2nd Perception
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Transcript of 2nd Perception
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Amity Business School
Consumer Perception
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Perceptual ProcessSensory Stimuli Sensory ReceptorsSights Eye
Sounds EarsSmells NoseTaste Mouth
Textures Skin
EXPOSURE ATTENTION INTERPRETATION
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The Nature of Perception Exposure: When a stimulus comes within range of our
sensory receptor nerves Random vs. planned
Attention: When the stimulus activates one or moresensory receptor nerves and the resulting sensations goto the brain for processing
Low vs. High Involvement
Interpretation: The assignment of meaning to sensations Low vs. High Involvement
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Information Processing for Consumer Decision Making
EXPOSURERandom Deliberate
ATTENTIONLow Involvement High Involvement
INTERPRETATION Low Involvement High Involvement
MEMORY
Short Term Long TermActive Problem Solving Stored Experiences,Hope, Values,Decisions, Feelings
PURCHASE AND CONSUMPTION DECISIONS
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Involvement
Symbolic Meanings Regarding the Self (e.g.,clothes)
Social Visibility (e.g., iPod) Time Commitment to the Purchase (e.g., hot water
heater) Price (e.g., cars) Potential Harm to Self or Others (e.g., mountain
climbing equipment) Potential for Poor Performance (e.g., aerobic
shoes)
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Elements of Perception Sensation : The immediate and direct response of
the sensory organs to stimuli. Absolute threshold : It is the lowest level at which
an individual can experience a sensation. Eg.Message written of Billboard.
Differential threshold : The minimal differencethat can be detected between two similar stimuli iscalled the differential threshold or just noticeabledifference.
Increase of Rs 5 on premium juice (Rs 150 / liter)and on petrol.
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Marketing Applicationsof the JND Need to determine the relevant j.n.d. for their products.
Below jnd level : To hide the negative changes.(Reduction in product size or quality, increase in price).
Above j.n.d. level : To highlight the productimprovements ( improved or updated packaging, largersizes or lower price)
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SubliminalPerception
Perception ofvery weak orrapid stimuli
received belowthe level ofconscious
awareness.
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Subliminal Perception 1957: Drive-In Movie Theater
Eat popcorn and Drink Coca Cola were flashed on the screen. (58%
and 18% inc.) 1990s: Allegations against Disney
In Aladdin movie, hero allegedly whispers good teenagers, take offyour clothes in a sub -audible voice.)
Extensive research had shown no evidencethat subliminal advertising can causebehavior changes.
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WebersLaw
A theory concerning the perceived differentiation between similar stimuli ofvarying intensities (i.e., thestronger the initial stimulus,
the greater the additionalintensity needed for thesecond stimulus to be
perceived as different).
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection People attend to only a small portion of
the stimuli to which they are exposed. Consumers choose on the basis of
Personal & Stimulus factors. Personal factors are Consumers
experience Perceptual Filters Consumers motives
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Perceptual Vigilance
Consumers are more likely to be aware of stimuli that relateto their current needs.
Perceptual DefensePeople see what they want to see.
Adaptation (Becomes habitual)Degree to which consumers continue to notice a stimulusover time. Depends onIntensity Less intense stimuli (soft sounds or dimcolor)habituate as they have less sensory impact.Duration Stimuli that require relatively lengthy exposure inorder to be processedDiscrimination Simple stimuli habituate as they do notrequire attention to detail.
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Stimulus Selection Factors
Stimuli that differs from others around them aremore likely to be noticed (Webers Law). Thiscontrast can be created as :
Size and Intensity Influence the probability of paying attention Color and Movement Serve to attract attention Position Placement of the object in a persons visual field Isolation the separation of a stimulus object from other objects Format manner in which the message is presented Contrast the tendency to attend more closely to stimuli that
contrast with their background
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Individual Factors Interest a reflection of overall
lifestyle and the ability to attend toinformation
Need reflection of long-term goalsand plans and their short-term needs
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Nonfocused Attention
Hemispheric Lateralization activity that takes place oneach side of the brain
Left Side primarily responsible for rational thoughtincluding verbal information, symbolic representation,sequential analysis, conscious thought.
Right side deals with pictorial, geometric, timeless andnonverbal information without the individual being ableto verbally report it. Works with impressions andimages.
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Amity Business SchoolDeterminants of Interpretation
Individualcharacteristics
GestaltInterpretation:
Cognitive Affective
S Stimuluscharacteristics
S Situationalcharacteristics
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Interpretation Cognitive interpretation process whereby
stimuli are placed into existing categories ofmeaning
Affective interpretation the emotional orfeeling response triggered by a stimulussuch as an ad
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Interpretation Characteristics Individual:
Learning accumulation of life experiences Expectations
Situational:
Contextual Priming impact that the content of the materialsurrounding an ad will have on the interpretation of the ad. (e.g.,Coke and the news)
Stimulus: Sensory Discrimination ability to distinguish between similar
stimuli. Just-Noticable-Difference (ie., jnd) the minimal amount that onestimuli can differ from another with the difference still beingnoticed.
Individuals typically do not notice relatively small differencesbetween brands or changes in brand attributes (e.g., candy bars).
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Interpreting Images What does thismean? Proximity Principle refers to the tendency to
perceive objects or events that are close to oneanother as being related or as sharingattributes.
Consumer Inferences the process bywhich consumers assign a value to anattribute or item not contained in an ad onthe basis of other data in the ad
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Impact on Marketing Strategy Impact on Retailers
Store interiors; shelf position; POP displays; reference prices
Brand Name and Logo Development Linguists and computers often used to develop Co-branding giving two brand names to a single product
Effective Media Strategy Selective Exposure
Advertisement and Package Design Capture attention and convey meaning Strategies: Utilize stimulus characteristics; tie message to a
topic the target audience is interested in.
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Warning labels and Disclaimers
Evaluating Advertising effectiveness Exposure must physically reach the consumer; measures:
people meters, diaries, clickthrough Attention consumer must attend to message; measures:
Day-after recall; recognition tests; Starch scores Interpretation Must be properly interpreted; measures: focus
groups, survey research Memory must be stored in memory in a manner that will
allow retrieval under the proper circumstances
Ethical Concerns Presenting a brand in a favorable light or completely
accurately. Ambush marketing involves any communication or activity
that implies, or from which one could reasonably infer, that anorganization is associated with an event, when in fact it is not.
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Logos Influence on Image
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Principles of PerceptualOrganization Figure and ground
(Product Placement) Grouping (multiple
benefit) Closure (incomplete
picture, completethe sequence)
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Issues In Consumer Imagery Product Positioning and Repositioning Positioning of Services Perceived Price Perceived Quality Retail Store Image Manufacturer Image Perceived Risk
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Positioning Establishing a
specific image for a brand in relation to
competing brands.
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Positioning Techniques Umbrella
Positioning Positioning
AgainstCompetition
PositioningBased on aSpecific Benefit
Conveying aProduct Benefit
Taking anUnownedPosition
Positioning forSeveral Positions
Repositioning
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PerceptualMapping
A research techniquethat enables
marketers to plotgraphicallyconsumers
perceptions
concerning productattributes of specific
brands.
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Parametres for perceptual Mapping mapping Attributes
Features of the product
Non-AttributesCompetitors availability in the market
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Perceptual Mapping
QualityPrice
Style & design
Trust
DurabilityReliability
Fuel efficiencyCost of Spares
Datasun
Contemporary looks,Seating & luggage space
Maruti Suzukisnew car YL7
(B/W Zen estillo & Astar)