Consumer Perception

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 • The process by which
an individual selects,
organizes, and
interprets stimuli into
a meaningful and
Perception
coherent picture of
the world

• How we see the

world around us

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

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 Sensory Perception

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 1

The immediate and

direct response of the
Sensation sensory organs to
stimuli.

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 2
ABSOLUTE
THRESHOLD
The lowest
level at which
an individual
can experience
a sensation

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 3
DIFFERENTIAL
THRESHOLD A theory concerning the
perceived differentiation
between similar stimuli of
Weber’s varying intensities (i.e., the
Law 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 JND
• Need to determine the relevant j.n.d. for
their products(Just noticeable difference)
– so that negative changes are not readily
discernible to the public
– so that product improvements are very apparent
to consumers

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 Gradual Changes in
Brand Name Fall
Below the J.N.D.

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 4

Perception of very
weak or rapid stimuli
Subliminal
received below the
Perception
level of conscious
awareness.

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 Dynamics of Perception
(Aspects)

Selection

Organization

Interpretation

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 1 Perceptual Selection
• Depends on two major factors
– Consumers’ previous experience
– Consumers’ motives

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 Concepts Concerning Selective
Perception

• Selective Exposure
• Selective Attention
• Perceptual Defense
• Perceptual Blocking

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 2
Principles of Perceptual
Organization
• Figure and ground
• Grouping
• Closure

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 Gestalt Theory of Perception

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 3 Perceptual interpretation
Influences of Perceptual Distortion

• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect

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 Ads Depicting Stereotypes

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

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 Establishing a
specific image for a
Positioning
brand in relation to
competing brands.

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 Repositioning

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 A research technique
that enables
marketers to plot
graphically
Perceptual
consumers’
Mapping
perceptions
concerning product
attributes of specific
brands.

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 Figure Perceptual Mapping
Fashion Coverage

Fashion
Splash

More More
Copy Artwork
Crash
Bash
Splash

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Club Coverage