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Perception
This document discusses consumer perception and related concepts from a marketing perspective. It is from Amity International Business School and covers topics like the definition of perception, the nature and elements of perception including sensation, thresholds, and subliminal perception. It also discusses the aspects of perception including selection, organization, and interpretation. Specifically, it describes principles of organization, perceptual distortions in interpretation, issues in consumer imagery like positioning and perceived quality, and techniques for positioning products.
Perception
- 1. Amity International BusinessSchool 1 AMITY INTERNATIONAL BUSINESS SCHOOL MBAIB/IMBA Semester IV CONSUMER BEHAVIOUR PERCEPTION KOKIL JAIN
- 2. Amity International BusinessSchool 2 Perception • The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world • How we see the world around us
- 3. Amity International BusinessSchool 3 The Nature of Perception • Exposure: when a stimulus comes within range of our sensory receptor nerves – Random vs. Deliberate • Attention: when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing – Low vs. High Involvement • Interpretation: the assignment of meaning to sensations – Low vs. High Involvement
- 4. Amity International BusinessSchool 4 Elements of Perception • Sensation • Absolute threshold • Differential threshold • Subliminal perception
- 5. Amity International BusinessSchool 5 Sensation • The immediate and direct response of the sensory organs to stimuli • Sensitivity to stimuli varies with the quality of an individuals sensory receptors • Sensation itself depends on energy change within the environment where the perception occurs (i.e. the differentiation of input) • As sensory input decreases , our ability to detect changes in input increases, to the point that we attain maximum sensitivity under conditions of minimal stimulation
- 6. Amity International BusinessSchool 6 The absolute threshold • The lowest level at which individual can experience a sensation is called the absolute threshold. • sensory adaptation-Under conditions of constant stimulation , the absolute threshold increases.
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- 9. Amity International BusinessSchool 9 Differential Threshold • Minimal difference that can be detected between two similar stimuli • Also known as the just noticeable difference (the j.n.d.)
- 10. Amity International BusinessSchool 10 Weber’s Law • The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus • Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
- 11. Amity International BusinessSchool 11 Marketing Applications of the J.N.D. • Marketers need to determine the relevant j.n.d. for their products – so that negative changes are not readily discernible to the public – so that product improvements are very apparent to consumers
- 12. Amity International BusinessSchool 12 STIMULUS CONSTANT (K) PITCH 0.003 LOUDNESS 0.10 SALTINESS 0.20
- 13. Amity International BusinessSchool 13 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
- 14. Amity International BusinessSchool 14 Subliminal Perception • Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.
- 15. Amity International BusinessSchool 15 Is Subliminal Persuasion Effective? • Extensive research has shown no evidence that subliminal advertising can cause behavior changes • Some evidence that subliminal stimuli may influence affective reactions
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- 17. Amity International BusinessSchool 17 Aspects of Perception Selection Organization Interpretation
- 18. Amity International BusinessSchool 18 Aspects of Perception Selection Organization Interpretation
- 19. Amity International BusinessSchool 19 Perceptual Selection • Consumers subconsciously are selective as to what they perceive. • Stimuli selected depends on two major factors – Consumers’ previous experience – Consumers’ motives • Selection depends on the – Nature of the stimulus – Expectations – Motives
- 20. Amity International BusinessSchool 20 Stimulus Factors • Size and Intensity – influence the probability of paying attention Larger stimuli are more likely to be noticed than a small one SIZE NO. OF RESPON SES SPREAD 107 1 PAGE 76 TWO THIRDS PAGE 68 ONE HALF PAGE 56 ONE THIRD PAGE 47
- 21. Amity International BusinessSchool 21 • INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE
- 22. Amity International BusinessSchool 22 • Color and Movement – serve to attract attention
- 23. Amity International BusinessSchool 23 Position – • Placement of the object in a person’s visual field
- 24. Amity International BusinessSchool 24 Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Consumers seek out messages which: – Are pleasant – They can sympathize – Reassure them of good purchases Concepts
- 25. Amity International BusinessSchool 25 Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Heightened awareness when stimuli meet their needs • Consumers prefer different messages and medium Concepts
- 26. Amity International BusinessSchool 26 Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Screening out of stimuli which are threatening Concepts
- 27. Amity International BusinessSchool 27 Perceptual Selection • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking • Consumers avoid being bombarded by: – Tuning out – TiVo Concepts
- 28. Amity International BusinessSchool 28 Aspects of Perception Selection Organization Interpretation
- 29. Amity International BusinessSchool 29 Organization • Figure and ground • Grouping • Closure • People tend to organize perceptions into figure-and-ground relationships. • The ground is usually hazy. • Marketers usually design so the figure is the noticed stimuli. Principles
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- 33. Amity International BusinessSchool 33 Organization • Figure and ground • Grouping • Closure • People group stimuli to form a unified impression or concept. • Grouping helps memory and recall. Principles
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- 36. Amity International BusinessSchool 36 Organization • Figure and ground • Grouping • Closure • People have a need for closure and organize perceptions to form a complete picture. • Will often fill in missing pieces • Incomplete messages remembered more than complete Principles
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- 38. Amity International BusinessSchool 38 Aspects of Perception Selection Organization Interpretation
- 39. Amity International BusinessSchool 39 Interpretation • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect • Positive attributes of people they know to those who resemble them • Important for model selection • Attractive models are more persuasive for some products Perceptual Distortion
- 40. Amity International BusinessSchool 40 Interpretation • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect • People hold meanings related to stimuli • Stereotypes influence how stimuli are perceived Perceptual Distortion
- 41. Amity International BusinessSchool 41 Interpretation • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect • First impressions are lasting • The perceiver is trying to determine which stimuli are relevant, important, or predictive Perceptual Distortion
- 42. Amity International BusinessSchool 42 Interpretation • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect • People tend not to listen to all the information before making conclusion • Important to put persuasive arguments first in advertising Perceptual Distortion
- 43. Amity International BusinessSchool 43 Interpretation • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect • Consumers perceive and evaluate multiple objects based on just one dimension • Used in licensing of names • Important with spokesperson choice Perceptual Distortion
- 44. Amity International BusinessSchool 44 Issues in Consumer Imagery • Product Positioning and Repositioning • Positioning of Services • Perceived Price • Perceived Quality • Retail Store Image • Manufacturer Image • Perceived Risk
- 45. Amity International BusinessSchool 45 Positioning • Establishing a specific image for a brand in the consumer’s mind • Product is positioned in relation to competing brands • Conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need • Result of successful positioning is a distinctive, positive brand image
- 46. Amity International BusinessSchool 46 Positioning Techniques • Umbrella Positioning • Positioning against Competition • Positioning Based on a Specific Benefit • Finding an “Unowned” Position • Filling Several Positions • Repositioning
- 47. Amity International BusinessSchool 49 Perceived Quality • Perceived Quality of Products – Intrinsic vs. Extrinsic Cues • Perceived Quality of Services • Price/Quality Relationship
- 48. Amity International BusinessSchool 50 Perceived Quality of Services • Difficult due to characteristics of services – Intangible – Variable – Perishable – Simultaneously Produced and Consumed • SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service
- 49. Amity International BusinessSchool 51 Price/Quality Relationship • The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)