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<ul><li>PERCEPTION </li></ul><ul><li>MAMTA MOHAN </li></ul>
Perception <ul><li>How we see the world around us </li></ul><ul><li>Consumer as a perceiver- </li></ul><ul><li>The objecti...
Factors that  Shape  Perception <ul><li>Elements of perception </li></ul><ul><li>Sensation - The immediate and direct resp...
Increased Sensory Input
Apple Computer’s competitive positioning
Factors that shape Perception.  <ul><li>Absolute threshold- </li></ul><ul><li>Differential threshold- </li></ul><ul><li>We...
Gradual Changes in Brand Name Fall Below the J.N.D .
Betty Crocker Changes Fall Below the J.N.D .
Marketing Applications  of the JND <ul><li>Need to determine the relevant j.n.d. for their products </li></ul><ul><ul><li>...
Subliminal Perception <ul><li>Perception of very weak or rapid stimuli received below the level of conscious awareness. </...
Subliminal Embedding
Dynamics of Perception  <ul><li>( PERCEPTUAL) SELECTION- </li></ul><ul><li>ORGANIZATION- </li></ul><ul><li>INTERPRETATION-...
Perceptual Selection <ul><li>Depends on two major factors </li></ul><ul><ul><li>Consumers’ previous experience  </li></ul>...
Unexpected Attracts Attention
Biases in perceptual process <ul><li>Gestalt  </li></ul><ul><li>Psychology </li></ul><ul><li>Selective Exposure </li></ul>...
Dynamics of perception. <ul><li>( PERCEPTUAL) SELECTION- </li></ul><ul><li>ORGANIZATION- </li></ul><ul><li>INTERPRETATION-...
Perceptual Organization <ul><li>Figure and ground </li></ul><ul><li>Grouping - easy to remember when we associate  </li></...
Figure And Ground <ul><li>Stimuli that contrast with their environment are more likely to be noticed. </li></ul>
INTERPRETATION- <ul><li>Influences of Perceptual Distortion </li></ul><ul><li>Physical Appearances </li></ul><ul><li>Stere...
Conclusion <ul><li>People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expect...
Issues In Consumer Imagery <ul><li>Product Positioning and Repositioning </li></ul><ul><li>Positioning of Services </li></...
Using Imagery
Perceptual Mapping <ul><li>A research technique that enables marketers to plot graphically consumers’ perceptions concerni...
112Tensile and Objective  Price Claims <ul><li>Evaluations least favorable for ads stating the minimum discount level </li...
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Perception Edited Version

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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%

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