Consume Behavio

Consumer Perception

By, Group 4

objectives
Objective of this presentation is to understand consumer perception by digging deep into elements of perception.

What is 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

Human brain and perception

Absolute threshold
The absolute threshold is the lowest level at which an individual can experience a sensation.(i.e difference between something & nothing)

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Differential threshold
Minimal difference that can be detected between two similar stimuli. Also known as the just noticeable difference (the j.n.d.)
Webers law:-Stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

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Subliminal perception
Stimuli that are too weak or too brief to be consciously seen or heard may be
strong enough to be perceived by one or more receptor cells.

Some evidence that subliminal stimuli may influence affective reactions

Elements of Perception

Selection Organization

Interpretation

Aspects of Perception

Selection Organization

Interpretation

Perceptual Selection
Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors
Consumers previous experience as it affects their expectation (i.e what they are prepared or set to see. Consumers motives at that time (their need, desires, interests and so on.)

While Selection depends on the

Perceptual Selection
Motives: Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which:
Are pleasant They can sympathize Reassure them of good purchases

Perceptual Selection
Motives
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium

Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Screening out of stimuli which are threatening (picture warning on cigarette is used to combat perceptual defence)

Perceptual Selection
Concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers avoid being bombarded by:
Tuning out TiVo

Aspects of Perception

Selection Organization

Interpretation

organization
Gestalt Psychology: People do not experience the numerous stimuli they select from environment as separate and discrete sensation, rather, they tend to organise them into groups and perceive them as unified whole.

Organization
Principles
Figure and ground Grouping Closure People tend to organize perceptions into figureand-ground relationships. The ground is usually hazy. Marketers usually design so the figure is the noticed stimuli.

Lacostes and Apple campaign uses a very plain ground so the symbol really shows

Organization
Principles
Figure and ground Grouping Closure People group stimuli to form a unified impression or concept. Grouping helps memory and recall. (for eg:- a couple having tree in a cozy warm room)

Organization
Principles
Figure and ground Grouping Closure People have a need for closure and organize perceptions to form a complete picture. Will often fill in missing pieces Incomplete messages remembered more than complete

Aspects of Perception

Selection Organization

Interpretation

Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Positive attributes of people they know to those who resemble them Important for model selection Attractive models are more persuasive for some products

Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People hold meanings related to stimuli Stereotypes influence how stimuli are perceived (for eg UCB add of two man handcuffed)

Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive

Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People tend not to listen to all the information before making conclusion Important to put persuasive arguments first in advertising

Interpretation
Perceptual Distortion
Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Consumers perceive and evaluate multiple objects based on just one dimension Used in licensing of names Important with spokesperson choice

The halo effect helps Adidas break into new product categories.

Positioning
Establishing a specific image for a brand in the consumers mind Product is positioned in relation to competing brands Conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need Result of successful positioning is a distinctive, positive brand image

Positioning Techniques
Umbrella Positioning Positioning against Competition Positioning Based on a Specific Benefit Finding an Unowned Position Filling Several Positions Repositioning

PRESENTED BY ANKUR(04)

PANKAJ MOR(12) SUMITRA MOHANTY(14) C.M PRASHANT(16) MANISH TIRKEY(25)