2nd Chapter Perception By Soloman

7/27/2019 2nd Chapter Perception By Soloman

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Perception

Session 3

Chapter no: 2


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Marketing Quality Circle


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The story of the candy shop:

There are two candy shops next to a school. One shop charges a slightlyhigher price than the other, but still gets most of the students (i.e.,

higher sales). When the children are asked why they purchase from thehigher priced candy shop, they say, The other store takes candy awayfrom us.

It turns out that the lower price shop owner piles candy on a scale andthen removes from the pile to arrive at the desired weight. On the

other hand, the higher price shop owner starts with little candy andadds to it to until the desired weight is reached. This shows that eventhough the same amount is sold in both shops, the buyers perceptionof value is very different. Even though the price is slightly higher at oneshop, the children think they are getting a better value for their buck.The bottom line is, do some market research to understand how your

buyers perceive your product/service. How do they see it incomparison to a competitors products/services? Determining buyerperception is essential to increasing sales, and in turn, increasingprofits.



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CHANGES

AROUND

US

Taste

(Gustatory)


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An Overview of the Perception Process

Figure 2.1


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Sensory Systems

Vision

human eye is only capable of perceiving light atwavelengths between 390 and 750 nanometers.

Smellhuman ear is usually cited as 20 20,000 Hz./ In

actuality, the average hearing threshold is, in fact,between 0 and 5 decibels.

Touch

Taste

HearingMarketing Quality Circle
http://www.google.com.pk/url?sa=i&rct=j&q=touching&source=images&cd=&cad=rja&docid=OuQjIUPhVKwPiM&tbnid=x1d6yacENZ8uBM:&ved=0CAUQjRw&url=http://www.colourbox.com/image/picture-of-happy-blue-eyed-baby-boy-touching-mama-image-2533599&ei=m_YhUev-Nqqp4ASnzIHYBQ&bvm=bv.42553238,d.bGE&psig=AFQjCNGfT2fMvlU5DHA4gpPXZIk7_C6BfQ&ust=1361266654451859http://www.google.com.pk/url?sa=i&rct=j&q=smell+roses&source=images&cd=&cad=rja&docid=JcNOQB-mcdME9M&tbnid=1AWysVltIx4dxM:&ved=0CAUQjRw&url=http://purespiritcreations.com/wordpress/2013/01/03/do-you-cut-of-your-nose-to-spite-your-face/smell-roses-stuart-miles-freedigital/&ei=B_UhUamdFvGK4gTNuoDIAQ&bvm=bv.42553238,d.bGE&psig=AFQjCNHENYypVKhHlXnGedWjP6rxRRf69Q&ust=1361266123230433http://www.animationlibrary.com/animation/21645/Look/


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Sensation and Perception

Sensation:

The immediate response of our sensory receptors (eyes,ears, nose, mouth, fingers) to basic stimuli such as light,color, sound, odors, and textures

Perception:

The process by which an individual selects, organizes, andinterprets stimuli into a meaningful and coherent pictureof the world.

The Study of Perception: Focuses on what we add to raw sensations to give them

meaning


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Exposure

A stimulus comes within range of someones

sensory receptors

Deliberate Exposure

Random Exposure



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Sensory Thresholds & Subliminal Perception

Sensory Thresholds:

Psychophysics: The science that focuses on how the physical environment is

integrated into our personal subjective world.

Absolute Threshold: The minimum amount of stimulation that can be detected on a given

sensory channel.

Differential Threshold: The ability of a sensory system to detect changes or differences

between two stimuli. The minimum difference that can be detectedbetween two stimuli is known as thej.n.d. (just noticeable difference).

Subliminal Perception:

Occurs when the stimulus is below the level of the consumers

awareness.


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Exercise


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Attention

Occurs when stimulus activates one or moresensory receptor nerves and the resulting

sensations go to the brain for processing.

Determined by:

1. Stimulus Size

Colour

Position

Novelty

Isolation

Format

Contrast

Compressed messages

Information quantity


2. IndividualInterest

Need

Personal Selection factors

Experience

Perceptual vigilancePerceptual defense

Adaptation

3. Situation

Program involvement


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Interpretation

Assignment of meaning to stimuli

1. Cognitive interpretation

2. Affective interpretation

http://images.google.com.pk/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/a/a4/Sign_Language_Interpretation_1.JPG&imgrefurl=http://commons.wikimedia.org/wiki/File:Sign_Language_Interpretation_1.JPG&usg=__Qgh_Oyn2tvp8gsrMDGoA7Gg0_UA=&h=900&w=900&sz=35&hl=en&start=5&itbs=1&tbnid=nzEl2ZulD7Ev_M:&tbnh=146&tbnw=146&prev=/images?q=interpretation&hl=en&gbv=2&tbs=isch:1http://images.google.com.pk/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/8/82/Sign_Language_Interpretation_2.JPG&imgrefurl=http://commons.wikimedia.org/wiki/File:Sign_Language_Interpretation_2.JPG&usg=__5nTK4uCWa2c5ih5Z5ymTUaVgjcM=&h=900&w=900&sz=35&hl=en&start=7&itbs=1&tbnid=Yd7-TFgHUS-XuM:&tbnh=146&tbnw=146&prev=/images?q=interpretation&hl=en&gbv=2&tbs=isch:1


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Determinants of interpretation


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Determinants of Interpretation

Individual characteristics Learning

Expectation

Situational Characteristics

Temporary characteristics of individual Time available

Physical characteristics

Semiotics

Stimulus Characteristics Gestalt Closure Principle

Principle of Similarity

Figure Ground Principle



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Determinants of Interpretation

1. Individual characteristics

Expectation

Past Learning



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2. Situational Characteristics

a. Temporary characteristics of individualb. Time available

c. Physical characteristics (arrangements)

d. Semiotics

Object

SignInterpr

etant

Icon

Index

Symbol


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3. Stimulus Characteristics

1. Closure Principle

L ke y ur b ain, the n w L nd Rov r

autom tic lly adj sts to anyth ng

2. Principle of Similarity

3. Figure Ground Principle


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Lifestyle Competitors

Price Leadership Occasions

Attributes Users

Product Class Quality

Positioning Strategy

A fundamental part of acompanys marketing efforts asit uses elements of themarketing mix to influence theconsumers interpretation of itsmeaning.

Many dimensions can establisha brands position in themarketplace:

Perceptual Positioning


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2nd Chapter Perception By Soloman