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Chapter 4 Learning Objectives

4.1 To understand the elements of perception

and their role in consumer behavior.
4.2 To understand why consumers process only
a small amount of the information they receive.
4.3 To understand how consumers organize
consumption-related information.
4.4 To understand why and how consumers
“add” biases to stimuli and the implications of
this tendency for marketing.
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Chapter 4 Learning Objectives

4.5 To understand the elements of consumers’

imagery.
4.6 To understand how consumers determine
the quality of products and services.
4.7 To understand consumers’ perceived risks
and how they handle and reduce those risks.

Copyright © 2015 Pearson Education Slide 3 of 32

 e d
fi n
D e
Perception
The process by which individuals
select, organize, and interpret stimuli
into a meaningful and coherent
picture of the world. It can be
described as “how we see the world
around us.”

Copyright © 2015 Pearson Education Slide 4 of 32

Learning Objective 4.1

4.1 To understand the elements of perception

and their role in consumer behavior.

Copyright © 2015 Pearson Education Slide 5 of 32

Copyright © 2015 Pearson Education Slide 6 of 32
Copyright © 2015 Pearson Education Slide 7 of 32
 e d
fi n
D e
Sensation
The immediate and direct response of
the sensory organs to stimuli (units of
input to the senses, as captured by
the sensory receptors).

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Audio Sensory Input

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Discussion Questions

What is the difference

between the absolute
threshold and the
differential threshold
(JND)?

Why do marketers care

about sensory
adaptation?

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 e d
fi n
D e
Ambush Marketing
Placing ads in places where consumers do
not expect to see them and cannot
readily avoid them.
Experiential Marketing
Allows customers to engage and interact
with offerings in sensory ways in order to
create emotional bonds between
consumers and marketing offerings
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Copyright © 2015 Pearson Education Slide 12 of 32
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

Copyright © 2015 Pearson Education Slide 13 of 32

KFC also drew negative attention in 2008
when it aired a commercial for it’s Dollar
Snacker featuring a green dollar
bill in the lettuce.

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Subliminal Perception

• What is subliminal perception?

• Is it effective?

Copyright © 2015 Pearson Education Slide 15 of 32

Marlboro accomplished this by using a barcode-style
design that, at the high speeds at which F1 cars travel
around the track, was almost as recognizable as the
logo itself.

Copyright © 2015 Pearson Education Slide 16 of 32

Learning Objective 4.2

4.2 To understand why consumers process only

a small amount of the information they receive.

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The Stimulus
• Contrast
• Shocking or unrealistic images

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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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Perceptions are affected by…

• Expectations
• Motives
• Selective Perception
– Selective Exposure
– Selective Attention
– Perceptual Defense
– Perceptual Blocking

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Learning Objective 4.3

4.3 To understand how consumers organize

consumption-related information.

Copyright © 2015 Pearson Education Slide 21 of 32

Perceptual Organization

• Gestalt psychology
• Figure and ground
• Grouping
• Closure

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Perceptual Organization Application

What Element of
Perceptual Organization
Is Featured in This Ad?

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Learning Objective 4.4

4.4 To understand why and how consumers

“add” biases to stimuli and the implications of
this tendency for marketing.

Copyright © 2015 Pearson Education Slide 24 of 32

Perceptual Interpretation

• Stereotyping
• Triggers
– Physical appearance
– Descriptive terms
– First impressions
– Halo Effect

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How Does This Ad Depict Perceptual
Interpretation?

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Learning Objective 4.5

4.5 To understand the elements of consumers’

imagery.

Copyright © 2015 Pearson Education Slide 27 of 32

Brand Image
• Positioning
• Brand image updates
• Package image
• Service image

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Perceived Price

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Learning Objective 4.6

4.6 To understand how consumers determine

the quality of products and services.

Copyright © 2015 Pearson Education Slide 30 of 32

Quality

• Product quality
– Intrinsic cues
– Extrinsic cues
• Service quality
• Price/quality relationship
• Store image
• Manufacturer image

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Discussion Question

Provide an example where a viral message

impacted consumer perceptions of a
company’s image. In your opinion, how did
the viral message affect consumer perceptions
of the quality of the product or service
provided by the company?

Copyright © 2015 Pearson Education Slide 32 of 32

Learning Objective 4.7

4.7 To understand consumers’ perceived risks

and how they handle and reduce those risks.

Copyright © 2015 Pearson Education Slide 33 of 32

Perceived Risk

The degree of uncertainty perceived by the consumer

as to the consequences (outcome) of a specific
purchase decision

Copyright © 2015 Pearson Education Slide 34 of 32

How Consumers Handle Risk

Copyright © 2015 Pearson Education Slide 35 of 32

Discussion Question

Think of a recent purchase that you

considered risky. What type(s) of risk was
(were) involved? How did you handle the risk?
Explain.

Copyright © 2015 Pearson Education Slide 36 of 32

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