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Chapter 2

Chapter 2

Perception

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“Perception is Reality”“Perception is Reality”

Louis CheskinLouis Cheskin

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Are The Center Circles the Same Size?

Are The Center Circles the Same Size?

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Are the Purple Lines Bent or Straight?

Are the Purple Lines Bent or Straight?

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A Sax Player or a Woman’s Face?

A Sax Player or a Woman’s Face?

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Sensation and PerceptionSensation and Perception

• SensationSensation– Refers to the immediate response of our

sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound.

• PerceptionPerception– Process by which these sensations are

selected, organized, and interpreted.

– People only process a small amount of information (stimuli).

– An even smaller amount is attended to and given meaning.

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The Perception Process The Perception Process

ExposureExposure AttentionAttention InterpretationInterpretation

ResponseResponse

PerceptionPerception

ST

IMU

LI o

r S

EN

SO

RY

INP

UT

S

SensationSensation

MeaningMeaning

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Sensory SystemsSensory Systems

• Visual Elements in Advertising, Store Design and Packaging.

• Odors Can Stir Emotions or Create Feelings Such as Happiness/ Hunger.

• Research Has Analyzed Effects of : Background Music & Speaking Rates

VisionVision

SmellSmell

SoundSound

TouchTouch

TasteTaste

• Shown to Be a Factor in Sales Interactions.

• Ethnicity Affects Taste Preferences.

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ExposureExposure

• Degree to which people notice a stimulus that is within range of their sensory receptors.

• Consumers:– Concentrate on some stimuli,

– Are unaware of others,

– Even go out of their way to ignore some messages.

• Pychophysics Pychophysics - Science that focuses on how the physical environment is integrated into our personal, subjective world.

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Sensory ThresholdsSensory Thresholds

Absolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

Marketing Stimuli

Absolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

Marketing Stimuli

Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference & Weber’s Law)

Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference & Weber’s Law)

Lowest Intensity of a Stimulus That Consumers are Capable of Perceiving:

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Subliminal Perception Subliminal Perception Subliminal Perception

Occurs When The Stimulus Is Below The Level Of The

Consumer’s Awareness.

EmbedsTiny Figures in Print

Advertising

EmbedsTiny Figures in Print

Advertising

Subliminal TechniquesSubliminal TechniquesAuditory Messages

Messages on SoundRecordings

Low-Level Auditory Stimulation

Threshold Messaging

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Influence of Subliminal Messages Influence of Subliminal Messages

Does Subliminal Perception Work? Does Subliminal Perception Work?

ThresholdDifferences

ThresholdDifferences

Distance andPosition Control

Distance andPosition Control

ViewingAttention Control

ViewingAttention Control

GeneralizedEffect

GeneralizedEffect

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AttentionAttention

• Refers to the extent to which processing activity is devoted to a particular stimulus.

• Consumers often suffer Sensory Overload, Sensory Overload, exposure to far more information than they are capable of or willing to process.

• Example: More than 6000 TV commercials are run each week.

2-152-15Perceptual SelectionPerceptual SelectionPerceptual Selection Means that People Pay Attention to

Only a Small Portion of Stimuli to Which They Are Exposed.

How do Consumers Choose What to Pay Attention To?

ExperienceResult of Acquiring Information Over Time

ExperienceResult of Acquiring Information Over Time

AdaptationAdaptationPerceptualDefense

PerceptualDefense

Perceptual Vigilance

Perceptual Vigilance

Perceptual FiltersPast Experiences Influences What We Decide to Process

Perceptual FiltersPast Experiences Influences What We Decide to Process

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DurationDuration

DiscriminationDiscrimination

IntensityIntensity

RelevanceRelevance

ExposureExposure

AdaptationAdaptation

Factors Leading to Adaptation

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Perceptual SelectionPerceptual Selection

How do Consumers Choose What to Pay Attention To?

Stimulus Selection Factors

SizeSize

PositionPosition

NoveltyNovelty

ColorColor

Create Contrast Contrast so That Stimuli is More Likely to Be Noticed. Remember Weber’s Law.

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InterpretationInterpretation

• Refers to the meaning that we assign to sensory stimuli.

• Consumers assign meaning to stimuli based on Schema, Schema, or set of beliefs, to which the stimuli is assigned.

– The schema will determine what criteria will be used to evaluate the:

– product,

– package,

– message.

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InterpretationInterpretation

• Semiotics: The Symbols Around Us– The study of how consumers interpret the meanings of

symbols

» Object

» Sign

» Interpretant

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SemioticsSemiotics

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Stimulus OrganizationStimulus Organization

The Gestalt Perspective (Summarized as “The Whole is Greater Than the Sum of It’s Parts) Provides Several

Principles Relating to the Way Stimuli Are Organized:

Principle of SimilarityConsumers Tend to Group Objects That Share Similar

Physical Characteristics.

Principle of SimilarityConsumers Tend to Group Objects That Share Similar

Physical Characteristics.

Figure-Ground PrincipleOne Part of the Stimulus Will Dominate (the Figure) While

Other Parts Recede Intothe Backdrop (the Ground)

Figure-Ground PrincipleOne Part of the Stimulus Will Dominate (the Figure) While

Other Parts Recede Intothe Backdrop (the Ground)

Closure PrinciplePeople Tend to Perceive an Incomplete Picture as

Whole.

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Perceptual PositioningPerceptual PositioningPositioning Strategy Positioning Strategy Uses Elements of the Marketing Mix

to Influence the Consumer’s Interpretation of It’s Meaning.

AttributesAttributes

UsersUsers

LifestyleLifestyleQualityQuality

Price LeadershipPrice Leadership

Product ClassProduct ClassCompetitorsCompetitors

OccasionsOccasions

PositioningDimensions

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RepositioningRepositioning

Current Brand is “Cannibalizing”Other Brands in Product Line.

Too Many Competitors Are Stressing the Same Attribute.

Original Market Evaporates orIs Unreceptive to the Offering.

RepositioningRepositioning Occurs When a Brand’s Original Market Position is Modified

Because: