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Perception
Consumer Perception and Positioning

Process by which individuals select, organize, and interpret

stimuli into a meaningful and coherent picture of the world.

“how we see the world around us.”

Example: Visual Identity Sensation

The immediate and direct response of the sensory organs

to stimuli (units of input to the senses, as captured by the
sensory receptors).

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Sensory Input Breakout Room

• Sight • Identify how the five senses are or can be used in

• Scent marketing to influence consumer behavior?
• Touch
• Sound
• Taste
• Impact on Culture

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Threshold Differential Threshold

• Absolute threshold is the lowest level at which an individual • Minimal difference that can be detected between two
can experience a sensation. similar stimuli
• Also known as the just noticeable difference (the j.n.d.)

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Differential Threshold Weber’s Law

• Pricing • The j.n.d. between two stimuli is not an absolute amount

• Logos but an amount relative to the intensity of the first stimulus
• Product Improvements • Weber’s law states that the stronger the initial stimulus, the
• Packaging greater the additional intensity needed for the second
stimulus to be perceived as different.

Marketing Applications of the J.N.D. Discussion

• Marketers need to determine the relevant j.n.d. for their How might a cereal manufacturer such as Kellogg’s use the
products j.n.d. in terms of:
– so that negative changes are not readily discernible to • Product decisions
the public • Packaging decisions
– so that product improvements are very apparent to • Advertising decisions
consumers

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Subliminal Perception
• What is subliminal perception?
• Is it effective?
Perceptions Are Affected by…
• Expectations
• Motivations
• Selective Perception
– Selective Exposure
– Selective Attention
– Perceptual Defense
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Discussion
• Why consumers notice some stimuli but not others?
• What marketing stimuli do you remember from your day
so far?
• Why do you think you selected these stimuli to perceive
and remember?
Selective Exposure
• Consumers seek out messages which:
– Are pleasant
– They can sympathize
– Reassure them of good purchases
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Selective Attention Perceptual Defense

• Heightened awareness when stimuli meet their • Screening out of stimuli which are threatening

needs
• Consumers prefer different messages and
medium

Perceptual Organization

• Gestalt
psychology
• Figure and ground
• Grouping
• Closure

whole is greater than the sum of its parts, and it looks for patterns and 
configurations that affect the interpretation of information.

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Product Placement

Figure and Ground

Marketers “disguise” promotional cues by integrating
products (i.e., “figures”) into TV shows, films, or other
entertainment content (i.e., “grounds”) or building
entertainment content around products

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https://www.youtube.com/watch?v=VofN1x93TG0

Intrinsic and Extrinsic Cues

• Intrinsic – physical characteristics of the product

• Extrinsic – not inherent in the product

Interpretation

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Perceptual Interpretation

• Stereotyping
• Triggers
– Physical appearance
– Descriptive terms
– First impressions
– Halo Effect

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Consumer Imagery: Perceived Value Discussion

• Reference price • Masstige!

• Price-quality relationship • Mass to premium
• Positioning
• Brand Image
• Packaging
• Retail Store Image
• Company Image

Discussion
Elements of Perceived Risk

Think of a recent purchase that you considered risky. What • Functional risk

type(s) of risk was (were) involved? How did you handle • Physical risk

the risk? Explain. • Financial risk

• Psychological and social risk
• Time risk

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How Consumers Handle Risk Test Your Perception

• Selective Attention
• Information
• Exposure
• Brand loyalty
• Organization
• Store image
• Interpretation
• Price-quality relationship

• https://www.youtube.com/watch?v=ubNF9QNEQLA

Positioning Umbrella Positioning

• Umbrella positioning is a statement or slogan that

The process by which a company creates a distinct image
describes the universal benefit of the company’s offering.
and identity for its products, services, or brands in
consumers’ minds.

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Premier Positioning Other Positioning Methods

• Premier positioning focuses on the brand’s exclusivity. • Positioning against the competition
• Key attribute
• Un-owned positioning
• Repositioning

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Perceptual Map

• Perceptual mapping is constructing a map-like diagram

representing consumers’ perceptions of competing brands
along relevant product attributes.

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Lets test your awareness once more!

https://www.youtube.com/watch?v=14Nb45CS9og

Revisit Motivation

• https://www.youtube.com/watch?v=FnebH6e3dNI

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