This article is a literature review for the course Inside the customer's mind, which briefly covers the theory and concepts of how Branding impacts consumer decision making based on their self concepts

1. Coursework Header Sheet
221067-57
Course MARK1215: Insidethe Customer's Mind Course School/Level B/PG
Coursework Literature Review Assessment Weight 30.00%
Tutor KH Phairor Submission Deadline 20/11/2014
Courseworkisreceiptedon the understandingthatitisthe student'sownworkandthat it hasnot, in
whole orpart, beenpresentedelsewhereforassessment.Where material hasbeenusedfromother
sourcesithas beenproperlyacknowledgedinaccordance withthe University'sRegulationsregarding
CheatingandPlagiarism.
000846464
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IMPACT OF BRANDING ON
CONSUMER PERCEPTION
ID#000846464
NOVEMBER 19, 2014

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Contents
1. Introduction.............................................................................................................................04
2. Consumer Perception...............................................................................................................04
3 The Self Concept........................................................................................................................07
4. Packaging and slogans (Brand elements)...................................................................................08
5. Consumer decision making.......................................................................................................09
6. Conclusion................................................................................................................................10
7. References……………………………………………………………………………………………………………………………… 11

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Introduction
(Lombard2007) statesin hispaperthat brandingisnot a new ideaandhas beenused whichlaterbythe
passage of time evolvedtosymbolize the markitself fromthe actof markingsomethingwithfire. In
contrast to moderntimes, Karadeniz(2010) statesthat, a brand doesnotreflectthe firm’sname,logo,
color,packagingor etc. butrather itreflectsthe qualityof the firm’sproduct. Farhana(2012) mentions
that our dailylife issurroundedbythe wordbrandand isa veryessential partfromthe startingof our
day bya brandedtoothpaste andfinishit usingbrandeddurable andnon-durable goodsandservices.If
give a thought,we are totallysurroundedwithbrandsinall momentsinourlife,fromourbasicto higher
level needs.
Accordingto Lombard(2007) consumersare requiredtoorganize theirknowledgeaboutproductswhich
helpthemclarifytheirdecisionmakingandgive valuetothe organization. Webster&Keller(2004)
mentionedthatabrand can be takenas a psychological phenomenon,whilepreviouslyabrandwas just
recognizedbyaname symbol orlogo, whichdifferentiatesone’sservicesfromothercompetitors
throughpersonal experiences,commercial communicationsandothermeans.Additionallythe powerof
brandsresidesinsidethe consumer’smind,perception,thought,feeling,belief,attitude andbehavior. In
contrast, Koller(2003) citedby Lombard(2007) statesthat it isnecessarytoteach the consumersabout
the product usingthe brandelementssothattheycan identifyanddistinguishthemeasilyinthe
market,as he furtheraddedthatbrandinginvolvesthe processof creatingmental structuresthathelp
consumerstoorganize theirknowledge aboutthe brandina waythat helpthemtake bestdecisions.
SimilarlyKeller(2003) citedby Leone etal. (2006) definedcustomerbasedbrandequityasa derivative
effectthatconsumerknowledge aboutabrand has theirresponse tomarketingpromotionsand
activitiesforthatbrand,whichconvinces Leone etal. (2006) to believethatitisall associatedwith past
experience, images, thoughtsandasmentionedpreviously,andhe furtherconcludedthatinformation
like these canbe linkedtothe brandand associatedwiththe consumermemory.Asalsofavoredby
(Farhana,2012) that creatingbrand awarenessisacrucial steptoachieve the rightbrandidentitywhich
linkswiththe brand,itslogo,itssymbol andetc. whichis the powerof brandingthat children’s who
cannot readand recognize the goldenarchesof MC Donald’s andcorrespondtothe brand (Savardand
Gallagher,2011 citedby Farhana2012).
However,all of the above informationisunnecessaryunlessthere isnobrandpositioningstrategy,to
whichBettman(2014) explainedthatbrandpositioningisanimportantaspectinthe productcategory
to differentiatethe similarityanddissimilarityof the brandthatis to be perceivedinthe equivalence of
otherbrands. Therefore Young(2011) mentionedthatapplyingperceptualmapsisthe bestwayof
positioningstrategiesanddeterminingwhere doyoustandinthe marketand gaininsightsaboutthe
consumers.Hence the aimof thisresearchisto cover the perceptionsof consumersandhow the major
elementsof brandsaffectorimpactontheirpurchase decisions,and the SELFfactors consumerstake
intoconsiderationwhile searchingfor aproduct,and importantlythe consumer’sdecisionmaking
factors pre and postpurchase evaluations andalsoconsumer’sshoppingbuyingandevaluationfactors.
Consumer Perception
Batra and Ray (1986) citedby Edell (2014) statesthat consumersjudgmentof goodsandservicesare
mostof the time basedonthe assessmentof the attributesandalternativeoffers. Although, Setsetal.
(2014) statesthat consumertake onlya small portionof the available alternativeswhenmaking
decisions. IncontrastFriedmann&Zimmer(2014) mentionedthatsearchingforinformation islargelya

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perceptual process whichinvolves widelydistributedcognitive activities.He furtherelaboratedthat
promotional informationreachconsumerthroughacomplex sensoryreceptorsassome formof sensory
stimulationwhichcarriesinformationinsome formof messages. HoweverChisnall (1994) the second
part ina more clearperspective thatsensorydataisat the core of perceptionwhichthenturnasa
primaryrole inthe cognitive andthinkingprocess, furthermorebecause of unpredictedevents,unusual
and expectedobjectsthese sensesare stimulatedinourdailyroutine life,Inshortperceptionhasbeen
explainedtodetectthroughthe sensesasitisexplainedinthe mostsimplestmodelsgivenby(Young,
1961 citedby Chisnall 1994)
To perceive = to see, to hear, to touch, to taste, to smell, to sense internally. (Young, 1961)
Rompayet al. (2009) findsthatlongstandingresearchfromdesign,artand advertisingsuggestthat
communicative elementssuchaslogo,shape,color,andtypeface are perceivednotonlyintermsof
theirconventionalandtechnical propertiesbutalsofortheirsymbolicandaffectivemeaningthey
personify. Likewise Tometal. (2006) statesthat thisprocessof perceptual categorization happens
instantlyandunconsciously,whichisthe reasonconsumersare assailedwithmarketingstimuliall the
time,therefore consumersuse perceptioncuestorecognize andgive meaning toproductsand brands.
Furthermore,the authorhasalsoillustratedanexampletobetterunderstandthe consumers
identificationof the perceptioncues,andmentionsthat brandnamingandmarketerchoice of packaging
createspowerful cuestoconsumersasthe texture andthe material of the packagingcan determine the
value of the product;in thiscase,wine bottleswithshinylabelsare cue to consumersthatthe wine is
lessexpensive,whereaswithdull labelsare acue thatit is more expensive.Incontrast, (Solomonetal.
2013) presentedthe same viewbutaddedone more pointthatthe decisionswe make basedonthese
perceptioncuesare broadlyaffectedbyourcultural background.
Solomonetal. (2013) brokendownthe perceptual processinfourstagesthatare:
1) Primitive categorization: inwhichthe underlyingcharacteristicsof a stimulusare segregated;
fromour above wine example,consumerswhopreferquantityformoneywill mostlikelytobuy
the lessexpensivewine (shinylabelled)
2) Cue Check:In whichthe attributesare examinedforthe preparation andselection of aschema,
additionallywe use certainschemassuchascolorof the bottle anddesigntodecide inwhich
schemaour wine fits.
3) Confirmationcheck:the processinwhichthe schemaisselectedandthe consumermaydecide
the choice of hisbrandfallsinhisschema.
4) Confirmationcompletion:the decisionismade accordingtothe stimulus,andthe consumer
decidesthathe has made a rightchoice,and thenreinforce his decision byconsideringthe
overall brandidentity.
In contrast, Shethetal. (2001) statesthe same above perceptual processbutinthree differentstages
whichare selective exposure,selectiveattentionandselective interpretation.Brieflythismeansthat
consumersfilterthe stimulusbasedontheirinterestandneeds,andthenthe customerpayattentionto
the stimulusbasedonthe characteristicsof the stimulussuchascolor,and lastlycustomersinterpret
the remainingstimuliandmake positiveornegative decisionsforit.

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(Sheth et al. 2001)
However, Solomonetal. (2013) pp.51 mentionedthatthese principlesare foundedonworkingestalt
psychology,anideathatpeople conclude meaningfromthe totalityof asetof stimuli,exceptfromthe
individualstimulus. additionally Moore &Fitz(1993) statesthat gestaltpsychologyisnotabout
persuasionbutisaboutperceivingorganizedstructuresandpatterns.Furthermore, Crillyetal.(2004)
explainedthatthisnatural tendencyinfororderinvisual stimuli outcomeinanumberof enhancive
principles,andthese principlesare commonlyrecognizedbygestaltrules.Three of these principlesare,
closure, similarity,figure ground.
Closure:Fisherandsmith-gratto(1998-99) citedby Changet al. (2002) findsthatindividual perceive the
patternsof openshapesas incomplete,andbecause of the incomplete information,the individual finds
the learningprocessdistracting. Howeverourmindsare efficientenoughtofill the gapsandopen
shapesitself andcompletethe unfinishedform.
Similarity. Graham(2008) mentionedthatsimilarvisual elementslikesize,shape,color,proximity,
directionare perceivedasa part of the group,evenif the itemsare non-spatial.Thenthe othersideof
thislawof similarityissince consumersseektogroup,dissimilarobjects will starttobecome prominent.
Figure ground:Changet al. (2002) thisfundamental law of gestalthelpidentifythe objectsandfigures
clearlyfromthe background,whichisdependentuponcertaincharacteristicssuchascontrast,images
and text.
(Solomon et al. 2013, p.51)
Likewise Pinna(2005) useda watercolorassimilationprocessthatsegregate figure groundonlarge
enclosedareas,because of the formationof orange edgesonfigure (a) geometrical shapessuchas

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polygons,diamond,andflowercanbe perceivedinsymmetricalmannerineachdifferentrow andwere
evenlycoloredusingthe colorspreadingof orange edges.Howeverinfigure (b) the geometrical shapes
are similaras(a) but the columnsandrows can be detecteddifferently.The difference inthese
perceptual resultsinbothof the figuresare obtainedbyjustinvertingthe purple andthe orange line.
(Pinna 2005) – See the source for more examples.
The Self Concept
The self-conceptasdefinedby Solomonetal. (2013),p.151) that relatestothe beliefsof the person
holdstheirconception,andhowthese qualitiesare evaluatedbasedonpositive andnegative
interpretationsaboutthe subject.Likewise (Grubb&Grathwohl 2014) statesthatSelf isaboutbeing
aware of self-attitude,feeling,perception,and evaluationof oneself asaphysical entity. However
George M. Zinkhan (1991) statedthat the conceptof self canbe visualizedascognitivestructure andit
doesnotreferto knowledge of factsbutonlyassociatesstrongfeelingsandmotivations. Fournier,
(1998) citedby Kimet al. (2005) that the conceptof consumerattachmenttowardsa brandis a strong
emotional concept,where consumersbecome loyaltowardsabrandin the processof definingtheir
sense of self. Onthe contrary, The self-conceptasdefinedby Maläret al. (2011) that itis a cognitive and
affective perceptionof whoandwhatwe are and can be dividedintwoformswhichare actual self and
the ideal self. Thus,itcanbe understoodthatthe self-conceptisnotonlyaboutthe evaluation of our
ownattitudesbutalsoit worksas a cognitive structure insideourmind,anditisone of the important
considerationgivenbymarketers,furthermorethe productsandservicesare associatedwithself of
individual

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Self-esteem:
Rosenberg(1965) citedby FredricKropp (1995) statedthat self-esteemisone’spersonal judgmentof
ownworth. Solomonetal. (2013) addedthat people withlow self-esteemhave alow expectationthat
theywill performwell intheirfuture,whereaspeople withhighself-esteemwill be more willinglyto
take risksand to be the centerof attentionandexpecttobe more successful intheirfuture. George M.
Zinkhan(1991). Judge,Bono,andLocke (2000) citedby Kimet al. (2005) mentionedthat self-esteem
evaluate throughthe processof the emotionsof pride andjoy.Furthermore the authorsaddedthatitis
an overall examinationof individual’simportance of values, revolvesaroundthe multidimensional
perspective FeeneyandNoller(1990) citedby Kimetal. (2005). The authorfurthersuggestconsumer
may expresstheirownvalueswhichleadtowardsself-appraisal orgoesfroma social adjustment
processwhichmay resultinreflectedappraisal.(Hog,Cox andkeelingcitedbyKimet al 2005)
Real, Ideal and extendedself
(Solomonetal.2013, p.209) definesitasa processwhere consumersimilitudetheiractual positionon
some judgment’stosome ideal approaches,andwhiledoingthisprocessthe consumermightask
him/herself If Iamattractive as I wouldlike tobe?,oram I makingenoughmoneyasIshouldbe?And
etc.As conciselymentionedby Maläret al. (2011) that the perceivedrealityof ownisbasedonactual
self (i.e whatismystatusright now,andcurrentlywhere Iam standingcomparingtoothers?).Whereas
for ideal self (Solomonetal.2013, p.209) definesthatitisassociatedwiththe elementsof consumer
culture,like celebritiesand those whoare portrayedinads,and because of theirachievementsthe
productsand likelytogetsold,however Maläretal. (2011) explainedthatthe ideal selfis molded bythe
mental imageryof idealsandtowhatan individual considerlike tobe inhis/herfuture andtailor.
Belk(1988) citedby Fairchildetal. (2003) put forwardedthe conceptforextendedselfthatthe
reflectiontoouridentitiesare majorlycontributedthroughourwill power.Belkmeansthatthismethod
of extendedselfwhichincludedthings,people,placesandbodyparts,for whichthe termphysical
extensionof oneself canalsobe used.Incontrast (Solomonetal.2013, p.214) mentionedfourdifferent
levelsof extendedselfthatrange frompersonal objects/placestothings andfacilitate people thatthey
are involvedinalarge social environment.The differentlevel asdefinedbythe authorare Individual
level inwhichconsumersinclude theirpersonal ownershipsuchascars, clothingandsoon. Secondis
family level and consumerresidence anditsfurnishingare consideredapart of thisself whichmeans
that a house can be perceive asan emblematicbodyora part of identity.The thirdlevel is community
level inwhichthe consumersdescribe themselvesfromthe regional parttheycome fromorthe areaof
livingtheyare associatedwith,andlastly group levelwhichexplainsthatourinvolvementwithparticular
social groups can be takenas a part of ourself,asan example the consumermayperceiveasportteam
as a part of extendedself.
4. Packaging and slogans (Brand elements)
Accordingto (Croft1985, Keller2003, citedby Farhana 2012) Packagingisa crucial part of brand
elementwhichrevolvesaroundthe processesof designingandthe creationof containersandwrappers
for a product.Duncan (2004) citedby Lombard (2007) addedthatthe brandshouldbe identifiable
throughthe packaging,furthermore itshouldconveydescriptive meaningandconvincinginformation
that not onlyaidproducttransportationbutalsothe protectionof the product whichalsoassistat home
storage.However, Pas&Laar (2002) mentionedthatthe purpose of specificdesignof packagingis
broadlyto educate the consumermakingthe rightchoice.Incontrast Gordon etal. (1994) citedby
Lichtlé (2007) brand choice isinfluencedbythe colorof productspackaging.Serafin (1985), Keller(2003)

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citedby Farhana (2012) statesthat to achieve the desiresof targetedconsumersaswell asmarketing
objectives,bothartisticandfunctional elementsof packaginghastobe consideredproperly,inwhich
the artisticcomponentsrelatestothe size of the package,shape,itsmaterial,color,textandgraphics
for whichthe printingprocessplaysahuge contributioninthe entire processthathelpexecute colorful
messagesonthe package for the momentof truth at the pointof purchase.
Keller(2003) citedby Farhana (2012) explainedthatslogansare primarilyusedtocommunicate
descriptive andconvincinginformationaboutthe brand.Whereas,Duncan(2004) citedby Lombard
(2007) definesthatslogansare cleverphraseswhichservesasrecall forthe brandor about the
campaign.Onthe contrary Rompay etal. (2009) channelssuchasads, packaging,andwebsitescontain
bothvisual elementsaswell asverbal like brandslogansandthe productinformation,throughwhich
the desiredproductqualitiesshouldbe conveyedrelatedtothe brandimage inthe bestmeans.
Additionally Chengetal. (2006) statedfrom a previousresearchthatbrandsloganscan be usedto as a
meanto arouse and recallingthe wishful emotionstowardsbrandandproductperception.
Consumer decision making
Bettmanetal. (1991) statesthat consumersregularlycome acrosswithlarge numberof alternatives
that are continuouslyevolvingbecause of the new technological innovationsandcompetitivepressures.
The author furtheraddedthatthese decisionsmade byconsumersconcerningthe choice, purchase and
the use of service are veryimportantnotjustfor consumersthemselvesbutalsoformarketers (Shethet
al.2001). A conceptual frameworkpresentedby Narayan&Markin (2014) and suggestthatconsumers
identifythe alternativesforthe brandsbasedonthree categoriesthatare evokedset, inertset,and
ineptset.Furthermore more the authorexplainedthese thatevokedsetisa collectionof brandsinthe
mindfromwhichconsumerswill considerthe purchase,andall of the evaluationsforthese brandsare
takenpositively.While, inertsetcomprisesthose brandsonwhichthe consumersdonothave any
positive ornegative intentions.Whereasthose brandsthatdoesnotimpressthe consumerand rejected
fromtheirattentionfall underthe ineptset.Similarly, (Solomonetal.2013, p.356) mentionedastudyin
whichbigamountof consumerswere investigatedaboutevokedsetsandanalyzedthe numberof
productsfoundintheirsetswas limited,howeversome of the consumersevaluatedthe variationsby
productcategory anddifferentcountries,forexample,The ordinaryevokedsize foranaverage
Americanbeerconsumerwaslessthan3, whereasCanadianconsumerscontemplated7brands.
In contrast(Hogarth 1981 citedby Hoyer 2014) statedthat before makingany act forpurchase
consumergo thoroughfrom immediate cognitive processing.The authorfurtheraddedthatdecisions
are made frequentlyover-timewhichinvolvescontinuesratherthandiscrete processing. (Hoyer2014)
elaboratedthe previousstatementthat consumersmaydependnotonlyonthe previousinformation
aboutthe product,butalso the judgmentsof brandsatisfactionanddissatisfactionthatusuallyoccurin
the post purchase evaluationstage of decisionmakingprocess.However, (Bettmanetal.1991) stated
that the influence of consumersisnotonlylimitedtothe elementsof the task,butalsoto the
informationprovidedinthe environmentthatare throughadvertisements,packages,in-storedisplays
and brochures.
Likewise, Bayton(2014) putsan exemplaryapproachof havingfourbrandsinawarenesswhere
individualshouldmake achoice,andwhatpsychological factorstheygothroughby,he mentioned that
at thisprocessingstage,the individual canface aproblemonwhichitemsto be differentiatedwiththe
variousattributesthatallowthe individualtodifferentiate betweenthem.He furtheraddedthe

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attributesof a brand suchas name,packaging,anddesignasa differentialfactorsfromthe consumer’s
perceptionpointof view whichcanbe recognizedassignsor cue and concludedthatsuch signsorcues
are notimportantinconsumersdecisionmaking. Howeverincontrast Cooperetal. (2005) statesthat
because brandcommunicationsurroundsall of the waysthroughwhichcustomerscome incontactwith
a brand, itsname,logo,packagingdesignincludingall othertypesof mediapromotions,whichiswhy
brand communicationsisaverystrategicmatterthat businessesshouldaccepttogetcompetitive
advantage inthe market.
However,in relationtothe above context Mostert(2002) citedby Lombard (2007) mentionedthat in
betweeninformationprocessing,whichisthananalyzedintermsof categoriesthatstoredinthe
memoryandits meaningisattributedtoaparticularmessage basedonhow the consumercategorize
the stimulusbyusing existingknowledge andbeliefs (Copley2004 citedby Lombard2007). Similarly
Lynch and Srull, (1982) citedby Bettmanet al. (1991) categorizeddecisionseitherasa stimulusbased,
memorybasedor combinationof both.Authorfurtherexplainedthat those decisionsthatare made
usinga catalog or packagesor fromany relatedinformationthatisavailable externallyiscalleda
stimulusbaseddecision.Whereasif the decisionismade usinginformationavailable inthe memory,
thenit iscalledmemory baseddecision.Lastly,mixeddecisionsare made wheninformationinmemory
and fromexternallyavailable are used. Inrelationtothese categories Setsetal. (2014) mentionedthat
thisselectionprocessisdividedintothe stagesof brandconsiderationandbrandevaluation.He further
addedthat itis the brand considerationstage inwhichthe retrieval andformationof information
considerationsetstakesplace,andforthe evaluationstage consumersare thoughtful are thoughtful
aboutthe brandswhichincludesinthe considerationsettoarrive ata final choice.
Conclusion
As we have analyzedinthisoverall literaturethatnotjustconsumerperceptionbutotherelementsof
consumerbehaviorplayscritical role inthe consumer’sdecisionmakingprocesswhilechoosingabrand.
In whichconsumershave togo throughfromvariouscognitive processto understandthe brandand
structure and categorize eitherinmemory,stimulusbasedorcombinationof both,andbasedon
previousexperiencesconsumermaylikelytorecall the brandinstantly. Additionallyaswe have also
spokenthe principlesof Gestaltpsychology(suchasshape,size andetc.) are takenintoconsiderationby
a consumeras an unconsciousact,on which Kreuzbauer(2007) emphasizedthatwiththe designersboth
the product andbrand managersshouldincorporate the elementslikeformandshape inthe brand
strategiesmore purposefully,which portraythe importance of positioningthe brandstrategicallyinthe
mindsof consumer’s.Lastlyas Farhana (2012) mentionedthatthe differentiationof consumergoodsin
fastmovingconsumergoods(FMCG) industry isgettingchallengingtocreate dayby dayto penetrate it
inthe consumer’smemory.Howevershe furtheraddedthatidentifiableapproachtoeachbrand
elementacttovisualize the image of the image of the brandinthe consumer’smemorywhichcanbe
laterperformas a cue torecall the brand indifferentcircumstances. Thusitcan be now understoodthat
if properstrategiesandplanningare done fora particularcampaign,thenitwill more likelytobe a
profitable aswell assmartoptionratherthan playingcardsvaguely.

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