Chapter 6

CHAPTER
SIX
Consumer Perception
Learning Objectives
1. To Understand the Sensory Dynamics of

Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of Consumer
Imagery and Their Strategic Applications.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 2
Perception
• The process by which an

individual selects, organizes,
and interprets stimuli into a
meaningful and coherent
picture of the world
• Elements of Perception
– Sensation
– Absolute threshold
– Differential threshold
– Subliminal perception
Sensation
• Sensation is 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.
Differential Threshold
(Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected
between two similar stimuli
• 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
– The stronger the initial stimulus, the greater the
additional intensity needed for the second
stimulus to be perceived as different.
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
Discussion Question
• How might a cereal

manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms of:
– Product decisions
– Packaging decisions
– Advertising decisions
– Sales promotion decisions
Subliminal Perception
• Stimuli that are too weak or too brief to be

consciously seen or heard
– They may be strong enough to be perceived by
one or more receptor cells.
• Is it effective?
– Extensive research has shown no evidence that
subliminal advertising can cause behavior changes
– Some evidence that subliminal stimuli may
influence affective reactions
Aspects of Perception
Selection
Organization
Interpretation
Perceptual Selection
Selection Depends Upon:
Nature of the • Includes the product’s physical attributes,
package design, brand name, advertising and
stimulus more…
• Based on familiarity, previous experience or

Expectations expectations.
Motives • Needs or wants for a product or service.
Why Are Consumers
Likely to Notice This Ad?
The Attention-Getting Nature of a
Dramatic Image
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?
Perceptual Selection
Important Concepts
Selective Selective Perceptual Perceptual
Exposure Attention Defense Blocking
• Consumers • Heightened • Screening out • Consumers
seek out awareness of stimuli avoid being
messages when stimuli which are bombarded
which: meet their threatening by:
• Are needs • Tuning out
pleasant • Consumers • TiVo
• They can prefer
sympathize different
• Reassure messages
them of and medium
good
purchases
Organization
Principles
• People tend to organize
perceptions into figure-
• Figure and ground and-ground relationships.
• Grouping • The ground is usually hazy.
• Closure • Marketers usually design
so the figure is the noticed
stimuli.
Organization
Principles
• Figure and ground • People group stimuli to

• Grouping form a unified
• Closure impression or concept.
• Grouping helps memory
and recall.
Organization
Principles • People have a need for

closure and organize
• Figure and ground perceptions to form a
• Grouping complete picture.
• Will often fill in missing
• Closure
pieces
• Incomplete messages
remembered more than
complete
What Element of Perceptual
Organization Is Featured in This Ad?
Closure
Discussion Question
• Do you agree you remember more of what

you have NOT completed?
• How might a local bank use this in their
advertising?
Interpretation
• People hold meanings

Stereotypes related to stimuli
Stereotypes
Physical
PhysicalAppearances
Appearances
Descriptive
DescriptiveTerms
Terms
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Interpretation
• Positive attributes of
Stereotypes people they know to
Stereotypes
Physical Appearances those who resemble
Physical Appearances them
Descriptive • Important for model
DescriptiveTerms
Terms
selection
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Interpretation
• Verbal messages reflect

Stereotypes stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
How Does This Ad
Depict Perceptual Interpretation?
It Contrasts the Powerful Durango with Less Rugged
Referred to in the Ad as the “Land Of Tofu.”
Interpretation
• First impressions are

Stereotypes lasting
Stereotypes
Physical Appearances • The perceiver is trying
Physical Appearances to determine which
Descriptive stimuli are relevant,
DescriptiveTerms
Terms
important, or predictive
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Interpretation
• Consumers perceive and

Stereotypes evaluate multiple
Stereotypes
Physical Appearances objects based on just
Physical Appearances one dimension
Descriptive
DescriptiveTerms
Terms
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Product Positioning
• Establishing a specific image for a brand in the

consumer’s mind in relation to competing
brands
• Conveys the product in terms of how it fulfills
a need
• Successful positioning creates a distinctive,
positive brand image
Which Concepts of Perception Are
Applied in These Ads?
The Principle Of Contrast
Packaging as a Positioning Element
• Packaging conveys the image that the brand

communicates to the buyer.
• Color, weight, image, and shape are all
important.
• Repositioning might be necessary because:
– Increased competition
– Changing consumer tastes
Perceptual Mapping
• An analytical technique that enables

marketers to plot graphically consumers’
perceptions concerning product attributes of
specific brands
Perceptual Mapping
Figure 6.9
Positioning of Services
• Image is a key factor for services

• Services often want a differentiated
positioning strategy to market several
versions of their service to different markets.
Which Elements of This Ad Convey the
Restaurant’s Perceptual Position and How?
The Steak Knife and the Reference to Vegetarians
Convey The Position of the Restaurant as a
Well-Established Steakhouse
Perceived Price and Perceived Quality
• Reference prices – used as a basis for

comparison in judging another price
– Internal
– External
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
Three Pricing Strategies
Focused on Perceived Value - Table 6.4
Pricing Strategy Provides Value By… Implemented As…
Satisfaction-based Recognizing and reducing Service guarantees

pricing customers’ perceptions of Benefit-driven pricing
uncertainty, which the intangible Flat-rate pricing
nature of services magnifies
Relationship pricing Encouraging long-term Long-term contracts
relationships with the company Price bundling
that customers view as beneficial
Efficiency pricing Sharing with customers the cost Cost-leader pricing

savings that the company has
achieved by understanding,
managing, and reducing the costs
of providing the service
Measuring Perceptions of
Brand Luxury
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
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.)
How Can This Ad Affect the Service’s
Perceived Quality?
It Uses a Process Dimension in Advertising a
Newly-Formed Business Class on an Airline
Discussion Questions
• When have you used

price as an indicator
of quality?
• Were you correct?
Which of the Ad’s Elements Conveys the
Product’s Quality?
The Slogan on the Ad’s Bottom Left
Reads “Perfection Has Its Price”
Retail Store Image
Brands Level of
Prices
carried service
Store Product
Clientele
ambiance assortment
Discounts
Manufacturer’s Image
• Favorable image tied to new product

acceptance
• Companies sponsor community events to
enhance images
• Product and institutional images
Perceived Risk
• The degree of uncertainty perceived by the

consumer as to the consequences (outcome) of a
specific purchase decision
• Types
– Functional Risk
– Physical Risk
– Financial Risk
– Social Risk
– Psychological Risk
– Time Risk
How Consumers Handle Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as

Prentice Hall

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CHAPTER

1. To Understand the Sensory Dynamics of

• The process by which an

• Sensation is the immediate and direct

• How might a cereal

• Stimuli that are too weak or too brief to be

• Based on familiarity, previous experience or

Motives • Needs or wants for a product or service.

• What marketing stimuli do you remember

• Figure and ground • People group stimuli to

Principles • People have a need for

• Do you agree you remember more of what

• People hold meanings

• Verbal messages reflect

• First impressions are

• Consumers perceive and

• Establishing a specific image for a brand in the

• Packaging conveys the image that the brand

• An analytical technique that enables

• Image is a key factor for services

• Reference prices – used as a basis for

Satisfaction-based Recognizing and reducing Service guarantees

Efficiency pricing Sharing with customers the cost Cost-leader pricing

The perception of price as an indicator of

• When have you used

• Favorable image tied to new product

• The degree of uncertainty perceived by the

Copyright © 2010 Pearson Education, Inc. Publishing as

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