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CB - Perception

Perception involves how individuals select, organize, and interpret sensory stimuli. It involves three main aspects - selection, organization, and interpretation. Selection involves consciously and unconsciously screening stimuli based on experience, motives, and the stimulus itself. Organization refers to figuring stimuli into meaningful groups and relationships. Interpretation involves making sense of organized stimuli. Perception is important for marketers to understand as it influences how consumers view products and brands.

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Deepika Singh
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19 views29 pages

CB - Perception

Perception involves how individuals select, organize, and interpret sensory stimuli. It involves three main aspects - selection, organization, and interpretation. Selection involves consciously and unconsciously screening stimuli based on experience, motives, and the stimulus itself. Organization refers to figuring stimuli into meaningful groups and relationships. Interpretation involves making sense of organized stimuli. Perception is important for marketers to understand as it influences how consumers view products and brands.

Uploaded by

Deepika Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER PERCEPTION

Perception

The process by which an individual


selects, organizes, and interprets
stimuli into a meaningful and
coherent picture of the world

How we see the world around us


Elements of Perception
• Elements of Perception
• Absolute threshold:
• Differential threshold
Sensation

• The immediate and direct response of the


sensory organs to stimuli.
• A perfectly unchanging environment provides
little to no sensation at all!
Differential Threshold or j.n.d

• The minimal difference that can be detected


between two similar stimuli
Weber’s Law
• the stronger the initial stimulus, the greater
the additional intensity needed for the second
stimulus to be perceived as different
Marketing Applications
of the JND
• Need to determine the relevant j.n.d. for their
products
– so that negative changes are not readily
discernible to the public
– so that product improvements are very apparent
to consumers
Subliminal Perception
• Perception of very weak or rapid stimuli
received below the level of conscious
awareness
Is Subliminal Persuasion Effective?
• Extensive research has shown no evidence
that subliminal advertising can cause
behaviour changes
• Some evidence that subliminal stimuli may
influence affective reactions
Aspects of Perception

Selection

Organization

Interpretation
Perceptual Selection
• Conscious and unconscious screening of
stimuli
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
 Perceptual Defense
 Perceptual Blocking
Perceptual Selection – Cont’d
• Selective exposure
– Consumers actively choose stimuli that they want
to see
• Selective attention
– Consumers decide how much attention they will
pay to a stimulus
Perceptual Selection – Cont’d
• Perceptual defence
– Consumers screen out psychologically threatening
stimuli
• Perceptual blocking
– ‘tuning out’ of stimuli
Perceptual Organisation
• Figure and ground
– Definition of figure depends on the
background
• Grouping
– Information is organized into chunks
• Closure
– Incomplete stimuli create tension
Influences of Perceptual Distortion
• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect
Issues In Consumer Imagery
• Product Positioning and Repositioning
• Perceived Price
• Perceived Quality
• Price-Quality Relationship
• Perceived Risk
Positioning
• Establishing a specific image for a brand in
relation to competing brands
Positioning Techniques
• Umbrella Positioning
• Positioning Against Competition
• Positioning Based on a Specific Benefit
 Conveying a Product Benefit
 Taking an Un-owned Position
 Positioning for Several Positions
 Repositioning
Perceptual Mapping
• A research technique that enables marketers
to plot graphically consumers’ perceptions
concerning product attributes of specific
brands.
Research Insight
Perception and Marketing Strategy
• Make perceptual selection work in your favour
– Increase accidental exposure
– Use the j.n.d
– Draw attention to your ad using contrast and other
principles
– Find creative ways to reduce blocking
• Ensure that consumers organize and interpret
messages correctly
• Develop suitable consumer imagery
• Find ways to reduce perceived risk
Read
• Olny srmat poelpe can raed tihs. I cdnuol't blveiee taht I
cluod aulaclty uesdnatnrd waht I was rdanieg. The
phaonmneal pweor of the hmuan mnid, aoccdrnig to a
rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in
waht oredr the ltteers in a wrod are, the olny iprmoatnt
tihng is taht the frist and lsat ltteer be in the rghit pclae.
The rset can be a taotl mses and you can sitll raed it
wouthit a porbelm. Tihs is bcuseae the huamn mnid
deos not raed ervey lteter by istlef, but the wrod as a
wlohe. Amzanig huh? And I awlyas tghuhot slpeling was
ipmorantt!
Exercise
1. How do you think other perceive you?
2. How would you like to be perceived by
others?

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