Perception is Reality

by- “LOUIS CHESKIN”

 General definition
 Selective perception
 Factors influencing perception
 Price perception
 Elements of perception
 Aspects of perception
 Conclusion
The process by which people translate sensory
impressions into a coherent and unified view of the
world around them. Though necessarily based on
incomplete and unverified (or unreliable) information.

Perception is equated with reality for most

practical purposes and guides human behavior in
general.
Perception in marketing is described as
a
process by a consumer identifies,
which organizes, interprets information to
and meaning.
create
1.Sensation
2.Absolute threshold
3.Differential
threshold
4.Subliminal
perception
 The immediate and direct response of the
sensory organs to stimuli. A stimulus is any
unit of input to any of the senses.

Sensory Receptors
Product, packages, Brand
name, Advertisement
and Commercials…
The absolute threshold is the lowest level at
which an individual can experience a sensation.
Point at which a person can detect a difference
between “Something” and “Nothing” is the
person’s absolute threshold for the stimulus.

Ex. Driver of car see

the billboard on the
road different from the
back seated person.
 Minimal difference that can be detected
between two similar stimuli

 Also known as the just noticeable difference

( the j.n.d.)
He discovered that the j.n.d.
between two stimuli was not an
absolute amount, but an amount
relative to the intensity of the
first stimuli.

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.
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.

This process is called subliminal perception

because the stimulus is down the
threshold.
AMAZON’S SMILE
At first glance, the Amazon logo looks like it is
underlined by a smile, but look closer – the smile is
actually a kind of arrow! The smile at the bottom of the
‘AMAZ’ includes an arrowhead, starting at the A and
ending with the Z. This shows you that they sell
everything you need, from A to Z.
“EXPRESS
YOURSELF”
Selection

Organization

Interpretation
 Consumers subconsciously are selective as
to what they perceive.

 An individual may look at some things,

ignore others, and turn away from
still others.
 Stimuli selected depends on two
major factors
◦ Consumers’ previous experience
◦ Consumers’ motives

Selection depends on the

◦ Nature of the stimulus
◦ Expectations
◦ Motives
Organization
Figure and  People tend to
ground organize
perceptions into
Grouping
figure-and-
Closure ground
relationships.
 The ground is
usually hazy.
 Marketers usually
design so the
figure is the
noticed stimuli.
Perceptual Distortion
 Physical  Positive
Appearances attributes of
 Stereotypes people they
 First know to those
Im pressions who
resemble
 Jumping to
them
Conclusions  Important for
 Halo Effect model selection
 Attractive
models are more
persuasive for
some products
 Physical  People hold
Appearanc meanings
es related to
 Stereotype stimuli
s
 Stereotypes
 First influence how
Impressio stimuli are
n s perceived
 Jumping to

Conclusio
n s
 Halo Effect
 Physical  First
Appearanc impressions
es are lasting
 Stereotype  The
s perceiver
 First
is trying to
Impression determine
s which stimuli
 Jumping to
are relevant,
important,
or predictive
Conclusion
s
 Halo Effect
 Physical  People tend
Appearanc not to listen
es to all the
 Stereotype information
s before making
 First conclusion
Impression  Important to
s put persuasive
 Jumping to arguments
first in
Conclusio advertising
n s
 Halo Effect
  Consumers perceive
 Physical and evaluate multiple
Appearances objects based on just
one dimension
Stereotypes  Important with
spokesperson choice
 First  Tampering the halo
Impressions effect is detrimental
to the
 Jumping to organization.
Conclusions
• Toyota – Quality.
 Halo Effect • Ford – Safety.
• Sony - Music