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1、Chapter 5 Consumer Perception,Chapter Outline,Elements of PerceptionAspects of PerceptionSelectionOrganizationInterpretation,Perception,The process by which an individual selects,organizes,and interprets stimuli into a meaningful and coherent picture of the worldHow we see the world around us,Sketch
2、ers,Elements of Perception,SensationAbsolute thresholdDifferential thresholdSubliminal perception,Sensation,The immediate and direct response of the sensory organs to stimuliA stimulus is any unit of input to any of the senses.The absolute threshold is the lowest level at which an individual can exp
3、erience a sensation.,An Overview of the Perception Process,Figure 2.1,Differential Threshold,Minimal difference that can be detected between two similar stimuliAlso known as the just noticeable difference(the.),Webers Law,The amount of change that is necessary to be noticed is systematically related
4、 to the intensity of the original stimulusThe stronger the initial stimulus,the greater a change must be for it to be noticed.Mathematically:K=A constant(varies across senses)i=The minimal change in the intensity required to produce j.n.d.I=the intensity of the stimulus where the change occurs,Marke
5、ting Applications of the J.N.D.,Marketers need to determine the relevant j.n.d.for their productsso that negative changes are not readily discernible to the publicso that product improvements are very apparent to consumers,Marketing Applications of the JND,For price increases,keep price increases _
6、the JNDFor discounts,discounts must _ the JND to be effectiveDecreasing product size,the size decrease should be _ than the JNDIncreasing product size,increase must be _ than the JND,Campbells Soup has been gradually modifying its label for the last 125 years.The 1999 new cans feature photos of actu
7、al soup in the bowl but the design retains the distinctive red-and-white colors.,Aspects of Perception,Selection,Organization,Interpretation,Aspects of Perception,Selection,Organization,Interpretation,Perceptual Selection,Consumers subconsciously are selective as to what they perceive.,Perceptual Se
8、lection,Selective ExposureSelective Attention,Consumers seek out messages which:Are pleasantThey can sympathizeReassure them of good purchases,Concepts,Perceptual Selection,Selective ExposureSelective Attention,Heightened awareness when stimuli meet their needsConsumers prefer different messages and
9、 medium,Concepts,Aspects of Perception,Selection,Organization,Interpretation,Organization,Figure and groundGroupingClosure,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,Lac
10、ostes campaign uses a very plain ground so the symbol really shows.,weblink,Figure-ground Principle,This billboard for Wrangler jeans makes creative use of the figure-ground principle.,Organization,Figure and groundGroupingClosure,People group stimuli to form a unified impression or concept.Grouping
11、 helps memory and recall.,Principles,Organization,Figure and groundGroupingClosure,People have a need for closure and organize perceptions to form a complete picture.Will often fill in missing piecesIncomplete messages remembered more than complete,Principles,Illustration of the Closure Principle,Pe
12、ople participate in this J&B ad by mentally filling in the gaps,Aspects of Perception,Selection,Organization,Interpretation,Interpretation,Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect,Positive attributes of people they know to those who resemble themAttractive mo
13、dels are more persuasive for some products,Perceptual Distortion,Interpretation,Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect,People hold meanings related to stimuliStereotypes influence how stimuli are perceived,Perceptual Distortion,Interpretation,Physical Appea
14、rancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect,First impressions are lastingThe perceiver is trying to determine which stimuli are relevant,important,or predictive,Perceptual Distortion,Interpretation,Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Eff
15、ect,People tend not to listen to all the information before making conclusionImportant to put persuasive arguments first in advertising,Perceptual Distortion,Interpretation,Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect,Consumers perceive and evaluate multiple objects based on just one dimensionUsed in licensing of namesImportant with spokesperson choice,Perceptual Distortion,The halo effect helps Adidas break into new product categories.,
