Consumer Perception
The process by
which an individual
selects, organizes,
and interprets
Perception
stimuli into a
meaningful and
coherent picture of
the world.
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•Sensation
•Absolute
threshold
Elements
•Differential
of
Perception threshold
•Subliminal
perception
Sensation 4
Sensation is the response of the
sensory organs, including the eyes,
ears, nose, mouth, and skin.
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Absolute Threshold
•The absolute threshold is the lowest level at
which an individual can experience a
sensation.
•The point at which a person can detect a
difference between something and nothing
•Circumstances can increase absolute
threshold (i.e., senses tend to become
increasingly dulled)
•Sensory adaptation?
–Increase or decrease sensory input
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Differential Threshold /Just
Noticeable Difference (J.N.D.)
Smallest or Minimal
Which is
difference that can be
which?
detected between two similar
stimuli
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•A theory concerning
the perceived
differentiation between
similar stimuli of
varying intensities (i.e.,
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 8
of the J.N.D.
Marketers 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 9
Stimuli that are too weak or too brief to be
consciously perceived
Is it effective?
Extensive research has shown no evidence that
subliminal advertising can cause behavior
changes
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Aspects of Perception
Selection
Organization
Interpretation
Perceptual Selection 11
Expectations
Motives
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Perceptual Selection Concepts
Selective Perceptual
Exposure Defense
Selective Perceptual
Attention Blocking
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Consumers seek
out messages
Selective which:
Exposure are pleasant
can sympathize
Reassure them of
good purchases
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Selective Heightened
Attention awareness
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Screening out
Perceptual of stimuli which
are threatening
Defense after exposure
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Perceptual Blocking
Consumers avoid being
bombarded by tuning out
Perceptual
Block from conscious
Blocking awareness
Organization 17
Organization refers to how people organize
stimuli into groups and perceive them as a
whole. This is referred to as Gestalt which
means pattern in German.
There are three major principles of
perceptual organization, including:
Figure and ground
Grouping
Closure
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People tend to organize perceptions
into figure-and-ground relationships.
Contrast
Figure and The ground is usually hazy.
ground Marketers usually design so the figure
is the noticed stimuli.
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People group stimuli
to form a unified
impression or
Grouping concept.
Grouping helps
memory and recall.
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People have a need for
closure and organize
perceptions to form a
complete picture.
Closure Will often fill in missing
pieces
Incomplete messages
remembered more than
complete
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• Physical
Appearances
• Stereotypes
• First
Interpretation
Impressions
• Jumping to
Conclusions
• Halo Effect
• Product Positioning
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and Repositioning
• Positioning of
Services
Issues In Consumer
• Perceived Price
Imagery • Perceived Quality
• Retail Store Image
• Manufacturer
Image
• Perceived Risk
Seek Information
Stay Brand Loyal
How Select by Brand Image
Consumers Rely on Store Image
Handle Risk
Buy the Most Expensive Model
Seek Reassurance
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Positioning Techniques
• Umbrella • Taking an Unowned
Positioning Position
• Positioning Against • Positioning for
Competition Several Positions
• Positioning Based • Repositioning
on a Specific Benefit
