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Consumer Perception (Marketing Subject)
Consumer Perception (Marketing Subject)
Perception:
Example of Drone attacks to curb war or terror
Consumer Perception
Perception
A process by which consumers select and
organize stimuli, so as to provide themselves with
a meaningful and coherent view of the world
Assigning meaning and incorporating it into their
world
Part of the Information Processing process
More than sensing something (Needs, Values and
expectations)
Consumer Perception
Perception
Deals with the first two steps
Consumer Perception
Exposure Information
Consumers are exposed to virtually an infinite
amount of information
Non-marketing
Marketing
Consumers self select the information for which
they come into contact
Some consumers never watch CNN will never be
come into contact commercials (marketing stimuli) that
run on this network
Consumer Perception
Is it difficult to achieve exposure?
What percent of individuals watching TV actually watch the
commercials?
Estimates range from 20% to 80% (best guess is 41%)
Radio estimates are even slightly lower (i.e., about 40% listeners
actually listen to a commercial)
Consumer Perception
How do consumers decide?
Sensation (raw sensory response to a stimulus), is needed to
(Blind)
Webers Law
Ability to note a change in a stimulus, depends on
its initial level
Example:
$500 increase in the price of a car
$500 increase in the price of a personal computer
P (notice a stimulus change) = Change in stimulus
/Initial level of stimulus
Perceptual Selection
Selective Attention
Definition -- allocation of processing capacity to an
incoming stimulus
Dimensions
Direction -- object of focus
Intensity -- amount of capacity
Importance -- Use of humor (or emotion) in an ad
Cs may be intense, but be directed to the emotion
Consumer Perception
Attention
Ad Clutter -- Even when forced to focus on ads,
Cs best remember first & last ads in a pod, well;
best remember stand alone ads
Does attention guarantee success?
Shadowing experiment results say not necessarily
Cs could tell that humans were talking
Cs could detect male and/or female voice
Cs could not tell the content of the message
Key is not to tradeoff direction for intensity
Perceptual Selection
Perceptual Defense:
Moral obligation regarding damaging
products
Explosion, Messages Vs Pictorial Presentation
Perceptual Blocking
Perceptual Organization
Questions/Answers