Chapter 6 - Perception- Consumer Behavior 11e
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Transcript of Chapter 6 - Perception- Consumer Behavior 11e
Lecturer: Ambreen Bashir
College of Business Management
Institute of Business Management
Archetype Images in Advertising Archetypal images are characters that represent deeply
fundamental human needs and desires, and have often been used by the advertising industry to subtly persuade consumers to purchase their products or services.
Advertisers use 12 archetypes to drive purchasing decisions.
Archetype Personality types‘Caregiver.’ Selfless and caring.‘Creator.’ An innovator, creator of new stuff.‘Explorer.’ Strives for freedom and independence.‘Hero.’ Courageous, wants to prove worth – not deterred by danger.‘Innocent.’ Trusting and enjoys peacefulness.‘Jester.’ Living life in a fun way‘Lover.’ Enjoys intimacy. Finds and gives love.‘Magician.’ Wizards of transformation, believes change can happen.‘Outlaw.’ Rule-breakers, seeks to revolt.‘Regular Guy/Gal.’ Connects with others, enjoys life without change.
‘Ruler.’ Exerts power and control.‘Sage.’ Truthful, often seek knowledge to understand the world better.
Use of Archetypal Advertising• Hero: The Marlboro man, the Old Spice guy, GI Joe and Gillette Razors, • Outlaw: Harley-Davidson, Red-Bull, Mountain Dew• Magician: Harry Potter-like, Disneyland-ish, Wizard of Oz-type,Apple products.• The regular guy: Ikea, Kamal, Mobilink, Ebay• Jester: Ufone, Joe Camel• Lover: Ponds Age-Defying, Godiva,Slice•Innocent: Dove, Johnsons• Explorer: Amazon.com, Jeep, OLX• Sage: Max Bar, Tetlet tea, Surf Excel• Creator & Ruler: Raymond Suit, Microsoft, American Express, Lego•Caregiver: Campell Soup, Dalda, Volvo
Consumer Perceptions Perception is the process by which stimuli are selected,
organized and interpreted.
Perception- process of giving meaning to sensory stimuli
Requires attention to a stimulus
Perceptions- often goal or value oriented
Exposure and Attention Degree to which people notice a stimulus within range
of their sensory receptors
Marketers must ensure that people are exposed to their marketing messages, thus able to sense them in the first place
Problems?
How do you overcome?
Exposure and Attention?
an interactive outdoor campaign for Ford. The "Ford Miracles" ads consists of interactive posters that look at people and react to their actions. The voice and facial expressions of the guy in the poster are controlled by an actor hidden in a booth nearby. The interactive
billboards were placed at the main train stations in Belgium
Sensory Dynamics of PerceptionPre-Attentive Processing- Sensation: Exposure to stimulus- use of five senses Vision, smell, sound, taste, touch For pre-attentive processing we need to consider sensory
dynamics of perception Absolute Threshold – Minimum Level-’something’ or ‘nothing’
Sensory adaptation-
Differential Thresholds- Just Noticeable Difference (JND)- when will a change be noticed.
To be noticed? Not to be noticed? Subliminal Perception: beneath the threshold.
1957- Eat Popcorn and drink Coca Cola: Popcorn sales increased 48% and coca-cola sales increased 18%
Criticism: a vivid imagination can see whatever it wants to see in any situation
Perception?
Perception
Perception
Perception
Perception
Elements of Perception/Perceptual Process.1. PERCEPTUAL SELECTION : interaction of expectations and motives with the nature of stimulus itself
1. Selective Exposure
Remember, most exposure is involuntary!
Can you think of voluntary exposure?
Exposure is selective also
Sometimes consumers go out of the way to ignore some
messages
Exposed to 300 ads. daily, 18,000 product faces in average
supermarket.
Zipping, Zapping
TV audience figs/rates all about exposure!
Exposure Impetus to find novel unexpected exposure points
where consumers will be “ambushed”
e.g? sponsorship, airport carousels, bus shelters,supermarket dockets, taxis, matches, parking feedockets, aircraft etc.
e.g. Bulbulay and Q-mobile
2. Selection/Selective Attention
that portion of stimuli selected for perceptual processing or focal attention
Individual determinants: Motives and goals determine what we attend to –
perceptual vigilance , we tend to notice things immediately that are important to us
perceptual defence: we don't see what we don't want to see
INVOLUNTARY ATTENTION is the challenge!Factors in Stimulus novelty,
humour
contrast
movement
intensity
isolation
ambiguity
Perceptual OrganizationStimulus Organization-
Categorization involves comparison between a perceived stimulus and prior categorical knowledge
Informs how we will interpret stimulus
Gestalt psychology- totality of a set of stimuli rather than from an individual stimuli
Some concepts-
Principles of Closure, Grouping, figure and ground
Closure: If enough of the shape is indicated, people perceive the whole by filling in the missing information.
Figure & Ground: In this image, the figure and ground relationships change as the eye perceives the form of a shade or the silhouette of a face.
Proximity/Grouping: When the squares are given close proximity, unity occurs. While they continue to be separate shapes, they are now perceived as one group.
Use of figure-ground by wrangler
3. Perceptual ProcessPerceptual Interpretation
Derived from prior knowledge as well
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Product Positioning
A psychological perspective: What is the Meaning of a Brand?
• Physical product/service PLUS… something else…
• “a brand is not a product. It is the product’s essence,
its meaning and its direction, and it defines its
identity in time and space” (Kapferer, 1992)
• Brand as images in consumer’s mind
• “nothing more than the sum of all the mental
connections people have around it” (Brown, 1992)
Positioning A brand name (or sign or symbol) and an idea…. In the mind
of the consumer……… That is relevant and valued…………. And different from competitors.
To Design an Offering and Image to Occupy a Distinctive Place in the Mind of the Target Market
Brands and their relation towards competing brands are stored in unique position in consumers brain. (e.g. Q mobile is cheaper than Nokia)
Example of a Positioning Statement : To busy professionals (target group), Palm Pilot (Brand) is an
electronic organiser (concept) that allows you to back up files on your PC more easily and reliably than competitive products (point of difference).
How Slogans help create image Apple Computers
Ad slogans: Think different.Apple Macintosh. The computer for the rest of us.The Power to Be Your Best.Macintosh. It Does More. It Costs Less. It's that Simple.
IBM (International Business Machines) ComputersSlogans: I think, therefore IBM.
Think.IBM. Computers help people help people.Solutions for a small planet.
Acer (range of computers, notebooks, monitors…)Advertising slogans: Empowering People.
Acer. We hear you.
Compaq ComputersTaglines: Compaq. Inspiration technology.
Has it changed your life yet?For the next generation of big businesses.
Dell ComputersSlogans: Dell. Purely You.
Dell. Uniquely You. (Australia)Easy as Dell. Be direct.
Decisions and Activities Embodied in the Composite Positioning Model
Positioning Aims
Positioning Objective
Positioning Strategy
CommunicationsConsumer
Perceptions
Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research
Positioning Aims ‘Profit and market share: This reflects a desire to
achieve profits through increased market share.
2. Profit and status: In this aim, profit is to be achieved through the development of an image of exclusivity, rarity, or other similar status seeking images.
3. Profit and Cobranding: This aim concerns efforts in achieving profits through association or relationship with other firms and/or their brands.’
Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research
Positioning Objectives ‘Functional: These objectives reflect basic and/or practical propositions
and require specific product/services. For example, vacuum cleaners, computers, credit cards, insurance, etc. that are meant to solve a basic problem, prevent a potential basic problem, or restructure a frustrating situation. Examples are basic necessity goods.
2. Symbolic: Unlike functional objectives, symbolic objectives are meant to satisfy internally generated needs such as enhancement, group membership, ego identification, and the desire to impress. Examples include luxury goods.
Experiential: These are objectives that require sensory pleasure, variety, and with cognitive awareness. A brand with an experiential objective is therefore aimed at satisfying variety and stimulation based needs such as entertainment, pleasure seeking, cosmetics, etc.’
Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising, Journal of Advertising Research
Positioning Strategies Strategy 1: Top of the range:
Upper class, Top of the range, Status, Prestigious, Posh
Strategy 2: Service;
Impressive service. Personal attention, Consider people as important. Friendly service
Strategy 3: Value for money:
Reasonable price. Value for money, Affordability
Strategy 4: Reliability:
Durability, Warranty, Safety, Reliability
Strategy 5: Attractive:
Good aesthetics, Attractive, Cool, Elegant
Strategy 6: Country of origin:
Patriotism, Country of origin
Strategy 7: The Brand Name:
The name of the offering, Leaders in the market, Extra features. Choice, Wide range
Strategy 8: Selectivity:
Discriminatory, Selective in the choice of customers, High principlesSource: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising,
Journal of Advertising Research
Perceptual Mapping Perceptions typically aggregated into a positioning map
an n-dimensional graph with different attributes (2 or more) that consumers are presumed to care about most in a category
Challenge- Identify a desirable position on map
Develop plan to capture and dominate this position
Perceptual Mapping
Prescriptive strategies for brand positioning problems.
Do target markets
perceptions correspond
to intended positioning
Is brand deficient in
key’
relative to competitors
YES
NO
YES NO
1. All is well
2. If market is still not profitable,
find a more profitable segment and
Position brand in this new target
market
Jump the competition:
Introduce new attributes and
develop new promotional plan
Correct misconceptions:
Modify market’s beliefs via
revised promotional plan
Reposition brand:
Correct deficiencies in attributes;
promote new product
Convince existing segment
That deficient attributes
are relatively unimportant
Market to a new segment
not sensitive to attribute
deficiencies