Post on 15-Jan-2016
Class 5Consumer Perception
CA 2018 Consumer InsightA.Kwanta SirivajjanangkulA.Panitta Kanchanavasita
Albert Laurence School of Communication ArtsDepartment of Advertising
2013
Consumers as Individuals
Consumers as Individuals
Consumer Perception
Chapter outline• Understanding of the perceptual
process.• The Five sensations• Attention• Exposure• Interpretation
The Perceptual ProcessSensoryStimuli
Sights Sounds Smells Taste Textures
SensoryReceptors
Eyes Ears Nose Mouth Skin
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.
SensoryStimuli
SensoryReceptors
Sights Sounds Smells Taste Textures
Eyes Ears Nose Mouth Skin
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.
Feeling arousal and stimulate appetite
Peaceful and Relax
Some reactions to color come
from learned associations.
Color elicit such strong emotional reactions.Color palette is a key issue in packaging design.
It helps to “color” our expectation of what’s inside the package.
Trade dressColor combinations come to be so strongly
associated with a corporation.
Trade dressColor combinations come to be so strongly
associated with a corporation.
Scent
Scent
Sound• Many aspects of sound affect
people’s feeling and behaviors.
H and M/ Top Shop/ Restaurant/ Bar/IKEA
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
Touch
Tactile – Quality AssociationsPerception Male Female
High Class Wool Silk Fine
Low Class Denim Cotton
Heavy Light Coarse
TasteTaste receptors
obviously contribute to our
experience of many products.
The Perceptual Process
SensoryStimuli
SensoryReceptors
Sights Sounds Smells Taste Textures
Eyes Ears Nose Mouth Skin
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.
– Starbuck, Coke, Sunsilk.
The Perceptual Process
SensoryStimuli
SensoryReceptors
Sights Sounds Smells Taste Textures
Eyes Ears Nose Mouth Skin
Attention• Refer to the extent to which
processing activity is devoted to a particular stimulus.
• Information society Sensory overload multitasking
Perceptual selection• People attend to only small portion of the
stimuli to which they are exposed.
The Perceptual Process
SensoryStimuli
SensoryReceptors
Sights Sounds Smells Taste Textures
Eyes Ears Nose Mouth Skin
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.
• It is the key link to consumer behavior because consumers use products to express their social identities.
Semiotics
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
Semiotics
Semiotics
Semiotics
Perceptual Positioning• Perception of a brand comprises both its
functional attributes and its symbolic attributes
Perceptual Map
Consumers as Individuals
AnyQuestion
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