Chapter 5

Consumer Perception

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das

Copyright © 2006
Pearson Education Canada Inc.
 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,

including the process that preceded it

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 Sensation

 The immediate and direct response

of the sensory organs to stimuli.
 A perfectly unchanging
environment provides little to no
sensation at all!

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SENSASI
 Immediate response of sensory receptors to a
stimulus
 Bagaimana supaya terjadi sensasi? Stimuli anda
(produk, harga, promosi) minimal harus
memenuhi absolute threshold, yaitu:
1. Ukuran stimuli minimal yang dapat ditangkap
panca indra.
2. Perbedaan minimal antara stimuli dengan
lingkungannya yang dapat ditangkap panca indra.
3. Batas antara “ada” atau “tidak ada” stimuli
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 Subliminal Perception

 Perception of very weak or rapid

stimuli received below the level of
conscious awareness
http://www.thoughtscan.com/

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Subliminal Perception
 Stimuli samar2 adalah stimuli yang ukuran atau perbedaan
dengan lingkungannya terlalu kecil untuk ditangkap panca
indra
 Stimuli samar2 menghasilkan subliminal perception
 Terdapat pro-kontra tentang keefektifan subliminal
perception
 Yang pro mengatakan subliminal perception bermanfaat,
dengan catatan:
1. Kalau bersifat sensual (menggunakan unsur sensualitas)
2. Kalau audiens merasa surprise apabila menemukan stimuli samar2

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 Is Subliminal Persuasion
Effective?
 Extensive research has shown no
evidence that subliminal
advertising can cause behaviour
changes
 Some evidence that subliminal
stimuli may influence affective
reactions
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Differential Threshold or j.n.d

 Theminimal difference between

two similar stimuli that can be
detected by the audiences or
consumers

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Differential threshold atau j.n.d
(just noticable difference)
 Bagaimana supaya terjadi sensasi? Stimuli anda
(produk, harga, promosi) minimal harus
memenuhi differential threshold, yaitu: perbedaan
minimal stimuli yang sama yang dapat dideteksi
sensory receptors. Pada konteks ini stimuli sudah
berubah. Jadi, differential threshold berkaitan
dengan dengan perbedaan minimal awal (Io) dan
stimuli setelah berubah (I1) yang dapat dideteksi
sensory receptors
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 Perubahan positif (perubahan yang menambah
nilai) sebaiknya memenuhi atau melebihi
differential threshold atau j.n.d
 Perubahan negative (perubahan yang mengurangi
nilai) sebaiknya tidak mencapai differential
threshold atau j.n.d
 Nilai=Manfaat-Biaya atau Manfaat/Biaya

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 Weber’s Law

 thestronger the initial stimulus, the

greater the additional intensity
needed for the second stimulus to
be perceived as different

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 Marketing Applications
of the JND
 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

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 Aspects of Perception

Selection

Organization

Interpretation

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 Perceptual Selection
 Conscious and unconscious
screening of stimuli

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 Perceptual Selection

 Dependson three major factors

–Consumer’s previous experience
–Consumer’s motives
–Nature of the stimulus

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Concepts Concerning Selective
Perception

 Selective Exposure
 Selective Attention
Gestalt  Perceptual Defense
Psychology  Perceptual Blocking

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 Bagaimana supaya terjadi selection? Atau bagaimana
supaya stimuli mengalami selection?
1. Selection tergantung pada dua faktor, yaitu: (1) faktor
pemersepsi (pengalaman dan kebutuhan) dan (2) faktor
stimulus (ukuran dan keunikan)
2. Kita juga dapat menggunakan prinsip2 gestalt psychology
untuk menjelaskan selection, yaitu: selective exposure,
selective attention, perceptual defense dan perceptual
blocking

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 Perceptual Selection – Cont’d

 Selective exposure
– Consumers actively choose stimuli
that they want to see
 Selective attention
– Consumers decide how much
attention they will pay to a stimulus
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Perceptual Selection – Cont’d

 Perceptual defence
– Consumers screen out
psychologically threatening stimuli
 Perceptual blocking
– ‘tuning out’ of stimuli

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 Principles of Perceptual
Organization
 Figure and ground
– Definition of figure depends on the
background
 Grouping
– Information is organized into chunks
 Closure
– Incomplete stimuli create tension
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 Interpretation: Comparing
properties of the stimuli with
criteria reside in our mind

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Interpretasi

 Membandingkan karakteristik
stimuli dengan kriteria penilaian
yang tersimpan dalam otak

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Perceptual Interpretation

 Physical Appearances
 Stereotypes
 FirstImpressions
 Descriptive terms
 Halo Effect

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 Perceptual Interpretation
Perceptual Interpretation Evaluation is based
on just one
Physical dimension, such as
Apprearances bran name
Hallo
Stereotypes First effect
Cowok
Impressions
suksespenam
pilan keren. Peoples tend Make conclusion based-on
Penampilan to carry first impressive atributes, Descritive term
kerensukses picture in without clear understanding
their minds of relevant and important
Conclusion based on
about various attributes
verbal massage: “He drives
stimuli
like a man” 32
QUESTION
1. Why people can perceive the same object
differently?
2. Explain the differences between absolute threshold
and differential threshold.
3. How do you implement the concept of differential
threshold for positive and negative changes in
marketing?
4. Does subliminal advertising work? It is based on
subliminal perception.
5. Explain factors that cause perceptual distortions
6. What stimuli-related factors should be managed in
order to stimulate selection?
P.Konsumen/S1/2008
33
5. Explain consumer-related factors that influence
stimuli selection.
6. Explain product-related factors that influence
stimuli selection
7. Can you explain the mechanism of stimuli
organization proposed by Gestalt Psychology?
8. How consumer interpret the stimuli?

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