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Perception and Interpretation: © Pearson Education Limited 2003

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67 views12 pages

Perception and Interpretation: © Pearson Education Limited 2003

Uploaded by

Pramod Sharma
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 PPT, PDF, TXT or read online on Scribd
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OHT 2.

Perception and interpretation

© Pearson Education Limited 2003


OHT 2.2

Perception defined

Perception is the process by which physical sensations


such as sights, sounds, and smells are selected,
organised, and interpreted. The eventual interpretation
of the stimulus allows it to be assigned meaning.

© Pearson Education Limited 2003


OHT 2.3

The perceptual process

Figure 2.1 
© Pearson Education Limited 2003
OHT 2.4

Impact of the different stimuli

1. Vision - marketers rely heavily on visual elements in


advertising, store design and packaging. Colours are
rich in symbolic value and cultural meanings and can be
critical spurs to sales.
2. Smell - odours can stir the emotions or have a calming
effect, they can invoke memories or relieve stress.
3. Sound - can affect people’s feelings and behaviours.
4. Touch - tactile cues can have symbolic meaning.
5. Taste - can contribute to our experiences of many
products. © Pearson Education Limited 2003
OHT 2.5

The different sensory thresholds

1. Absolute threshold - the minimum amount of stimulation


that can be detected on a sensory channel.
2. Differential threshold - the ability of a sensory system to
detect changes or differences between two stimuli. The
issue of when or if a change will be noticed is relevant to
many marketing situations.

© Pearson Education Limited 2003


OHT 2.6

Perceptual selection

Consumers are often in a state of sensory overload,


exposed to too much information and are unable or
unwilling to process all of the information at their
disposal.

Perceptual selectivity occurs when people attend to only


a small portion of the stimuli that they are exposed to.

© Pearson Education Limited 2003


OHT 2.7

Perceptual principles for organising stimuli


1. Gestalt psychology - people derive meaning from the
totality of a set of stimuli rather than from any one
individual stimuli.
2. Principle of closure - consumers tend to perceive an
incomplete picture as complete, filling in the blanks
based on previous experience.
3. Principle of similarity - consumers tend to group together
objects that share similar physical characteristics.
4. Figure ground principle - where one part of the stimulus
will dominate while others recede into the background.

© Pearson Education Limited 2003


OHT 2.8
Interpreting meaning

Interpretation refers to the meaning that people assign to


phenomena, whether from stimuli from the outside world
or the ideas and concepts from the person’s own mind.
1. Priming - where consumers assign meaning based on
the set of beliefs held.
2. Symbolic consumption - where the meanings attached to
the act of consuming the goods, for example trendiness,
wealth, femininity, etc.
3. Polysemy - where consumers project their own
experiences and aspirations to assign meaning.
© Pearson Education Limited 2003
OHT 2.9

The role of symbolism in interpretation

Some marketers are turning to semiotics to understand how


consumers interpret the meanings of symbols.
1. Semiotics examines the correspondence between signs
and symbols and their role in the assignment of
meaning.
2. Products are given meanings by their producers and we
rely on advertising to work out what those meanings are.
Advertising serves as a kind of culture/ consumption
dictionary.

© Pearson Education Limited 2003


OHT 2.10
Semiotic principles

Every message has three basic components:

1. Lowest level - the object or the product that is the focus


of the message.
2. Middle level - the sign or the sensory image that
represents the unintended meanings of the object.
3. Top level - the interpretant or the meaning derived.

© Pearson Education Limited 2003


OHT 2.11

Positioning strategy

A positional strategy is a fundamental part of a


company’s marketing efforts as it uses the different
elements of the marketing mix (product, price, place,
promotions, etc) to influence consumers’ interpretation
of its meaning.

© Pearson Education Limited 2003


OHT 2.12
Brand positioning dimensions

1. Lifestyle.
2. Price leadership.
3. Attributes.
4. Product class.
5. Competitors.
6. Occasions.
7. Users.
8. Quality.

© Pearson Education Limited 2003

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