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    Perception

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    Taimoor Jan

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    © All Rights Reserved
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    Perception

    Uploaded by

    Taimoor Jan
    36 views16 pages

    Original Title

    3. Perception

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    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    36 views16 pages

    Perception

    Uploaded by

    Taimoor Jan

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    e d

    fi n
    e
    D Perception
    The process by which individuals
    select, organize, and interpret stimuli
    into a meaningful and coherent
    picture of the world. It can be
    described as “how we see the world
    around us.”

    Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 32


    e d
    fi n
    e
    D Sensation
    The immediate and direct response of
    the sensory organs to stimuli (units of
    input to the senses) as captured by
    the sensory receptors.

    Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 32


    Audio Sensory Input
    Discussion Questions

    What is the difference


    between the absolute
    threshold and the
    differential threshold
    (JND)?

    Why do marketers care


    about sensory adaptation?
    e d
    fi n
    e
    D Ambush Marketing
    Placing ads in places where consumers do
    not expect to see them and cannot
    readily avoid them.
    Experiential Marketing
    Allows customers to engage and interact
    with offerings in sensory ways in order to
    create emotional bonds between
    consumers and marketing offerings
    Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 32
    Discussion Question

    • How might a cereal


    manufacturer such as
    Kellogg’s use the j.n.d. for
    Frosted Flakes in terms of:
    – Product decisions
    – Packaging decisions
    – Advertising decisions
    – Sales promotion decisions
    Perceptions are affected by…

    • Stimuli
    • Expectations
    • Motives
    • Selective Perception
    – Selective Exposure
    – Selective Attention
    – Perceptual Defense
    – Perceptual Blocking
    Perceptual Organization
    • Gestalt psychology
    • Figure and ground
    • Grouping
    • Closure
    Perceptual Organization Application

    What Element of
    Perceptual Organization Is
    Featured in This Ad?
    Perceptual Interpretation

    • Stereotyping
    • Triggers
    – Physical appearance
    – Descriptive terms
    – First impressions
    Consumer Imagery
    • Brand image - positioning
    • Package image
    • Service image
    Perceived Price
    Perceived Quality

    • Product quality
    • Service quality
    • Price/quality relationship
    • Store image
    • Manufacturer image
    Perceived Risk

    The degree of uncertainty perceived by the consumer


    as to the consequences (outcome) of a specific
    purchase decision
    How Consumers Handle Risk

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