The Consumer Perception and

Motivation Process
Marketers use symbols to create meaning
By the end of the session participants will be able to :

1 Explain the consumer perception process translating stimuli into meaning.

2 Define the unconscious motives that drive behavior.

Perception

Select

Organize

Interpret
 From Sensation to Perception – The Perceptual Process

Stimuli Exposure /
Sensation Meaning
Sights
Sounds
Smells Sensory Receptors Attention Interpretation Response
Tastes
Textures

Perception
Hedonic Consumption and product design
Marketing Applications of Sensory Stimuli

Vision Smell Sound Touch Taste

• Advertising • Perceived
• Visual richness /
Elements in jingles to • Blind Taste
• Can Evoke quality of tests
Advertising maintain
memories material in
brand • Discover
• Store Design • Early awareness clothing /
bedding is consumer
• Package Associations preferences
• Background linked to the
• Product size Music feel
and style
Sensory Thresholds

Absolute Threshold

Minimum Amount of Stimulation can be detected

Differential Threshold

Ability of a sensory system to detect

changes or differences between two stimuli.
Logos with hidden messages
Attention: the degree to which consumers focus on stimuli within their range of exposure

Perceptual Selection Perceptual Vigilance Perceptual Defense Adaptation

• Customers
avoid being
overwhelmed • Customers
by advertising • Customers • Consumers
see what
Clutter More likely to no longer pay
they want to
attend to attention to a
• Attend to see and
stimuli related stimulus
only a small ignore what
to their because it is
portion of they don’t
current need. so familiar.
stimuli to want to see.
which they
are exposed
Interpretation
The meaning assigned to sensory stimuli

Object

Semiotic Relationships.

Sign Interpretant
 Perceptual Positioning
High Quality

Low Price High Price

Low Quality
Perceptual
Positioning
Strong Caffeine

Low Sugar High Sugar

Low Caffeine
Motivation Process :
The process that causes people to behave as they do

Need Drive Goal

- Utilitarian - The Consumer’s

desired end state
- Hedonic
MOTIVATIONAL STRENGTH

Biological needs that

Drive Theory produce unpleasant states of
arousal

Customers choose one

Expectancy theory
product over another
because we expect
this choice to have more
positive consequences
Motivational Conflict

Approach - Approach

Approach -Avoidance

Avoidance - Avoidance
Maslow Hierarchy
Quick Quiz