Solomon - cb09 - PPT - 02 (Me)

Chapter 2
Perception
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 2-1

Learning Objectives
When you finish this chapter, you should
understand why:
• Perception is a three-stage process that
translates raw stimuli into meaning.
• Products and commercial messages often
appeal to our senses, but we won’t be
influenced by most of them.
• The design of a product today is a key driver
of its success or failure.
10/02/23
Learning Objectives (continued)
• Subliminal advertising is a controversial—
but largely ineffective—way to talk to
consumers.
• We interpret the stimuli to which we do pay
attention according to learned patterns and
expectations.
• Marketers use symbols to create meaning.
10/02/23
Sensation and Perception
• The process of perception is in which the consumers absorb sensations

and then uses theses to interpret the surrounding world.
• The study of perception, then, focuses on what we add to theses raw
sensations in order to give them meaning
10/02/23
Sensation and Perception
• Sensation: is the immediate
response of our sensory
receptors (eyes, ears, nose,
mouth, and fingers) to basic
stimuli (light, color, sound, odor,
and texture).
• Perception: is the process by
which sensations are selected,
organized, and interpreted.
10/02/23
Figure 2.1 Perceptual Process
The process where we absorb and interpret information
about products and people from the outside world
We receive external
stimuli through
our five senses
Each individual interprets the meaning of a stimulus to be consistent with his

or her own unique biases, needs and experience
2-6
Harnessing perception for competitive advantage
Hedonic Consumption
&
Sensory Marketing
10/02/23
Case Study
‘Owens-Corning’ Fiberglass Corporation
Hedonic Consumption
• Hedonic consumption:
multisensory, fantasy, and
emotional aspects of
consumers’ interactions with
products
• The unique sensory quality
of a product helps it to stand
out from the completion,
“Consumers increasingly
especially if the brand
want to buy things that will
creates a unique association
give them hedonic value in
with the sensation
addition to simply doing
• Marketers use impact of what they’re designed to
sensations on consumers’ do”
product experiences
10/02/23
Method cleaning products, cleaners in
exotic scents that come in aesthetically
pleasing bottles
Target is an example of a retail

store that has done very well using
sensation to relate to consumers.
10/02/23
Sensory Marketing
• Sensory marketing:
• Where companies pay extra attention to the
impact of sensations on our product experience
• Marketers recognize that our senses help us to
decide which products appeal to us, and which
stand out from a host of similar offerings in the
market.
• Sensory inputs affect how we feel, think, what
we remember, like, and even how we choose and
use products
• Sensory signature (Nokia tone)
10/02/23
Sensory Marketing
• Some products that provide a single sensory
experience also tray to stimulate the other
senses
New AXE Dark Temptation Commercial (US) - YouTube.flv
“Become As Irresistible As Chocolate”
10/02/23
-Vision
-Scents
-Sound
-Touch
-Taste
Sensory Stimuli (Inputs)
10/02/23
Sensory Systems
• Our world is a
symphony of colors,
sounds, odors, tastes
• Advertisements,
product packages,
radio and TV
commercials,
billboards provide
sensations
10/02/23
Copyright © 2011 Pearson Education 2-14
Vision
• Marketers rely heavily on visual elements in
advertising, store design, and packaging
• Color provokes emotion (American Express)
• Reactions to color are biological (women and brighter
tones)
• Some reaction to color come from learned association
and cultural . (mourning colors)
• Age also influences our responsiveness to color
(Lexus)
• Color palette is a key issue in package design
• Trade dress: colors associated with specific
companies (Eastman Kodak)
10/02/23
Vertical-Horizontal Illusion
• Which line is longer:
horizontal or vertical?
• Answer: --------------
Scents
• Odors create mood and promote memories
(Coffee = childhood, home)
• Processing fragrance cues happened in the
limbic system the most primitive part of the
brain and the place where we experience
immediate emotions.
Marketers use scents: (Scent Marketing)
• Inside products
• In promotions (e.g., scratch ‘n sniff)
10/02/23
Hearing – Sound
Sound affects people’s feelings and behaviors
• Using sound and music to create mood
• High tempo = more stimulation
• Slower tempo = more relaxing
10/02/23
Touch
• Haptic senses—or “touch”—is the most
basic of senses; we learn this before vision
and smell
• Haptic senses affect product experience and
judgment
• Kinsei engineering is a Japanese philosophy
that translates customers’ feelings into
design elements (Ford –H-point, fragrance
containers)
10/02/23
Tactile-Quality Associations
Perception Male Female

Fine
High class Wool Silk
Low class Denim Cotton

Coarse
Heavy Light
Taste
• Our taste receptors contribute to
our experience of many products
• Cultural changes determine
desirable tastes
• A food item image and the
values we attach to it influence
how we experience the actual
taste (menu items)
10/02/23
This ad for a hot
chill-flavored
chip uses a
novel visual
image to
communicate
the ferocity of
the product
flavor
10/02/23
Exposure, Attention, Interpretation
Perceptual Process
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

2-23
Exposure
• Exposure occurs when a stimulus comes
within range of someone’s sensory receptors
• We can concentrate, ignore, or completely
miss stimuli
• Cadillac’s 5 second ad
5 second Caddy Commercial - YouTube.mp4
2005 Cadillac Commercial - YouTube.mp4
10/02/23
Sensory Thresholds
• Threshold
• Is the lowest intensity of stimulus that can
be registered on a sensory channel
• There is some stimuli that people can’t
perceive
• Absolute threshold:
• the minimum amount of stimulation that
can be detected on a given sensory
channel (billboard)
10/02/23
Differential Threshold
• The ability of a sensory system to detect
changes or differences between two
stimuli
• Minimum difference between two
stimuli is the j.n.d. (just noticeable
difference)
• Example: packaging updates must be
delicate enough over time to keep current
customers
• The amount of change required for the
perceiver to notice a change
systematically relates to the intensity of
the original stimulus. The stronger the
initial stimulus, the greater a change
must be for us to notice it.
10/02/23
10/02/23
Subliminal Perception
• Subliminal perception occurs when

stimulus is below the level of the
consumer’s awareness.
• Rumors of subliminal advertising are
rampant—though there’s little proof that it
occurs.
• Most researchers believe that subliminal
techniques are not of much use in
marketing.
10/02/23
Subliminal Techniques
• Embeds: figures that are inserted into
magazine advertising by using high-speed
photography or airbrushing.
• Subliminal auditory perception: sounds,
music, or voice text inserted into advertising.
Hidden messages in logos - YouTube.flv
10/02/23
Attention
• Attention: is the extent to which processing activity
is devoted to a particular stimulus
• Consumers are often in a state of sensory overload,
where they are exposed to far more information than
they can process
• Marketers need to break through the clutter
10/02/23
Perceptual Selecting
• Perceptual selection means:
• People attend to only a small portion of
stimuli to which they are exposed.
• people picking and choosing among
stimuli to avoid being overwhelmed
• People choose depending on both
• The characteristics of the stimulus
• The recipient
10/02/23
Personal Selection Factors
• Experience:
Is the result of acquiring and processing
stimulation over time. It helps to determine
how much exposure to a particular
stimulus a person accepts. (Colorado judge)
• Perceptual filters:
Based on our past experiences influence
what we decide to process.
10/02/23
Personal Selection Factors
Perceptual Filters
10/02/23
Factors Leading to Adaptation
10/02/23
Stimulus Selection Factors
• We are more likely to notice stimuli that differ
from others around them
• So, marketers can create “contrast” through:
Size Color Position Novelty
Readership of Color is a We stand a Stimuli that

a magazine powerful way better chance appear in
ad increases to draw to notice a unexpected
in proportion attention to a stimuli that ways or
to the size of product or to are in place places tend to
the ad give it a we’re more grab our
distinct likely to look attention
identity
10/02/23
Creating Contrast with Size
This Moscow billboard is 1 & 1/2 acres in

size.
Several full sized BMW’s are mounted and
appear to be racing across the surface,
especially at night, when the headlights are
turned on.
10/02/23
Creating Contrast with Color
Studies shows that colorful advertisements can actually boost the impact by 20% to
70%
10/02/23
70%
10/02/23
70%
10/02/23
10/02/23
10/02/23
Creating Contrast With Position
In magazines,
ads that are
placed toward
the front of the
issue,
preferably on
the right-hand
side win out
the race for
reader’s
attention
Creating Contrast With Position
Although our
eyes start to
look at the
items
alphabeticall
y but objects
on the right
side looks
heavier
Creating Contrast with Novelty
Mondo Pasta
10/02/23
Tangled phone lines

are a common sight on
the streets of Bangkok,
so Procter & Gamble
decided to take
advantage of how they
resembled long strands
of tangled hair. To
promote P&G's line of
Rejoice conditioners, a
large green comb was
placed on the
telephone lines,
reading: "Tangles?
Switch to Rejoice
Conditioners."
10/02/23
A billboard for Zwilling J.A.

Henckels famous knife-
makers
10/02/23
Nationwide Insurance made use of

the side of a building right through to
the car park for this ad
10/02/23
Interpretation
• Interpretation refers to the meaning we
assign to sensory stimuli.
• Just as people differ in terms of the stimuli
that they perceive, the meaning we assign to
these stimuli vary as well depending on what
we had expected the stimulus to be
(McDonald’s fries)
• The meaning we assign to stimulus depends
on the schema
10/02/23
Interpretation
• Schema
The meaning we assign to a stimulus, depends on
the Schema or set of beliefs, to which we assign it.
(the law of gravity)
• Priming
It is a process where certain properties of a
stimulus evoke a schema. This leads us to compare
the stimulus to other similar ones.
• Identifying and evoking the correct schema is crucial
to many marketing decisions, because this
determines what criteria will be used to evaluate the
product, package, or message.
2-50
Interpretation
In this ad for Toyota, the living room

evokes an image of a car because of the
seat arrangement.
10/02/23
Interpretation
10/02/23
Stimulus Organization
• One factor that determines how we will interpret a stimulus
is the relationship we assume it has with other events,
sensations, or images in memory.
• our brains tend to relate incoming sensations to others
already in memory based on some fundamental
organizational principles
• Gestalt: the whole is greater than the sum of its parts
“Gestalt psychology, a school of thought that maintains that
people interpret meaning from the totality of a set of
stimuli rather than from an individual stimulus”
These theories attempt to describe how people tend to
organize visual elements into groups or unified wholes
when certain principles are applied.
2-53
Stimulus Organization
Gestalt principles
• Closure:
• people perceive an incomplete picture as complete
• We tend to fill in the blanks based on our prior
experience.
• Encourage audience participation, which increase the
chance that people will attend to the message
• Similarity:
consumers group together objects that share similar
physical characteristics
• Figure-ground:
one part of the stimulus will dominate (the figure) while
the other parts recede into the background (ground)
10/02/23
Closure Principle
10/02/23
Closure Principle
10/02/23
Closure Principle
10/02/23
Application of the
Closure Principle
10/02/23
Application of the
Similarity Principle
everything we do as adults, affects our children.
10/02/23
Application of the
Similarity Principle
The figure on the far right becomes a focal point because it is

dissimilar to the other shapes.
10/02/23
Application of the
Figure-Ground Principle
10/02/23
Application of the
Figure-Ground Principle
Interpretation Biases
• The stimuli we perceive are often ambiguous.
It’s up to us to determine the meaning based
on our past experience, expectations, and
needs “we see what we want to see”
• We tend to project our own desires or
assumption onto products and
advertisement.
10/02/23
Semiotics: The Symbols Around Us
• For assistance in understanding how consumers interpret the
meanings of symbols, some marketers are turning to a field of
study known as semiotics
• Semiotics:
The filed of study that studies the correspondence between signs
and symbols and their role in the assignment of meaning
• Marketing messages have three basic components:
• Object: product that is the focus of the message
• Sign: (or a symbol) sensory image that represents the intended
meanings of the object
• Interpretant: meaning derived
Consumer use products to express their social identities

“advertising serves as a kind of culture/consumption directory ;
its entries are products, and their definitions are culture
meanings”
2-64
Semiotic Relationships
Sign
Object
Interpretant
Rugged,
Individualistic,
American
10/02/23
Figure 2.3 Semiotic Relationships
10/02/23
Assignment (15 Marks)
• The usage of sensory system in marketing is the name
of the game in nowadays marketing efforts. Use the
five sensory stimuli to promote a product of your
choose during the different stages of the purchasing
process
• Develop a print and/or video ad for that product/brand
that will:
• Includes as many of the sensory stimuli as possible
in order to convey the message, using the contrast
factors to make your ad more prominent
• Use a schema to help you clear your message.
• The ad should be suitable to the product category.
10/02/23
Chapter Summary
• Perception is a three-stage process that
translates raw stimuli into meaning.
• Products and messages may appeal to our
senses.
• The design of a product affects our
perception of it.
• Subliminal advertising is controversial.
• We interpret stimuli using learned patterns.
• Marketers use symbols to create meaning.
10/02/23

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Chapter 2

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 2-1

• The process of perception is in which the consumers absorb sensations

Each individual interprets the meaning of a stimulus to be consistent with his

Target is an example of a retail

New AXE Dark Temptation Commercial (US) - YouTube.flv

“Become As Irresistible As Chocolate”

Sensory Stimuli (Inputs)

Perception Male Female

Low class Denim Cotton

Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

2005 Cadillac Commercial - YouTube.mp4

• Subliminal perception occurs when

Hidden messages in logos - YouTube.flv

Readership of Color is a We stand a Stimuli that

This Moscow billboard is 1 & 1/2 acres in

Tangled phone lines

A billboard for Zwilling J.A.

Nationwide Insurance made use of

In this ad for Toyota, the living room

The figure on the far right becomes a focal point because it is

Consumer use products to express their social identities

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