CHAPTER

FIVE

CONSUMER
PERCEPTION
 Learning Objectives
1. To Understand the Sensory Dynamics of
Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of Consumer
Imagery and Their Strategic Applications.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 2
 Perception

• The process by which an individual selects, organizes,

and interprets stimuli into a meaningful and coherent
picture of the world

• Elements of Perception
– Sensation
– Absolute threshold
– Differential threshold
– Subliminal perception

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 3
 Sensation

• Sensation is the immediate and direct

response of the sensory organs to stimuli
– A stimulus is any unit of input to any of the senses.

• The absolute threshold is the lowest level at

which an individual can experience a
sensation.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 4
 Differential Threshold
(Just Noticeable Difference – J.N.D.)
• Minimal difference that can be detected between
two similar stimuli

• Weber’s law
– The j.n.d. between two stimuli is not an absolute amount
but an amount relative to the intensity of the first stimulus

– The stronger the initial stimulus, the greater the additional

intensity needed for the second stimulus to be perceived
as different.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 5
 Marketing Applications
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

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 6
 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

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 7
 Subliminal Perception

• Stimuli that are too weak or too brief to be

consciously seen or heard
– They may be strong enough to be perceived by one or
more receptor cells.

• Is it effective?
– Extensive research has shown no evidence that
subliminal advertising can cause behavior changes
– Some evidence that subliminal stimuli may influence
affective reactions

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 8
 Aspects of Perception

Selection

Organization

Interpretation

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 9
 Perceptual Selection
Selection Depends Upon:
• Includes the product’s physical attributes,
Nature of the package design, brand name, advertising
stimulus and more…

• Based on familiarity, previous experience

Expectations or expectations.

Motives • Needs or wants for a product or service.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 10
Some Marketing Variables Influencing
Consumer Perception
• Nature of Product
• Physical Attributes of Product
• Package Design
• Brand Name
• Advertisements & Commercials
• Positioning of the Ad
• Editorial Environment
 Why Are Consumers
Likely to Notice This Ad?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 12
 The Attention-Getting Nature of a
Dramatic Image

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 13
 Discussion Questions
• What marketing stimuli do you remember
from your day so far?

• Why do you think you selected these stimuli to

perceive and remember?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 14
 Perceptual Selection
Important Concepts

Selective Selective Perceptual Perceptual

Exposure Attention Defense Blocking
• Consumers • Heightened • Screening out • Consumers
seek out awareness of stimuli avoid being
messages when stimuli which are bombarded
which: meet their threatening by:
• Are needs • Tuning out
pleasant • Consumers • TiVo
• They can prefer
sympathize different
• Reassure messages and
them of medium
good
purchases

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 15
 Organization

Principles • People tend to organize

perceptions into figure-
• Figure and
and-ground
ground relationships.
• Grouping
• Closure • The ground is usually
hazy.

• Marketers usually
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall design so the figure is
Chapter Six Slide 16
 Organization
Principles

• Figure and • People group stimuli

ground to form a unified
• Grouping impression or
• Closure concept.

• Grouping helps
memory and recall.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 17
 Organization

Principles • People have a need for

closure and organize
• Figure and perceptions to form a
ground complete picture.
• Grouping
• Will often fill in
• Closure
missing pieces
• Incomplete messages
remembered more than
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall complete Chapter Six Slide 18
What Element of Perceptual Organization Is
Featured in This Ad?

19
Closure

Chapter Six Slide 20

 Discussion Question

• Do you agree you remember more of what you

have NOT completed?

• How might a local bank use this in their

advertising?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 21
 Interpretation

• People hold
Stereotypes
Stereotypes meanings related to
stimuli
Physical Appearances
Physical Appearances
Descriptive Terms
Descriptive Terms
First Impressions
First Impressions
Halo Effect
Halo Effect

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 22
 Interpretation

• Positive attributes of
Stereotypes
Stereotypes
people they know to
PhysicalAppearances
Physical Appearances those who resemble
them
DescriptiveTerms
Descriptive Terms

FirstImpressions
First Impressions • Important for model
selection
Halo Effect
Halo Effect

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 23
 Interpretation

• Verbal messages
Stereotypes reflect stereotypes
Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 24
 How Does This Ad
Depict Perceptual Interpretation?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 25
It Contrasts the Powerful Durango with Less Rugged Referred
to in the Ad as the “Land Of Tofu.”

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 26
 Issues In Consumer Imagery
• Product Positioning and Repositioning
• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturers Image
• Perceived Risk
 Establishing a specific image
Positioning for a brand in relation to
competing brands.
 Changing the way a product
is perceived by consumers in
Reposition
relation to other brands or
product uses.
 A research technique that
enables marketers to plot
Perceptual graphically consumers’
Mapping perceptions concerning
product attributes of specific
brands.
Perceptual Map (continued)
Situation Analysis For Beverage Study:
Perceptual Map
Non-Diet
*
* Sprite Seven-up
*
Cherry Coke * Crush
* * * Mello Yello
* Shasta Minute
Pepsi
* Maid
Coke

Cola Non-Cola

*
Diet Pepsi *
Diet Sprite
*
Diet Coke *
Diet Mello Yello

Diet
 Issues in Perceived Price
• Reference prices(comparing and referencing
different prices in the minds)
• Tensile(non-specified) and objective(specified)
price claims
 Any price that a consumer
Reference uses as a basis for
Price comparison in judging
another price.
 Reference Prices
• External Reference Price(based on the price in
the world likely other countries)
• Internal Reference Price(based on alternatives
which are under priced)
Tensile and Objective Price Claims

• Evaluations least favorable

for ads stating the minimum
discount level

• Ads stating maximum

discount levels are better
than stating a range
 Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship
 Physical characteristics of
the product (such as size,
Intrinsic color, flavor, or aroma) that
Cues serve to influence the
consumer’s perceptions of
product quality.
 Cues external to the product
(such as price, store image,
Extrinsic or brand image) that serve to
Cues influence the consumer’s
perception of a product’s
quality.
 The perception of price as an
indicator of product quality
Price/Quality
(e.g., the higher the price,
Relationship
the higher the perceived
quality of the product).
 The degree of uncertainty
perceived by the consumer
Perceived
as to the consequences
Risk
(outcome) of a specific
purchase decision.
Types of Perceived Risk

• Functional Risk
• Physical Risk
• Financial Risk
• Psychological Risk
• Time Risk
 How Consumers Handle Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance