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Consumer Behavior: Hussain A. Al Awami, B.Sc. Pharm., M.SC., MBA

This document discusses key concepts related to consumer perception, including sensation, thresholds, subliminal perception, and the dynamics of perception. It defines perception as how individuals interpret and make sense of stimuli. Sensation is the immediate response of sensory organs to stimuli. Absolute and differential thresholds refer to the minimum levels at which stimuli can be detected. The dynamics of perception involve selection, organization, and interpretation of stimuli.

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60 views32 pages

Consumer Behavior: Hussain A. Al Awami, B.Sc. Pharm., M.SC., MBA

This document discusses key concepts related to consumer perception, including sensation, thresholds, subliminal perception, and the dynamics of perception. It defines perception as how individuals interpret and make sense of stimuli. Sensation is the immediate response of sensory organs to stimuli. Absolute and differential thresholds refer to the minimum levels at which stimuli can be detected. The dynamics of perception involve selection, organization, and interpretation of stimuli.

Uploaded by

surekha_fren5366
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Consumer Behavior

Hussain A. Al Awami, B.Sc. Pharm., M.Sc., MBA


Consumer
perception
Definition

Perception is the process by which individuals


select, organize, and interpret stimuli
into a meaningful and coherent picture of the world
Different perceptions of the
same stimuli
What is your
opinion in this Adz?
Comments
Some basic
concepts
Sensation

Immediate and direct response of the sensory organs to stimuli

Stimuli: products, packages, brands names, advertisements, etc


Human sensitivity varies
Environment play role
Environment play role
Absolute threshold
The lowest level at which individual can experience a sensation

The difference between “something” and “nothing”


Sensation adaptation

Frequent exposure leading to “getting used to”


or loss of effect of stimuli
Sensory adaptation affects
advertisers

Effect of advertising campaigns is lost by time

Companies change their print adz and TV commercial


to maintain sufficient sensory input
The differential threshold
The minimal difference that can be detected between two similar stimuli

Just Noticeable Difference JND

Webers Law

The stronger initial stimuli, the greater additional intensity is needed for second stimuli
Marketing application

Negative changes in products should be below than JND

Positive changes in products should be higher than JND


Marketing application,
example

JND for prices is higher than packing size

Reduce packing size and keep the price


Subliminal perception

Stimulation below level of conscious awareness but enough


to be perceived by one or more of receptor cells
Subliminal perception effect on
consumer behavior
Some evidence in affecting affective reaction

No evidence to affect the consumption behavior

Gap between perception and persuasion

Long term repeated exposure

Unfeasible or impractical
Dynamics of perception
Recognition in very selective manner

Selection

Organization Interpretation
Perceptual selection

Great deal of selectivity

1) Consumers previous experience

2) Their motives at that time


Perceptual organization
Organization as group not separate sensation

Closure

Grouping

Figure and ground


Figure and ground
Grouping
Closure
Perceptual interpretation
Perceptual interpretation is highly individual
Physical appearance

Halo effect sterotypes

Jumping to conclusion First impression


Physical appearance
People tend to match between quality and people
Stereotypes
Individuals carry pictures in their mind of the meanings of various kind of stimuli
First impression
First impression tend to be lasting
Jumping to conclusions
Halo effect

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