01 Perception

8/3/2019 01 Perception

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Perception

The process by which an

individual selects, organizes,

and interprets stimuli into a

meaningful and coherent

picture of the world.


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Elements of Perception

Sensation

The absolute threshold

The differential threshold

Subliminal perception


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SensoryReceptors

The human organs (eyes,

ears, nose, mouth, skin) that

receive sensory inputs.


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AbsoluteThreshold

The lowest level at which an

individual can experience a

sensation.


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SensoryAdaptation

Getting used to certain

sensations; becomingaccommodated to a certain

level of stimulation.


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DifferentialThreshold

The minimal difference that

can be detected between two

stimuli. Also known as the

j.n.d. (just noticeable

difference).


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Webers Law

A theory concerning theperceived differentiation

between similar stimuli of

varying intensities (i.e., the

stronger the initial stimulus,

the greater the additional

intensity needed for the

second stimulus to beperceived as different).


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Marketing Applications of theJND

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


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SubliminalPerception

Perception of very weak or

rapid stimuli received belowthe level of conscious

awareness.


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Aspects of Perception

Selection Organization

Interpretation


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Perceptual Selection

Depends on two major

factors

Consumers previous

experience (expectations)

Consumers motives


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Some Marketing VariablesInfluencing Consumer Perception

Nature of Product

Physical Attributes of Product

Package Design

Brand Name

Advertisements & Commercials

Position of Ad

Editorial Environment


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Concepts Concerning SelectivePerception

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking


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Selective Exposure

consumers actively seek out messages they

find pleasant or with which they are

sympathetic.

Consumers actively avoid painful or threatening

messages.


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Selective attention

consumers have a heightened awareness of

the stimuli that meet their needs or interests.

Consumers have a lower awareness of stimuli

irrelevant to their needs.

People vary in terms of the kind of information in

which they are interested and the form of

message and type of medium they prefer.


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Perceptual defense

threatening or otherwise damaging stimuli

are less likely to be perceived than are

neutral stimuli.

Individuals unconsciously may distort

information that is not consistent with theirneeds, values, and beliefs.


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Perceptual blocking

consumers screen out enormous amountsof advertising by simply tuning out.


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Principles of PerceptualOrganization

People do not experience the numerousstimuli they select from the environment asseparate and discrete sensations.

People tend to organize stimuli into groups andperceive them as unified wholes.

Gestalt psychology(Gestalt, in German,means pattern or configuration) is the name

of the school of psychology that firstdeveloped the basic principles of perceptualorganization.


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Principles of PerceptualOrganization

Figure and ground

Grouping

Closure Zeigernik effect


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Figure and Ground

Stimuli that contrast with their environment are more likely to

be noticed.

The simplest example is the contrast between a figure and

the ground on which it is placed.

The figure is usually perceived clearly as it is dominant

The ground is usually perceived as indefinite, hazy, and

continuous.

Advertisers have to plan their advertisements carefully

Marketers sometimes run advertisements that confuse the

consumer because there is no clear indication of which is

figure and which is ground.


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Grouping

Individuals tend to group stimuli in chunks rather

than as discrete bits of information.

Groupingcan be used advantageously bymarketers to imply certain desired meanings in

connection with their products.

Most of us remember things like a social security

number because it can be broken into three chunks.


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Closure

Individuals have a need for closure.

As a result, people organize a perception so that they

see a complete picture.

If the pattern of stimuli to which they are exposed is

incomplete, they tend to perceive it as completethey

fill in the missing pieces.

The very act of completion serves to involve the

consumer more deeply in the message.


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ZeigernikEffect

A person beginning a task

needs to complete it. When

he or she is prevented from

doing so, a state of tension is

created that manifests itself

in improved memory for the

incomplete task.


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Perceptual Interpretation

The interpretation of stimuli is uniquely individual

because it is based on what individuals expect to

see in light of their previous experience.

How close a persons interpretations are to reality

depends on the clarity of the stimulus, the past

experiences of the perceiver, and his or her

motives and interests at the time of perception.


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Distorting Influences

Physical Appearances

Stereotypes

Irrelevant Cues

First Impressions

Jumping to Conclusions

Halo Effect


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Issues In Consumer Imagery:Role of personality

Product Positioning and Repositioning

Positioning of Services

Perceived Price Perceived Quality

Retail Store Image

Manufacturers Image

Perceived Risk


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Positioning

Establishing a specific image

for a brand in relation to

competing brands.


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Reposition

Changing the way a product

is perceived by consumers inrelation to other brands or

product uses.


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PerceptualMapping

A research technique that

enables marketers to plot

graphically consumersperceptions concerning

product attributes of specific

brands.


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Perceptual Map (continued)Situation Analysis For Beverage Study:

Perceptual Map

* Crush

* Sprite

*

Seven-up

*

Minute

Maid

* Mello Yello

Non-Cola

Diet

Cola

Non-Diet

*

Diet Sprite

*

Diet Mello Yello

*

Cherry Coke

*

Pepsi

*Shasta

*

Coke

*

Diet Pepsi

*

Diet Coke


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The Service Environment: EnvironmentalVariables Most Important to Bank Customers

Privacy

Efficiency/Convenience Ambient Background

Conditions

Social Conditions

Aesthetics


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ReferencePrice

Any price that a consumer

uses as a basis forcomparison in judging

another price.


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Tensile and Objective PriceClaims

Evaluations least favorable for

ads stating the minimum

discount level

Ads stating maximum

discount levels are better than

stating a range


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Perceived Quality

Perceived Quality of Products

Intrinsic vs. Extrinsic Cues

Perceived Quality of Services Price/Quality Relationship


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Intrinsic Cues

Physical characteristics of

the product (such as size,

color, flavor, or aroma) thatserve to influence the

consumers perceptions of

product quality.


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Extrinsic Cues

Cues external to the product

(such as price, store image,

or brand image) that serve toinfluence the consumers

perception of a products

quality.


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Characteristics of Services

Intangible

Variable

Perishable

SimultaneouslyProduced andConsumed


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Price/QualityRelationship

The perception of price as an

indicator of product quality

(e.g., the higher the price,

the higher the perceived

quality of the product).


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Price Quality relationships

Quality

High

Medium

Low

Price

High Medium Low

Premium

Goods

High value /

Penetration

Super

Value

Over-

PricingAverage

Quality / Value

Good value /

Bargain

Hit andRun

FalseEconomy

CheapGoods


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PerceivedRisk

The degree of uncertainty

perceived by the consumer

as to the consequences

(outcome) of a specific

purchase decision.


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Types of Perceived Risk

Functional Risk

Physical Risk

Financial Risk Psychological Risk

Time Risk


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How Consumers Handle Risk

Seek Information

Stay Brand Loyal

Select by Brand Image

Rely on Store Image

Buy the Most Expensive Model

Seek Reassurance

THE SERVICE QUALITY MODEL


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Word of mouth

communicationPersonal needs

Past

Experience

Expected service

Perceived service

Actual Servicedelivery

Translation ofperceptions intoService quality

specifications

Managementperception ofConsumersexpectations

Externalcommunicationsto Consumers

Consumer

Marketer

Gap 5

Gap 3

Gap 2

Gap 1

Gap 4

S C QU O


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SERVQUAL Model

01 Perception

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