Schiffman_CB10_chap_06

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Consumer Perception

CHAPTER

SIX


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Learning Objectives

1. To Understand the Sensory Dynamics of

Perception.

2. To Learn About the Three Elements ofPerception.

3. To Understand the Components of Consumer

Imagery and Their Strategic Applications.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Six Slide


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Perception

The process by which anindividual selects, organizes,and interprets stimuli into a

meaningful and coherentpicture of the world

Elements of Perception

Sensation

Absolute threshold

Differential threshold

Subliminal perception



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Sensation

Sensation is the immediate and direct

response of the sensory organs to stimuli

A stimulus is any unit of input to any of thesenses.

The absolute threshold is the lowest level at

which an individual can experience a

sensation.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 4


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Differential Threshold

(Just Noticeable Difference j.n.d.)

Minimal difference that can be detectedbetween two similar stimuli

Webers law The j.n.d. between two stimuli is not an absolute

amount but an amount relative to the intensity ofthe first stimulus

The stronger the initial stimulus, the greater theadditional intensity needed for the secondstimulus to be perceived as different.



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Marketing Applications

of the J.N.D.

Marketers need todetermine therelevant j.n.d. for

their products so that negative

changes are notreadily discernible tothe public

so that productimprovements arevery apparent toconsumers



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Discussion Question

How might a cereal

manufacturer such as

Kelloggs use the j.n.d. forFrosted Flakes in terms of:

Product decisions

Packaging decisions

Advertising decisions

Sales promotion decisions



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Subliminal Perception

Stimuli that are too weak or too brief to beconsciously seen or heard

They may be strong enough to be perceived byone or more receptor cells.

Is it effective?

Extensive research has shown no evidence that

subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may

influence affective reactions



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Aspects of Perception



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Perceptual Selection


Selection Depends Upon:


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Why Are Consumers

Likely to Notice This Ad?

11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide


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The Attention-Getting Nature of a

Dramatic Image



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Discussion Questions

What marketing stimuli do you remember

from your day so far?

Why do you think you selected these stimulito perceive and remember?



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Organization

Figure and ground Grouping

Closure

People tend to organize

perceptions into figure-

and-ground relationships. The ground is usually hazy.

Marketers usually design

so the figure is the noticed

stimuli.

Principles



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Organization


Closure

People group stimuli toform a unified

impression or concept.

Grouping helps memory

and recall.

Principles



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Organization


Closure

People have a need for

closure and organize

perceptions to form acomplete picture.

Will often fill in missing

pieces

Incomplete messagesremembered more than

complete

Principles



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What Element of Perceptual

Organization Is Featured in This Ad?



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Closure



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Discussion Question

Do you agree you remember more of what

you have NOT completed?

How might a local bank use this in theiradvertising?



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Interpretation

People hold meanings

related to stimuli



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Interpretation

Positive attributes of

people they know to

those who resemblethem

Important for model

selection



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Interpretation

Verbal messages reflect

stereotypes



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How Does This Ad

Depict Perceptual Interpretation?



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It Contrasts the Powerful Durango with Less Rugged

Referred to in the Ad as the Land Of Tofu.



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Interpretation

First impressions are

lasting

The perceiver is tryingto determine which

stimuli are relevant,

important, or predictive



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Interpretation

Consumers perceive and

evaluate multiple

objects based on justone dimension



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Product Positioning

Establishing a specific image for a brand in the

consumers mind in relation to competing

brands Conveys the product in terms of how it fulfills

a need

Successful positioning creates a distinctive,positive brand image



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The Principle OfContrast



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Packaging as a Positioning Element

Packaging conveys the image that the brand

communicates to the buyer.

Color, weight, image, and shape are allimportant.

Repositioning might be necessary because:

Increased competition Changing consumer tastes



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PerceptualMapping

An analytical technique that enables

marketers to plot graphically consumers

perceptions concerning product attributes ofspecific brands



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PerceptualMapping

Figure 6.9



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Positioning of Services

Image is a key factor for services

Services often want a differentiated

positioning strategy to market severalversions of their service to different markets.

34Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


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Which Elements of This Ad Convey the

Restaurants Perceptual Position and How?



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The Steak Knife and the Reference to Vegetarians

Convey The Position of the Restaurant as a

Well-Established Steakhouse



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Perceived Price and Perceived Quality

Reference prices used as a basis for

comparison in judging another price

Internal

External

Perceived Quality of Products

Intrinsic vs. Extrinsic Cues



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Three Pricing Strategies

Focused on Perceived Value - Table 6.4

Chapter Six Slide 38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


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Measuring Perceptions of

Brand Luxury



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Perceived Quality of Services

Difficult due tocharacteristics ofservices

Intangible

V

ariable Perishable

SimultaneouslyProduced andConsumed

SERVQUAL scale used tomeasure gap betweencustomers expectationof service andperceptions of actualservice



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Price/Quality Relationship

The perception of price as an indicator of

product quality (e.g., the higher the price,

the higher the perceived quality of theproduct.)



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How Can This Ad Affect the Services

Perceived Quality?



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It Uses a Process Dimension in Advertising a

Newly-Formed Business Class on an Airline



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Discussion Questions

When have you used

price as an indicator

of quality?

Were you correct?



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Which of the Ads Elements Conveys the

Products Quality?



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The Slogan on the Ads Bottom Left

Reads Perfection Has Its Price



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Retail Store Image

47Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


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Manufacturers Image

Favorable image tied to new product

acceptance

Companies sponsor community events toenhance images

Product and institutional images



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All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of the publisher. Printed in the United States of America.

Copyright 2010 Pearson Education, Inc. Publishing asPrentice Hall

C i ht 2010 P Ed ti I P bli hi P ti H ll Ch t Si Slid 51

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