Perception

CHAPTERTHREE

Example: Bottled Water

Perception

• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

• Elements of Perception• Sensation• Absolute threshold• Differential threshold• Subliminal perception

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

•Includes products, packages, brand names, advertisements, and commercials

• Sensory receptors are the human organs that receive sensory inputs

• Human sensitivity is the experience of sensation• Varies with individual’s sensory receptors and the

amount of the stimuli

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

• Includes products, packages, brand names, advertisements, and commercials

• Sensory receptors are the human organs that receive sensory inputs

• Human sensitivity is the experience of sensation• Varies with individual’s sensory receptors and the

amount of the stimuli

Sensation

• Sensation itself depends on energy change within the environment where the perception occurs• Great amount of sensory input, small changes

are unnoticeable• Small amount of sensory input, small changes

are noticeable

The Absolute Threshold

• The absolute threshold is the lowest level at which an individual can experience a sensation• Point at which a person can detect a

difference between “something” and “nothing”• As exposure to stimulus increases, we notice

it less (“adaptation”)• Sensory adaptation

The Differential Threshold

• Differential threshold/just noticeable difference (j.n.d): minimal difference that can be detected between two similar stimuli

• Weber’s 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 greater the additional intensity needed for the second stimulus to be perceived as different.

Marketing Applications of the J.N.D.

• Marketers need to determine the relevant j.n.d. for their products• so that negative changes are not readily

discernible to the public• so that product improvements are very apparent

to consumers

Marketing Applications of the J.N.D.—Product

• Less than the j.n.d. is wasted effort because consumers won’t notice the improvement

• More than the j.n.d. is wasteful because consumers will be able to use the product much longer

• Now = shine lasts 20 days

• Research found that 5 days is JND

• 23 day shine won’t work

• 40 day shine would slow down time consumers repurchase

Marketing Applications of the J.N.D.—Price

• Less than the j.n.d. is desirable because consumers won’t notice it

Marketing Applications of the J.N.D.—Promotion

• Marketers update package designs without losing the ready recognition from years of exposure

Subliminal Perception

• Stimuli that are too weak or too brief to be consciously 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 evidence that

subliminal advertising can cause behavior changes

• Some evidence that subliminal stimuli may influence affective reactions

Selective Perception

Mere Exposure Effect

• Represents another way that consumers can learn unintentionally• Consumers will prefer stimuli to which they have been

exposed

• Once exposed to an object, a consumer exhibits a preference for the familiar object over something unfamiliar

Mere Exposure Effect (Ct’d)

• Mere association effect • Occurs when meaning transfers between two

unrelated stimuli that a consumer gets exposed to simultaneously

• Product placements • Involve branded products placed conspicuously in

movies or television shows• Promotions can impart implicit memory among

consumers

Enhancing Consumers’ Attention

• Attention is the purposeful allocation of cognitive capacity toward understanding some stimulus

• Factors that get attention: – Intensity of stimuli– Contrast– Movement– Surprising stimuli– Size of stimuli– Involvement

Comprehension

• The interpretation or understanding that a consumer develops about an attended stimulus• Determines the effectiveness of marketing

communication

Biases in Perception

• People hold meanings related to stimuli

Biases in Perception

• Positive attributes of people they know to those who resemble them

• Important for model selection

Biases in Perception

• Verbal messages reflect stereotypes

Product Positioning

• Establishing a specific image for a brand in the consumer’s mind in relation to competing brands

• Conveys the product in terms of how it fulfills a need• Benefit of product

• Successful positioning creates a distinctive, positive brand image

Perceptual Mapping

• An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands