Cb Week 4 Ppt-perception

7/30/2019 Cb Week 4 Ppt-perception

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CHAPTERSIX

Consumer Perception


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Learning Objectives

1. To Understand the Sensory Dynamics of

Perception.

2. To Learn About the Three Elements of

Perception.

3. To Understand the Components of

Consumer Imagery and Their Strategic

Applications.

Copyright 2010 Pearson Education, Inc. Publishing

as Prentice Hall 2Chapter Six

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Perception

The process by which anindividual selects,organizes, and interprets

stimuli into a meaningfuland coherent picture of theworld

Elements of Perception

Sensation Absolute threshold

Differential threshold

Subliminal perception



Slide


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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 the

senses.

The absolute threshold is the lowest level

at which an individual can experience a

sensation.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4

Chapter Six

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http://www.aromaco.co.uk/


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Differential Threshold(Just Noticeable Difference j.n.d.)

Minimal difference that can be detected

between two similar stimuli

Webers law

The j.n.d. between two stimuli is not an

absolute amount but an amount relative to the

intensity of the first stimulus

The stronger the initial stimulus, the greaterthe additional intensity needed for the second

stimulus to be perceived as different.


Chapter Six

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Marketing Applicationsof the J.N.D.

Marketers need todetermine therelevant j.n.d. for

their products so that negativechanges are notreadily discernibleto the public

so that productimprovements arevery apparent toconsumers


Chapter Six

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http://www.ultrasonic-ringtones.com/


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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


Chapter Six

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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

by one or more receptor cells. Is it effective?

Extensive research has shown no evidencethat subliminal advertising can cause behaviorchanges

Some evidence that subliminal stimuli mayinfluence affective reactions


Chapter Six

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Aspects of Perception


Selection

Organization

Interpretation

Chapter Six

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Perceptual Selection


Includes the products physicalattributes, package design, brand

name, advertising and more

Nature of the

stimulus

Based on familiarity, previousexperience or expectations.Expectations

Needs or wants for a product orservice.Motives

Chapter Six

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Selection Depends Upon:


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Why Are ConsumersLikely to Notice This Ad?


Chapter Six

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The Attention-Getting Nature of aDramatic Image


Chapter Six

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Discussion Questions

What marketing stimuli do you remember

from your day so far?

Why do you think you selected these

stimuli to perceive and remember?


Chapter Six

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Perceptual SelectionImportant Concepts



Slide

SelectiveExposure

Consumersseek out

messageswhich:

Arepleasant

They cansympathize

Reassurethem ofgoodpurchases

SelectiveAttention

Heightenedawareness

when stimulimeet theirneeds

Consumerspreferdifferent

messagesand medium

PerceptualDefense

Screening outof stimuli

which arethreatening

PerceptualBlocking

Consumersavoid being

bombardedby:

Tuning out

TiVo


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Organization

Figure and

ground

Grouping

Closure

People tend to organize

perceptions into figure-

and-groundrelationships.

The ground is usually

hazy.

Marketers usually designso the figure is the

noticed stimuli.


Principles

Chapter Six

Slide
http://www.sporcle.com/games/mostvaluablebrandsii.php


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Organization

Figure and

ground

Grouping

Closure

People group stimuli

to form a unified

impression or

concept.

Grouping helpsmemory and recall.


Principles

Chapter Six

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Organization

Figure and

ground

Grouping

Closure

People have a need for

closure and organize

perceptions to form a

complete picture.

Will often fill in missing

pieces

Incomplete messagesremembered more than

complete


Principles

Chapter Six

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What Element of Perceptual OrganizationIs Featured in This Ad?


Chapter Six

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Closure


Chapter Six

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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 their

advertising?


Chapter Six

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Interpretation

People hold meanings

related to stimuli


Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

Chapter Six

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Stereotypes


Descriptive Terms

First Impressions

Halo Effect


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Interpretation

Positive attributes of

people they know to

those who resemblethem

Important for model

selection


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Chapter Six

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Stereotypes


Descriptive Terms

First Impressions

Halo Effect
http://www.oddcast.com/sitepal/


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Interpretation

Verbal messages

reflect stereotypes


Chapter Six

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Stereotypes


Descriptive Terms

First Impressions

Halo Effect


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How Does This AdDepict Perceptual Interpretation?


Chapter Six

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It Contrasts the Powerful Durango with LessRugged 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


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Chapter Six

Slide

Stereotypes


Descriptive Terms

First Impressions

Halo Effect


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Interpretation

Consumers perceive

and evaluate multiple

objects based on justone dimension


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Chapter Six

Slide

Stereotypes


Descriptive Terms

First Impressions

Halo Effect


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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

Copyright 2010 Pearson Education, Inc. Publishingas Prentice Hall 28

Chapter Six

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Which Concepts of Perception AreApplied in These Ads?


Chapter Six

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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 all

important.

Repositioning might be necessary

because:

Increased competition

Changing consumer tastes


Chapter Six

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Perceptual Mapping

An analytical technique that enables

marketers to plot graphically consumers

perceptions concerning product attributes

of specific brands


Chapter Six

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Perceptual MappingFigure 6.9


Chapter Six

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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.


Chapter Six

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Whi h El t f Thi Ad C th


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Which Elements of This Ad Convey theRestaurants Perceptual Position and

How?


Chapter Six

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Th St k K if d th R f t V t i


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The Steak Knife and the Reference to VegetariansConvey The Position of the Restaurant as aWell-Established Steakhouse


Chapter Six

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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


Chapter Six

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Focused on Perceived Value - Table6.4

PricingStrategy

Provides Value By Implemented As

Satisfaction-based

pricingRecognizing and reducing

customers perceptions of

uncertainty, which the

intangible nature of servicesmagnifies

Service guarantees

Benefit-driven pricing

Flat-rate pricing

Relationship pricing Encouraging long-termrelationships with the company

that customers view as

beneficial

Long-term contracts

Price bundling

Efficiency pricing Sharing with customers thecost savings that the company

has achieved by

understanding, managing, and

reducing the costs of providing

the service

Cost-leader pricing

Chapter Six

Slide38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


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Measuring Perceptions ofBrand Luxury


Chapter Six

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Perceived Quality of Services

Difficult due tocharacteristics ofservices Intangible

Variable

Perishable Simultaneously

Produced andConsumed

SERVQUAL scaleused to measure gap

between customersexpectation of serviceand perceptions ofactual service


Chapter Six

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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 the product.)


Chapter Six

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How Can This Ad Affect the Services

Perceived Quality?


Chapter Six

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It Uses a Process Dimension in


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It Uses a Process Dimension inAdvertising a Newly-Formed BusinessClass on an Airline


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Discussion Questions

When have you

used price as an

indicator of quality?

Were you correct?


Chapter Six

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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


Chapter Six

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Retail Store Image

Brandscarried

PricesLevel ofservice

Storeambiance

ClienteleProduct

assortment

Discounts


Chapter Six

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Manufacturers Image

Favorable image tied to new product

acceptance

Companies sponsor community events to

enhance images

Product and institutional images

Cb Week 4 Ppt-perception

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