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Consumer Perception

This document discusses the key concepts of perception, including how individuals organize and interpret stimuli to develop a meaningful understanding of the world. It defines perception as the process by which sensory stimuli are selected, organized, and interpreted. Sensation, the absolute threshold, differential threshold, and subliminal threshold are reviewed as the elements of perception. Factors like selective exposure, attention, retention, defense, and blocking influence how stimuli are perceived. Interpretation and meaning are derived based on an individual's experiences, motives, and situational factors. Risk perception and branding positioning are also examined.

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Patricia
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37 views44 pages

Consumer Perception

This document discusses the key concepts of perception, including how individuals organize and interpret stimuli to develop a meaningful understanding of the world. It defines perception as the process by which sensory stimuli are selected, organized, and interpreted. Sensation, the absolute threshold, differential threshold, and subliminal threshold are reviewed as the elements of perception. Factors like selective exposure, attention, retention, defense, and blocking influence how stimuli are perceived. Interpretation and meaning are derived based on an individual's experiences, motives, and situational factors. Risk perception and branding positioning are also examined.

Uploaded by

Patricia
Copyright
© © All Rights Reserved
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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Compiled by:

Leslie Ann D. Caparas -


Instructor
What extra would you be able to find in this
picture ?
Where is the book pointing towards? Is it
towards you or away from you?
Just try to move your eyes from one point to another
to another in random motions. How many grey dots
do you see?
What is Perception?
• It is the process by which an
individual organizes, and interprets
stimuli into a meaningful and
coherent picture of the world.

• It is described as the person’s view


of reality.

• How we see the world around us


Information Processing
STIMULUS

FILTER

ORGANIZE

MEANING
Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal threshold
SENSATION
• The 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
Sensory Marketing
• It is the techniques that
are used to reach your
customer's senses and
influence their behavior
based on how your
brand and tactics make
them feel.
Absolute Threshold
• It refers to the minimum amount of stimulation a
person can detect on a given sensory channel.
• The lowest level at which an individual can
experience a sensation.
• The absolute threshold is an important
consideration when we design marketing stimuli.
Differential Threshold
• Also known as just noticeable difference (JND)

• The ability of a sensory system to detect


changes or differences between two stimuli

• It is the minimal difference that can be detected


between stimuli.
Subliminal Threshold
• It is the level at which the participant is not
aware of the stimulus being presented.

• It occurs when stimulus is below the level of


the consumer’s awareness

• When peoples' thoughts, feelings and actions


are influenced by stimuli without awareness.
Aspects of Perception

Selection

Organization

Interpretation
Perceptual Selection
• The conscious and unconscious screening of
stimuli.

• An individual may look at some things, ignore


others, and turn away from still others.

• The process by which people filter out


irrelevant or less significant information, so
that they can deal with the most important
matters
Perceptual Selection
• Depends on three major factors:
- Consumer’s previous experience
- Consumer’s motives
- Nature of the stimulus
Concepts Concerning Selective Perception

• Selective Exposure
• Selective Attention
• Selective Retention
• Perceptual Defense
• Perceptual Blocking
EXPOSURE
• It occurs when a stimulus comes within the
range of someone’s sensory receptor.
• Consumers can choose whether or not to deal
with the stimulus.
• Selective exposure – consumers actively
choose stimuli that they want to see
• Road blocking is when advertisers place their
advertisements on competing channels at the
same time.
ATTENTION
• It occurs when information
is transferred from the
sensory receptors to the
brain for further processing.

• Selective attention –
consumers decide how
much attention they will pay
to a stimulus
Selective Attention
• It is the process of focusing on a
particular object in the
environment for a certain period of
time.
• It is the idea that individual do not
take in all the stimuli around them,
but rather “select” what to notice.
Selective Retention
• It is when people remember
information that they find
meaningful and interesting.
• Consumers tend to remember
information that supports our
attitudes and beliefs.
Perceptual Defense
• Consumers subconsciously
screen out stimuli that they find
psychologically threatening
• People see what they want to
see, and don’t see what they
don’t want to see
• Refuse to accept the message
Perceptual Blocking
• Consumers protect themselves
from being bombarded with
stimuli by simply “tuning out” –
blocking such stimuli from
conscious awareness.
How consumers block
messages from marketers?
• Change tv channels
• Use mute button
• Leave room or walk away
• Shut down or delete pop-up ads
• Switch radio stations
• Do something else
• Turn it off
• Fast forward through ads
• Ignore it
• Get food or drink
INTERPRETATION
• It is the stage of processing at
which consumers give meaning to
the incoming information.
• Cognitive interpretation is a
process of adding meaning from
existing knowledge.
• Affective interpretation is the
processing of information and
adding meaning based on feelings.
Factors that influence the way consumers
interpret information:
• Individual characteristics – these include prior
learning and expectations of the individual.
• Stimulus factors – refers to how a message is
communication, by way of the actual message or
media.
• Situational factors – different situations can have an
impact on the way information is interpreted.
• The way that information is presented
SEMIOTICS
• It refers to the use of
symbols or signs to
establish an image and
convey a message.
• This can involve particular
images or words.
Color
• Colors have great influence on
perception.
• Science has that colors influence
behavior.
Perceived Risk
• It is the fear that the purchase of products or
services may result in disappointment or
unpleasant consequences.
Types of Risk
• Financial risk – the risk that consumer will
experience some sort of monetary or economic
loss.
• Physical/Utility risk – the risk of being physically
harmed in some way or the product not performing
as it is expected.
• Social risk - the risk that the consumer will suffer
terrible social embarrassment.
Types of Risk
• Ego risk – the risk that the decision may not be in
line with a person’s sense of self and their values.

• Opportunity risk – the risk of not making the best


decision. It results a feeling of doubt.
Risk Reduction Strategies
• Give customers the opportunity to try before they buy
(test drive or taste test)
• Provide an extended warranty or money back
guarantee
• Build a strong brand image
• Extensive advertising and promotion using respected
spokespeople
• Provide rewards or reinforcement for purchase
• Provide back-up customer service and technical
advice
Positioning
• How your products us perceived in the minds of consumers
and customers.
• It involves determining a set of attributes for the product
and communicating these to customers.
• Brand positioning is based on a complex group of
perceptions, impressions and feelings that consumers have
towards the brand
Brands
• It is a mix of tangible and intangible elements that
make up and identifying name, mark or symbol.
• Brands are chosen by consumers on the basis of
how well they match consumer’s emotional and
rational needs.
• A brand is a way in which an organization identifies
and differentiates its product.
End of the Slide

Thank you!

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