Schiff cb ce_05

Chapter 5Consumer Perception

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Opening Vignette

Good Carbs, Bad Carbs– Pasta, white bread, beer are ‘bad carbs’

Beer is perceived as high in bad carbs– Only 11 to 17 gms per bottle– Consumers overestimate carbs in beer– Perceptions have to change– Labatt’s campaign – http://www.labatt.ca

Perception

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

How we see the world around us

Elements of Perception

Elements of PerceptionAbsolute thresholdDifferential thresholdDifferential threshold

Sensation

The immediate and direct response of the sensory organs to stimuli.

A perfectly unchanging environment provides little to no sensation at all!

Differential Threshold or j.n.d

The minimal difference that can be detected between two similar stimuli

Weber’s Law

the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

Marketing Applications of the JND

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

Subliminal Perception

Perception of very weak or rapid stimuli received below the level of conscious awareness

http://www.thoughtscan.com/

Subliminal Perception

1957: Drive-In Movie Theater1974: Publication of Subliminal

Seduction1990s: Allegations against Disneyhttp://www.snopes.com/business/

hidden/popcorn.htm

Is Subliminal Persuasion Effective?

Extensive research has shown no evidence that subliminal advertising can cause behaviour changes

Some evidence that subliminal stimuli may influence affective reactions

Aspects of Perception

Selection

Organization

Interpretation

Perceptual SelectionConscious and unconscious

screening of stimuli

Perceptual Selection

Depends on three major factors–Consumer’s previous experience –Consumer’s motives–Nature of the stimulus

Concepts Concerning Selective Perception

Gestalt Gestalt PsychologyPsychology

Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

Perceptual Selection – Cont’d

Selective exposure– Consumers actively choose stimuli

that they want to seeSelective attention

– Consumers decide how much attention they will pay to a stimulus

Perceptual Selection – Cont’d

Perceptual defence– Consumers screen out

psychologically threatening stimuliPerceptual blocking

– ‘tuning out’ of stimuli

Principles of Perceptual Organization

Figure and ground– Definition of figure depends on the

backgroundGrouping

– Information is organized into chunksClosure

– Incomplete stimuli create tension

Influences of Perceptual Distortion

Physical AppearancesStereotypesFirst ImpressionsJumping to ConclusionsHalo Effect

Issues In Consumer ImageryProduct Positioning and

RepositioningPerceived PricePerceived QualityPrice-Quality RelationshipPerceived Risk

Positioning

Establishing a specific image for a brand in relation to competing brands

Positioning Techniques

Umbrella Positioning Positioning Against Competition Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Un-owned Position Positioning for Several Positions Repositioning

Perceptual Mapping

A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.

Research Insight

Attribute-based approach– Identify attributes that consumers

– Rate brands on these attributes

– Identify ideal level of these attributes

Research Insight

Internet Insight

Non-attribute-based approach– List all brands; identify all pairs

– Arrange pairs in order of similarity

– Identify underlying dimensions

Research Insight

Pricing Strategies Focused on Perceived Value

Satisfaction-based PricingRelationship PricingEfficiency Pricing

Issues in Perceived Price

Reference prices– Internal– External

Tensile and objective price claims

Tensile and Objective Price Claims

Evaluations least favorable for ads stating the minimum discount level

Ads stating maximum discount levels are better than stating a range

Perceived Quality

Perceived Quality of Products– Intrinsic vs. Extrinsic Cues

Perceived Quality of ServicesPrice/Quality Relationship

Price/Quality RelationshipPrice/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).

(continued)

Figure 5-9 (continued)

Perceived Risk

The degree of uncertainty perceived by the consumer as to the consequences

(outcomes) of a specific purchase decision High-risk perceivers are narrow

categorizers Limit their choices to safe alternatives

Low-risk perceivers are broad categorizers Wide range of alternatives preferred

Types of Risk

Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

How Consumers Handle RiskSeek InformationStay Brand LoyalSelect by Brand ImageRely on Store ImageBuy the Most Expensive ModelSeek Reassurance

Perception and Marketing Strategy

Make perceptual selection work in your favour– Increase accidental exposure– Use the j.n.d– Draw attention to your ad using contrast and

other principles– Find creative ways to reduce blocking

» continued

Perception and Marketing Strategy

Ensure that consumers organize and interpret messages correctly

Develop suitable consumer imagery Find ways to reduce perceived risk

Schiff cb ce_05

Education

Schiff cb ce_08

Schiff ch14

Search for the Nuclear Schiff Moment of Radium-225...L.I. Schiff, Phys. Rev. (1963) Nuclear Schiff moment is lowest order, P,T-odd, measurable electric ... Large intrinsic Schiff moment

Schiff cb ce_01

Acquisition of Hapag-Lloyd Cruises by TUI Cruises · 2020-06-07 · Mein Schiff Herz Mein Schiff 1 Mein Schiff 2 Mein Schiff 3 Mein Schiff 4 Mein Schiff 5 Mein Schiff 6 (50/50 JV)

Schiff Glicina

Schiff cb ce_06

Schiff Man 02

Biggest Con Schiff

Schiff Man 04

Quantum Mechanics (Schiff)

Schiff cb ce_04

Schiff News 2014

Rad & Schiff 2012

Schiff cb ce_09

Fachkunde Schiff Bauer

MAIN CB CB CB CB o CB o CB O o MAIN o CB CB CB CB CB CB ...¸ันตรายจากไฟฟ้า... · MAIN CB CB CB CB o CB o CB O o MAIN o CB CB CB CB CB CB muqu Mnnâu :

Das Feuer Schiff

Schiff Cb Ce 12

Schiff Cb Ce 03