Perception

Individual DeterminantsMotivation, Perception, Involvement, Personality1MotivationMotivationPsychological driving force that determines direction of a persons behaviourlevel of effortlevel of persistence in the face of obstaclesDifferent motivations for different productsUtilitarian, Hedonic, Positive, Negative2Motivation: Maslows Pyramid

3PerceptionThe process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world (Schiffman & Kaunk)Human beings perceive things differently

4Perceptual Selection - ConceptsSelective exposureSelective attentionPerceptual defensePerceptual blocking5

Perceptual Selection1.Selective exposure

Consumers seek out messages which:Are pleasantThey can sympathizeReassure them of good purchasesWill a vegetarian be interested?

6Perceptual Selection 2.Selective attentionPeople are attentive to those stimuli that match their needs and avoid those that are irrelevantIf you plan to buy a refrigerator in the coming 2-3 months, you would be very receptive to any input that relates to refrigerators

7Perceptual Selection 3.Perceptual Defence Screening out of stimuli that are threatening

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Perceptual Selection 4.Perceptual blocking

Consumers avoid being bombarded by too many stimuli Tuning outmute the TV

9Perceptual OrganizationFigure and GroundGroupingClosure10Organization1.Figure and GroundPeople tend to organize perceptions into figure-and-ground relationshipsMarketers usually design so the figure is the noticed stimuli

11Organization2.GroupingPeople group stimuli to form a unified impression or concept. Grouping helps memory and recall.

12Organization3.ClosurePeople have a need for closure and organize perceptions to form a complete picture.Incomplete messages remembered more than complete.

13Perceptual InterpretationPerceptual distortionPhysical appearancesStereotypesHalo effect14Interpretation1.Physical AppearancesImportant for model selectionDoves campaign stresses everyday woman

15Interpretation2.StereotypesUsed to categorized people.Stereotypes influences how stimuli are perceived

16Interpretation3.Halo EffectConsumers perceive and evaluate multiple objects based on just one dimension.The halo effect helps Adidas break into new product categories.

17InvolvementIntensity of interest with which consumers make buying decisionsHigh to low involvementDepends on degree of personal relevance and riskCritical in determining which route to persuasion going to be effectiveLevel of involvement can be changed

18Consumer PersonalityThe inner psychological characteristics that both determine and reflect how a person responds to his or her environment. (Schiffman & Kaunk)Reflects individual differencesPersonality is consistent and enduringPersonality can changeLife eventsBrand personality19A Brand Personality Framework

20Brand Personality

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