. Chapter 2 Perception
Three basic components of Semiotics
1) Object It is a semiotics term, is the product that is focus of the image e.g. Lux soap.
2) Sign Sensory image that represent the intended meaning of the object e.g. Iman Ali in Lux ads.
3) Interpretant The meaning that derived from sign or symbol e.g. in Lux ads interpretant is Beauty.
Signs are related to objects in 3 ways
Icon It is a sign that resembles the product in some way.
Index It is sign that is connected to a product because they share some property.
Symbols It is sign that is related to a product through either conventional or agreed association.
Hyperreality The process of create initially simulation/artificial personality then become a part of real
life.
Perceptual positioning
Perceptual Map A vivid way to paint a picture of where products or brands are located in consumer‟s
mind.
Positioning Strategies An organization „s strategies that use of elements in the marketing mix to
influence the consumer‟s interpretation of a product‟s.
1) Lifestyle(Only uses branded products e.g. Blackberry, Nikon …)
2) Price leadership(Provide maximum value within minimum price e.g. Gourment Bakery..)
3) Attributes(Quality, Style, Feature & Design)
4) Product class(Food items & non-food items are two class & each class further divided into sub
classes)
5) Competitors
6) Occasions(Pepsi in Cricket World Cup, Coca Cola in Basant)
7) Users
8) Quality
6 Consumer Behavior| Zeeshan Tufail