Chapter 6

Consumer Perception

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

 Chapter Outline
• Elements of Perception
• Aspects of Perception
– Selection
– Organization
– Interpretation

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 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

Sketchers
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 Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal perception

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 Sensation
• The immediate and direct response of
the sensory organs to stimuli
• A stimulus is any unit of input to any of
the senses.
• The absolute threshold is the lowest
level at which an individual can
experience a sensation.

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 Differential Threshold
• Minimal difference that can be detected
between two similar stimuli
• Also known as the just noticeable
difference (the j.n.d.)

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 Weber’s Law
• The j.n.d. between two stimuli is not an
absolute amount but an amount relative
to the intensity of the first stimulus
• Weber’s law states that the stronger 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 J.N.D.
• Marketers 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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 Subliminal Perception
• Stimuli that are too weak or too brief to
be consciously seen or heard may be
strong enough to be perceived by one
or more receptor cells.

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 Is Subliminal Persuasion
Effective?
• Extensive research has shown no
evidence that subliminal advertising
can cause behavior changes
• Some evidence that subliminal stimuli
may influence affective reactions

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 Aspects of Perception

Selection

Organization

Interpretation

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 Aspects of Perception

Selection

Organization

Interpretation

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 Perceptual Selection
• Consumers subconsciously are selective as
to what they perceive.
• Stimuli selected depends on two major
factors
– Consumers’ previous experience
– Consumers’ motives
• Selection depends on the
– Nature of the stimulus
– Expectations
– Motives

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 Discussion Questions
• What marketing stimuli do you
remember from your day so far?
• Why do you think you selected these
stimuli to perceive and remember?

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 Perceptual Selection

Concepts

• Selective • Consumers seek out

Exposure messages which:
• Selective – Are pleasant
– They can sympathize
Attention – Reassure them of
• Perceptual good purchases
Defense
• Perceptual
Blocking
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 Perceptual Selection

Concepts

• Selective • Heightened
Exposure awareness when
• Selective stimuli meet their
Attention needs
• Perceptual • Consumers prefer
Defense different messages
and medium
• Perceptual
Blocking
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 Perceptual Selection

Concepts

• Selective • Screening out of

Exposure stimuli which are
• Selective threatening
Attention
• Perceptual
Defense
• Perceptual
Blocking
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 Perceptual Selection

Concepts

• Selective • Consumers avoid

Exposure being bombarded
• Selective by:
– Tuning out
Attention
– TiVo
• Perceptual
Defense
• Perceptual
Blocking
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 Aspects of Perception

Selection

Organization

Interpretation

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 Organization

Principles

• Figure and • People tend to

ground organize perceptions
• Grouping into figure-and-ground
• Closure relationships.
• The ground is usually
hazy.
• Marketers usually
design so the figure is
the noticed stimuli.
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Lacoste’s campaign uses a very
plain ground so the symbol weblink

really shows.
 Organization

Principles

• Figure and • People group stimuli

ground to form a unified
• Grouping impression or
• Closure concept.
• Grouping helps
memory and recall.

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 Organization

Principles

• Figure and • People have a need for

ground closure and organize
• Grouping perceptions to form a
• Closure complete picture.
• Will often fill in
missing pieces
• Incomplete messages
remembered more
than complete
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 Aspects of Perception

Selection

Organization

Interpretation

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 Interpretation

Perceptual Distortion

• Physical • Positive attributes of

Appearances people they know to
• Stereotypes those who resemble
• First them
• Important for model
Impressions
selection
• Jumping to • Attractive models
Conclusions are more persuasive
• Halo Effect for some products
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 Interpretation

Perceptual Distortion

• Physical • People hold

Appearances meanings related to
• Stereotypes stimuli
• Stereotypes
• First
Impressions influence how
stimuli are perceived
• Jumping to
Conclusions
• Halo Effect
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 Interpretation

Perceptual Distortion

• Physical • First impressions

Appearances are lasting
• Stereotypes • The perceiver is
• First trying to determine
Impressions which stimuli are
relevant, important,
• Jumping to
or predictive
Conclusions
• Halo Effect
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 Interpretation

Perceptual Distortion

• Physical • People tend not to

Appearances listen to all the
• Stereotypes information before
• First making conclusion
• Important to put
Impressions
persuasive
• Jumping to
arguments first in
Conclusions advertising
• Halo Effect
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 Interpretation

Perceptual Distortion

• Physical • Consumers perceive

Appearances and evaluate multiple
• Stereotypes objects based on just
• First one dimension
• Used in licensing of
Impressions
names
• Jumping to • Important with
Conclusions spokesperson choice
• Halo Effect
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The halo effect
helps Adidas
break into new
product
categories.

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 Issues in Consumer Imagery
• Product Positioning and Repositioning
• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturer Image
• Perceived Risk

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 Positioning
• Establishing a specific image for a
brand in the consumer’s mind
• Product is positioned in relation to
competing brands
• Conveys the concept, or meaning, of
the product in terms of how it fulfills a
consumer need
• Result of successful positioning is a
distinctive, positive brand image

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 Positioning Techniques
• Umbrella • Finding an
Positioning “Unowned” Position
• Positioning against • Filling Several
Competition Positions
• Positioning Based • Repositioning
on a Specific Benefit

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 Positioning of Services
• Provide visual images and tangible
reminders of their service offerings.
• The design of service environment is
an important aspect of service
positioning strategy.

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 Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship

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Perceived Quality of Services
• Difficult due to characteristics of services
– Intangible
– Variable
– Perishable
– Simultaneously Produced and Consumed
• SERVQUAL scale used to measure gap
between customers’ expectation of service
and perceptions of actual service

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 Price/Quality Relationship
• The perception of price as an indicator
of product quality (e.g., the higher the
price, the higher the perceived quality
of the product.)

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