Basic Concepts of Perception

1.Sensation

2.Absolute Threshold

3.Differential Threshold

4.Subliminal Perception
 2. Absolute Thresholds

• The minimum level of stimulus needed for it to be

perceived i.e., the point of detecting a difference
between something & nothing of a stimulus.

• For example: the point at which one can first see the
billboard on a high way. Before that point the billboard is
below the absolute threshold.
• Two people riding together may first spot the billboard at
different times (i.e., at different distance). So they have
have different absolute thresholds.

• Under conditions of constant stimulation (driving thro a

corridor of billboards) the absolute threshold increases ::
“Getting used to” a hot bath, a cold shower etc.
 3. Differential Thresholds

The minimum difference that can be

detected between two similar stimuli is
known as the differential stimuli or the
j.n.d. (just noticeable difference).

The minimum detectable difference.

 Weber’s Law

• The amount of change that is necessary to be noticed is

systematically related to the intensity of the original stimulus.

• The stronger the initial stimulus, the greater a change must be for
it to be noticed

• Mathematically: Δs
K=
S
– K = A constant (varies across senses)
– Δs = the smallest change in stimulus capable of being detected.
– S = the initial stimulus value
• To illustrate, imagine that consumer testing found that 1 gm

would need to be added to a 10 gm package before

consumers could notice that the two packages weighed

different amounts.

• Suppose we now have a 50 gm box and want to know how

much we must add before consumers could detect a

difference?
Example of Differential Threshold

1. A black & white television commercial. (Levi’s

black & white ad)

2. Cadbury’s relaunch version of “Dairy Milk”.

3. Jenson and Nicholson’s full page ad.

5. Advertorial (Reader’s Digest)

6. LG is expensive
Gradual Changes
in Brand Name
Fall Below the
J.N.D.
 Marketing Applications of JND

• Pricing:
– When raising the price, try to move .............
• Sales promotion:
– Make coupons ___________ than the JND.
• Product:
– Make decreases in size of food product _______ than JND.
– When the word new is used, product change is ______ than JND.
• Packaging:
– To update package styling & logo keep ________ the JND.
– To change image, make styling changes ________ than the JND.
 4. Subliminal Perception

Occurs when the stimulus is below the

level of the consumer’s awareness.

 Stimulus Organisation

• Consumers show a tendency to organise various stimuli into groups and

perceive them as unified whole objects.
• Closure Principle: Consumers tend to perceive an incomplete picture as
complete. E.g., Herohonda ad.
• Principle of Grouping: Consumers tend to group stimuli. E.g., Pepsi has
associated itself with Indian Cricket; Axe effect are best for youth
• Figure-ground Principle: Combo of dominant i.e., figure (message) and
secondary background stimulus i.e., ground (jingle, humour, graphics etc).
E.g., Airtel ad having A R Rahman's music
 Principle of Closure

This Land Rover ad illustrates the use of the principle of closure, in which
people participate in the ad by mentally filling in the gaps in the
sentence.
 Principle of Grouping

• Proximity
– Seeing 3 pair of lines in A.
• Similarity
– Seeing columns of orange and
red dots in B.
• Continuity
– Seeing lines that connect 1 to
2 and 3 to 4 in C.
• Closure
– Seeing a horse in D.
 Figure-ground Principle

This billboard for Wrangler jeans makes creative use of the

figure-ground principle.
MOTIVATION
 Motivation

“. . . an inner state of arousal [drive] that

[creates] . . . energy to achieve a goal.”
 Consumer Motivation

Meaning: to understand why consumers do what

they do. i.e., why do people buy our product.

Goal of marketing is to satisfy consumer’s needs.

 Simple Model of Motivation

NEEDS DRIVES GOALS

(Desires or Wants) (Motives) (Incentives)

Need for Hunger Pizza, Coca-Cola

food & water &
Thirst drives
 NEED TYPES

• Primary (Psychological i.e., thirst, hunger and sex)

• Secondary (Acquired i.e., sense of belongingness, status and self-
esteem)
• Consumers may be unaware about secondary needs so symbolism is
attached with brands. E.g., Louis Philip, Park Avenue in apparel,
Mercedes in automobile and Fast Track in watch reflect symbolism.
• Research supports this. For e.g., Liril soap was launched in 70’s after a
research that housewives had a distinctive need for fantasizing. Ad of
Liril captured that- waterfall, freshness (green) & carefree attitude of
model.
Changing Consumer Needs
THEORIES OF MOTIVATION
Maslow’s Hierarchy of Needs

To earn a PhD / to win gold medal

/ To serve nation as politician
/ to play for country / become a great
musician, actor

Cars / furniture / credit cards

/ luxury products

Superior clothing / clubs

/ entertainment

Insurance / investments /
helmet / seat belt / anti-virus

Basic food / clothing

/ drinks / sex
 Need Hierarchy Theory & Marketing

• Marketers should not promise what they cannot deliver or

create unrealistic expectations
• An useful framework for developing advertising appeals.
• Is often used as a basis for market segmentation, with
specific Ad appeals directed to one or more need-segment
levels.
• Works well in developing positioning strategies (to find a
niche – an unsatisfied need).
Appeal to Egoistic Needs
Appeal to Self-
Actualization

Ad for an athletic shoes “converse”

 A Trio of Needs (McClelland)

* Power
- individual’s desire to control environment

* Affiliation
- need for friendship, acceptance, and belonging
- to be in the company of other people
- products are consumed in groups (team sports, shopping
malls)

* Achievement
- need for personal accomplishment
- closely related to egoistic and self-actualization needs
Appeal to
Power
Needs
 United colours of Benetton
Appeal to
Affiliation
Needs
 Appeal to
Achievement
Needs
Thank You