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

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 Sensation

• Sensation is the process by which our senses

gather information and send it to the brain.
– 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
 Subliminal Perception

Subliminal perception occurs whenever stimuli presented

below the threshold or limen for awareness are found to
influence thoughts, feelings, or actions.
• 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
stimulus

Expectations

Motives
 Why Are Consumers
Likely to Notice This Ad?

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The Attention-Getting Nature of a
Dramatic Image

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 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
 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 those who resemble
Physical Appearances
them
Physical Appearances • Important for model
Descriptive Terms
Descriptive Terms selection
First Impressions
Halo Effect
Halo Effect
 Interpretation

• Verbal messages reflect

Stereotypes stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo 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

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 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

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 Perceptual Mapping

• An analytical technique that enables

marketers to plot graphically consumers’
perceptions concerning product attributes of
specific brands

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Perceptual Mapping
Figure 6.9
 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.)
 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
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 How Consumers Handle Risk

• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance