6

Consumer Perception
Perception is reality.
- Louis Cheskin

Perception is a subjective approximation of reality.

Introduction

To the marketer, consumers perceptions are much more important than their knowledge of objective reality. Hence, it is important for marketers to understand the notion of perception to determine more readily what factors influence consumers to buy. Marketers create and shape consumers perceptions through positioning and advertising.

Perception Process

Sensory Dynamics of Perception

Perception is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. Sensation is the immediate and direct response of the sensory organs to stimuli Absolute threshold is the lowest level of stimulation that can be detected by an individuals sensory receptors. (This is lower than sensory threshold, which is the minimum required for perception) Sensory adaptation getting used to certain levels of stimulation and no longer seeing them

Sensory Dynamics of Perception

Differential Threshold or Just Noticeable Difference (JND) is the minimal difference that can be detected between two similar stimuli Webers Law: Stronger the initial stimulus, greater the intensity of thei second stimulus K I needed to be perceived as different

Subliminal Perception: Stimulus is beneath the threshold of conscious awareness, but not beneath the absolute threshold of the receptors involved

Elements of Perception

Perception is not an element of sensory input alone. The interaction of (1) physical stimuli and (2) predispositions based on previous experience produces for each of us a very private, very personal view of the world

Elements of Perception Perceptual Selection

Which stimuli get selected depends on 1. Nature of the Stimulus: Contrast is one of the most attention-compelling attributes of as stimulus 2. Expectations: What people see depends on familiarity, previous experience & conditioning. However, stimuli that conflict sharply with expectations may receive more attention 3. Motives: People tend to perceive things that they need or want. Helps in segmentation & targeting Selective Perception through (1) selective exposure, (2) selective attention, (3) perceptual blocking and (4) perceptual defence

Elements of Perception Perceptual Organization

People tend to organize stimuli and perceive them as a unified whole. Gestalt Psychology three basic principles of perceptual organization Figure & Ground: Figures that contrast with their environment are more likely to be noticed Grouping: Stimuli are perceived as groups rather than as discrete bits Closure: Incomplete stimuli are organized to form a complete picture. The need for closure tension

ingle ells, ingle ells.

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Elements of Perception Perceptual Interpretation

Interpretation of stimuli too is uniquely individual. Projective tests help to understand interpretation of ambiguous and weak stimuli Stereotypes: Biased mental pictures and meanings of various stimuli Factors that trigger stereotypes are: (1) Physical appearances, (2) descriptive terms, (3) first impressions, and (4) halo effect

Elements of Perception Perceptual Interpretation Stereotypes

Physical appearances: Attractive models for enhancement products (not for problemsolving products) Descriptive terms: Elaborate descriptions and distinct brand names. Instrumental scripts (for boys) and communal scripts (for girls) First impressions: Often long lasting and difficult to dispel Halo effect: Evaluation of a single object on multiple dimensions is based on evaluation of just one dimension

Embedding is a process by which tiny figures, shapes or letters are inserted into print advertising using high speed photography or airbrushing (or even low level sounds in

Embedding

Applications of Touch Perceptions

Kansai engineering: A philosophy that translates customers feelings into design elements. Mazda Miata designers discovered that making the stick shift (shown on the right) exactly 9.5 cm long conveys the optimal feeling of sportiness and

Tactile Quality Associations

Tactile Oppositions in Fabrics
Perception High class Low class Male Wool Denim Heavy Female Silk Cotton Light Coarse Fine

INTERPRETATION SEMIOTICS Semiotics is the science of symbols; in marketing, the study of how consumers interpret the meanings of symbols. Semiotics comprises three elements object, sign & interpretant.

COMMON PERCEPTIONS OF COLOURS

COLOUR PERCEPTIONS MARKETING EXAMPLES

Power, confidence, courage

Red

Excitement, action, vitality

Heat, joy, passion, love Danger, caution, fear Nature, freshness Health, food

Green

Calm, cool, soothing

Sharing, responsive Envy, greed, jealousy, money Cold, cool Tranquility, patience, acceptance

Blue

Authoritative, respectable Understanding, cooperative

Sad, depressed, passive

COMMON PERCEPTIONS OF COLOURS (Contd..)

COLOUR PERCEPTIONS MARKETING EXAMPLES

Steadfastness, confidence, courage

Orange

Friendliness, cheerfulness, warmth

Excitement, energy Ignorance, inferiority, sluggishness Brightness, intelligence Joy, spring time

Yellow

Caution, organization
Criticism, cynicism, laziness Prestigious, sophisticated, classy

Black Clear/ White

Serious, committed Coldness, evil, death, ignorance Pure, fresh, clean Goodness, easy

Winter, cold, distant, blind

PERCEPTUAL MAP FOR AUTOMOBILES