The document discusses consumer perception and the perception process. It describes perception as how individuals select, organize, and interpret stimuli to form a meaningful understanding of the world. The perception process involves sensation, where the senses directly respond to stimuli, and perception, where sensations are selected, organized, and interpreted. It outlines several dynamics of perception, including the absolute threshold which is the lowest level at which a sensation can be detected, and the differential threshold which is the minimum difference between two stimuli needed to detect a change. It also discusses subliminal perception of weak stimuli and selective perception in how people selectively pay attention to messages.

1. Consumer Perception
Presented By:
Sujan Koirala

2. “ WE DON’T SEE THINGS
AS THEY
“WE DON’T SEE THINGS AS THEY ARE, WE
SEE THINGS AS WE ARE”
ARE, WESEE THINGS AS
WE ARE.”

3. Perception
• The process by which an individual selects, organizes,
and interprets stimuli into a meaningful and coherent
picture of the world
• Perception is how we see the world around us

4. An Overview of the Perception Process

5. Sensation
• Sensation – immediate and
direct response of the sensory
organs to stimuli
• Stimulus – any unit of input
to any of the senses
• Sensory receptors – Eyes,
Ears, Nose, Mouth and Skin

6. Sensation and Perception
• Sensation is the immediate response
of our sensory receptors (eyes, ears,
nose, mouth, and fingers) to basic
stimuli (light, color, sound, odor, and
texture)
• Perception is the process by which
sensations are selected, organized,
and interpreted

7. Dynamics of Perception
The Absolute
Threshold
The
Differential
Threshold
The
Subliminal
Perception
Perceptual
Selection,
Organization,
Interpretation

8. The Absolute Threshold
• Lowest level at which an individual can experience a sensation.
• Detecting difference between “something and nothing”
• Sensory Adaptation: Getting used to senses.
People who live by busy roads typically don't even notice that there
is the sound of constant traffic outside their window
A piece of jewelry such as a bracelet, initially you will notice the feel
of it on your skin. Within minutes, sensory adaptation comes into
play and you no longer notice the feeling of the bracelet on your wrist.

9. Differential Threshold
• The ability of a sensory system to detect changes or differences between
two stimuli
• Minimum difference between two stimuli is the j.n.d. (just noticeable
difference)
• Marketing Applications:
– Negative changes are not readily seen (price rise, reduce in quantity)
– Positive changes are clearly seen.

10. Differential Threshold
Example: packaging updates must be subtle enough over time to keep current
customers

12. 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.
• Nokia Lumia Mobile Phone with
Shah Rukh Khan in Chennai Express
• All Tata cars in Singham returns
• MRF Tiers in Indian Movies

13. Selective Perception
Selective exposure:-
• People look for pleasant and sympathetic messages and
avoid painful or threatening ones.
Selective attention:-
• People look into ads which will satisfy their need.
Perceptual Defense:-
• People avoid psychologically threatening ones. Hence
constantly change the ad nature. [Smoking – warning with
words, and now with images]

14. 16

19. Thank You!
Any Questions?