Consumer

Perception
Reza Adi Novit 17510105
Consumers as Individuals
• Process on how we absorb and interpret information about
Perception products.

Learning and • The way we mentally store this information and how it adds to
Memory our exist knowledge during the learning process.

Motivation and • The reason or motivation to absorb this information and how our
Values cultural values influence what we do.

• Explores on how our views about ourselves affect what we do,

The Self want, and buy.

Personality and • How people’s individual personalities influence these decision

Lifestyles and how the choice we make help to define our lifestyles.

Attitudes and • How marketers form and change our attitudes.

Persuasion
Chapter outline

 Understanding of the perceptual process.

 The Five sensations
 Attention
 Exposure
 Interpretation
 The Perceptual Process

Sensory
Sights Sounds Smells Taste Textures
Stimuli

Sensory
Eyes Ears Nose Mouth Skin
Receptors

Exposure Attention Interpretation

Sensation

 The immediate response of the sensory receptors to

basic stimuli
 The unique sensory quality of a product helps it to
stand our from the competition.
Sensory
Sights Sounds Smells Taste Textures
Stimuli

Sensory
Eyes Ears Nose Mouth Skin
Receptors
Perception

 The process by which people select, organize, and

interpret these sensations.

 Focuses on what we add to these raw sensations in

order to give them meaning.
Hedonic Consumption and
the design economy
 Consumer increasingly want to buy things that will
give them hedonic value in addition to simply
doing what they’re designed to do.
 Emotional experience. Mass-market consumers
thirst for great design.
 “Form is Function”
Vision

 Marketers rely heavily on visual elements

in advertising, store design, and
packaging.
 Color may
directly
influence our
emotions
even more.
 Some
reactions to
color come
from learned
associations.
1. Color elicit such strong emotional
reactions.
2. Color palette is a key issue in
packagingdesign.
Touch
 Sensations that reach the skin whether from a luxurious massage
or the bite of a winter wind, stimulate of relax us.

 Cola bottle
 Contoured cola was designed approximately 90 years ago.

 Researchers even have shown that touch can influence sales

interactions.
 Tissue, Make up, tasting product.

 Fragrance and cosmetics containers in particular tend

to speak to consumer via their tactile appeal.
 Made of glass  Sense of luxury
Tactile – Quality
Associations
Perception Male Female

High Class Wool Silk Fine

Low Class Denim Cotton

Heavy Light Coarse

Taste
Taste receptors obviously contribute to our
experience of many products.
 The Perceptual Process

Sensory
Sights Sounds Smells Taste Textures
Stimuli

Sensory
Eyes Ears Nose Mouth Skin
Receptors

Exposur Attention Interpretation

e
Exposure

 Occur when a stimulus comes within the range of

someone’s sensory receptors.

 Consumers concentrate on some stimuli, are unaware of

others, and even go out of their way to ignore some
messages.
Absolute threshold
 Refer to the minimum amount of
stimulation that can be detected on
a given sensory channel.

 Billboard
 With the very creative copy, too small
to see it.
The differential Threshold

 Refer to the ability of a sensory system to detect

changes or differences between two stimuli.

 Sometimes a marketer may want to ensure that

consumers notice a change, as when a retailer
offer merchandise at a discount. Regular price 
Now price
Perception Thresholds
 Brand that need to update their images without
sacrificing the brand image.
 Make product, logo, trademark, or package
different enough so that consumers will notice the
change.
 And also notice that it’s no longer the same
product.
 The Perceptual Process

Sensory
Sights Sounds Smells Taste Textures
Stimuli

Sensory
Eyes Ears Nose Mouth Skin
Receptors

Exposure
Attentio Interpretation
n
 Perceptual selection
 People attend to only small portion
of the stimuli to which they are
exposed.
Personal Selection Stimulus Selection
factors Factors

Experience Size

Perceptual filters Color

Perceptual
Position
vigilance

Adaptation Novelty
The Perceptual Process

 People tend to perceive or give their attention to only

what they preferred.
 There are two factor how people choose to give
attention.
 Personal selection and stimulus selection factors
Interpretation
 Refer to the meanings we assign to
sensory stimuli.

 Two people can see and hear the same

event, but their interpretation of it can
be different as well.
Stimulus Organization

 One factor that determines how we will interpret a stimulus is the

relationship we assume it has with other events, sensations, or image in
memory.

 The Gestalt perspective provides several principals that relate to the way
our brains organize stimuli.

 The closure principle

 People tend to perceive an incomplete picture as complete.
 The principal of similarity
 People tend to group together objects that share similar physical characteristics
 The figure-ground principle
 One part of a stimulus will dominate (the figure), and other parts recede into
the background (the ground).
Interpretational Biases

 “Seeing what you want to see”

 Determine the meaning based on our past

experiences, expectations, and needs.
Semiotics

 The field of study that studies the

correspondence between signs and
symbols and their roles in how we
assign meanings.

 Itis the key link to consumer behavior

because consumers use products to
express their social identities.
Semiotics

Object
(Product)

Sign Interpretant
(Image) (Meaning)
Semiotics

 Object
 The product that is focus of the message
 Sign
 The sensory image that represents the intended meaning
of the object
 Interpretant
 The meaning we derive from the sign
Perceptual Positioning

 Perception of a brand comprises

both its functional attributes and its
symbolic attributes