Consumer Perception

CHAPTER
SIX
Consumer Perception
Learning Objectives
1. To Understand the Sensory Dynamics of
Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of Consumer
Imagery and Their Strategic Applications.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 2
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
Sensation
• Sensation is the immediate and direct
response of the sensory organs to stimuli
– 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
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
Subliminal Perception
• 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
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o Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 9
Perceptual Selection
Selection Depends Upon:
Nature of the •Includes the product’s physical attributes, package
design, brand name, advertising and more…
stimulus
•Based on familiarity, previous
Expectations experience or expectations.
Motives
•Needs or wants for a product or
service.
Why Are Consumers
Likely to Notice This Ad?
The Attention-Getting Nature of a
Dramatic Image
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?
Perceptual Selection
Important Concepts
Selective Selective Perceptual Perceptual

Exposure Attention Defense Blocking
•Consumers seek •Heightened •Screening •Consumers
out messages awareness
which: when stimuli out of avoid being
•Are pleasant meet their
•They can needs
stimuli bombarde
sympathize •Consumers which are d by:
•Reassure them prefer different
threateni •Tuning out
of good messages and
purchases ng •TiVo
medium
Organization
Principles
• People tend to organize
• Figure and perceptions into figure-
ground and-ground
relationships.
• Grouping
• The ground is usually
• Closure hazy.
• Marketers usually
design so the figure is
the noticed stimuli.
Organization
Principles
• Figure and • People group stimuli

ground to form a unified
• Grouping impression or
• Closure concept.
• Grouping helps
memory and recall.
Organization
Principles • People have a need for

closure and organize
• Figure and perceptions to form a
ground complete picture.
• Grouping • Will often fill in missing
• Closure pieces
• Incomplete messages
remembered more
than complete
What Element of Perceptual
Organization Is Featured in This Ad?
Closure
Discussion Question
• Do you agree you remember more of what
you have NOT completed?
• How might a local bank use this in their
advertising?
Interpretation
Stereotypes
• People hold
Stereotypes
meanings related to
Physical Appearances stimuli
Physical Appearances
Descriptive Terms
Descriptive Terms
First Impressions
First Impressions
Halo Effect
Halo Effect
Interpretation
Stereotypes
Stereotypes • Positive attributes of
people they know to
Physical Appearances those who resemble
them
Descriptive Terms
Descriptive Terms • Important for model
First Impressions
selection
First Impressions
Halo Effect
Halo Effect
Interpretation
Stereotypes • Verbal messages

reflect stereotypes
Descriptive Terms
First Impressions
Halo Effect
How Does This Ad
Depict Perceptual Interpretation?
It Contrasts the Powerful Durango with Less Rugged
Referred to in the Ad as the “Land Of Tofu.”

Consumer Perception

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Consumer Perception

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CHAPTER

• The process by which an

• How might a cereal

Selective Selective Perceptual Perceptual

• Figure and • People group stimuli

Principles • People have a need for

Stereotypes • Verbal messages

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