PERCEPTION Aparna Goyal

Amity Business School

PERCEPTIONAparna Goyal


PERCEPTION How we see the world in and around us


PerceptionConsumer as Perceiver

• The objective reality of the product matters a little and what matters is the consumers perception about the product/ brand

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



THE MESSAGES TO WHICH WE DO CHOOSE TO PAY ATTENTION OFTEN WIND UP DIFFERING FROM WHAT THE SPONSORS INTENDED, AS WE EACH PUT OUR PERSONAL SPIN ON THINGS BY ADOPTING MEANINGS CONSISTENT WITH OUR OWN UNIQUE EXPERIENCES, BIASES AND DESIRES.

ADVERTISING ANGLE TO PERCEPTION OF CONSUMERS


Factor Shaping Perception is SENSATION• SENSATION-The immediate and direct

response of our sensory receptors to basic stimuli.

• A perfectly unchanging environment provides little to no sensation at all.

• PERCEPTION - Process by which people select, organize and interpret these sensations.

• Focus is on what we ADD to these raw sensations in order to give them meaning

» Cont….


•Decreased Sensory inputs • Increased Sensory inputs •Absolute threshold•Differential threshold• Subliminal perception


Absolute ThresholdLowest intensity of a stimulus that can

be registered on a sensory channelMinimum stimulation that can be

detected on a given sensory channelWhisperingSmall print characters


Differential Threshold

•Ability of a sensory system to detect changes or differences between two stimuli•Minimum difference we can detect between two stimuli is the J.N.D.


• It concerns the perceived differentiation between similar stimuli of varying intensities (the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

Weber’s Law


Marketing Applications of the JND

We need to determine the relevant j.n.d. for our 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.

Amity Business SchoolPerceptual Process- MARKETING• SIGHTS EYES EXPOSURE

• SOUNDS EARS ATTENTION

• SMELLS NOSE INTERPRETATION

• TASTE MOUTH MEMORY

• TEXTURES SKIN

Amity Business SchoolEXAMPLES

SOFTNESS OF A CASHMERE PULLOVER TASTE OF A NEW FLAVOUR OF ICE-CREAM SMELL OF FRESH ROSES HEARING FAVOURITE SONG SEEING A NEAR & DEAR ONE AFTER YEARS

Amity Business SchoolHEDONIC CONSUMPTION

MULTISENSORY, FANTASY AND EMOTIONAL ASPECTS OF CONSUMERS’ INTERACTIONS WITH PRODUCTS.

Home cleaners with exotic scents – competitive advantage.


SENSORY MARKETING

Amity Business School Extra attention to the impact of sensations on product experiences

Our senses decide which products appeal us and which stand out

Amity Business SchoolVision Colours Design Package Size Style Patterns Trade dress …


LG XD PICTURE TV.mpeg

VISION

Amity Business SchoolSMELL• Odours• Invoke memories• Relieve stress• Store environment• Mood• Relax• Stimulates

Amity Business SchoolTOUCH Tactile stimulation or haptic sense Coca-Cola bottle Massage Winter wind bite Feel & compare textures More sure about what we perceive when we

touch Need For Touch (NFT) scales Touch products in a retail store Silk as luxury, denim as practical & durable

Amity Business SchoolTASTE Electronic mouth Artificial saliva Spicy Bitter Sweet Sour Hot Cold

STEPS

Amity Business SchoolEXPOSURE

STIMULUS

RANGE

CUSTOMERS SENSORY RECEPTOR NERVES

Amity Business SchoolEXPOSURE

•STIMULUS – RANGE - SENSORY RECEPTOR NERVES

•PLACEMENT IN RELEVANT ENVIRONMENT even when not paying attention

•MINUSCULE FRACTION OF STIMULI

•SELF-SELECTED ACTIVE AND DELIBERATE TO ACHIEVE SHORT OR LONG TERM GOALS

•RANDOM IN DAILY ACTIVITIES

•ACTIVE :-

• ZIPPING ~ FAST FORWARD RECORDED COMMERCIALS

• ZAPPING ~ SWITCHING CHANNELS DURING COMMERCIALS

• MUTING ~ SOUND OFF DURING COMMERCIAL BREAKS

• AVOIDANCE ~ *SITUATION *AMOUNT OF CLUTTER* AD PLACEMENT * HOUSEHOLD

• INFOMERCIALS

Amity Business SchoolATTENTIONSTIMULUS

“SEEN” – interesting or less interestingSENSATION TO BRAIN PROCESSING( Perceptual Selection)

Amity Business SchoolATTENTION

•STIMULUS – ACTIVATION – SENSORY RECEPTOR NERVES – SENSATIONS – BRAIN PROCESSING•FACTORS :-

• STIMULUS – – Physical characteristics – SIZE & ATTRACTION, INSERTION

FREQUENCY, INTENSITY (LOUDNESS/BRIGHTNESS/LENGTH)– COLOUR & MOVEMENT – BRIGHT, FAST MOVING– POSITION – placement in visual field, centre/edges– ISOLATION – separation from other objects– FORMAT – arrangement, presentation– CONTRAST– EXPECTATION – unexpected– INFORMATION QUANTITY

• INDIVIDUAL• SITUATION


PERCEPTUAL SELECTION FACTORS• EXPERIENCE• FILTERS• VIGILANCE (needs)• DEFENSE• ADAPTATION (habituate)• Size• Colour• Position• Novelty

Amity Business SchoolINTERPRETATION

MEANING ASSIGNED

SENSATIONS RECEIVED

Amity Business SchoolMEMORYSHORT-TERM USE

MEANING

IMMEDIATE DECISION MAKINGLONGER RETENTION


INTERPRETATION AND MEMORYMEANING ASSIGNED TO SENSATIONS

FUNCTION OF STIMULUS/INDIVIDUAL/SITUATION eg.saleCOGNITIVE INTERPRETATION – STIMULI PLACED IN EXISTING MEANINGAFFECTIVE INTERPRETATION – STIMULI TRIGGERS EMOTIONS/ FEELINGSINDIVIDUAL CHARACTERISTICS – LEARNING AND EXPECTATIONSSITUATIONAL CHARACTERISTICS – mood, time, temperatuire, message, distractions, newsSTIMULUS CHARACTERISTICS – package, colour, message, music, product placement

Similar Stimulus discrimination JND- minimum brand difference but noticed (candy, tissue roll, water

glass – high imagery stimulus) CONSUMER INFERENCES – value assigned missing attribute

CONTEXTUAL PRIMING EFFECTS-positive or negative programming

SEMANTIC

PSYCHOLOGICAL

Amity Business SchoolINFORMATION PROCESSING

ACTIVITY SERIES

STIMULI

PERCEIVED

TRANSFORMED INFORMATION

STORED

Amity Business SchoolInformation ProcessingExposure

Random Deliberate

AttentionLow Involvement

High Involvement

Interpretation

Memory

Active problem solvingStored experiencesValues, decisions, rules, feelings

High Involvement

Low Involvement

Short Term Long Term

Per

cep

tion

Purchase and consumption decisions

Amity Business SchoolPERCEPTUAL DEFENSES

INFORMATION AVAILABLE

LIMITED EXPOSURE

SMALL % ATTENTED

PASSED TO CNS

INTERPRETATION

LIMITED ACTIVE MEMORY

INDIVIDUALS NOT AS PASSIVE RECIPIENTS OF MARKETING MESSAGES


INDIVIDUAL FACTORSINTEREST (GOALS)NEEDINVOLVEMENT

PROGRAM INVOLVEMENT (MAGAZINE, NEWSPAPER, PROGRAM)FOCAL STIMULUS (AD)TIME PRESSURESCROWDED STOREUNPLEASANT ENVIRONMENTSHOPPING PALNONFOCUSED ATTENTIONSUBLIMINAL STIMULI- masked, slow, fast, soft to seeing/hearing

SITUATIONAL FACTORS

STIMULUS MARKETINGGestalt theory – meaning from totality

Closure principle – people perceive incomplete picture as complete, filling up the blanks..

Principle of similarity – consumers group together objects that share similar physical characteristics

Figure-ground principle – one part of stimulus will dominate(figure) and other part recedes into background (ground) – focal point

Hyperreality – process of making real what is initially hype

Amity Business SchoolExamples of Perceptual Positioning

• Lifestyle• Price leadership• Atributes• Product class• Competitors• Occassions• Users• Quality


Perceptual Selection

• Depends on two major factors–Consumers’ previous experience – Expectation–Consumers’ motives


Unexpected Attracts Attention


Biases in perceptual process

Gestalt Gestalt PsychologyPsychology

• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking


Perceptual Organization

• Figure and ground

• Grouping- easy to remember when we associate

• Closure


INTERPRETATION-

• Influences of Perceptual Distortion

• Physical Appearances• Stereotypes e.g Benetton adds• First Impressions• Jumping to Conclusions• Halo Effect


Conclusion

• People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives.


Consumer Imagery

• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturers Image• Perceived Risk


Perceptual Mapping

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

• Pricing Strategies Focused on Perceived Value

• Satisfaction-based Pricing• Relationship Pricing• Efficiency Pricing


• Evaluations least favorable for ads stating the minimum discount level

• Ads stating maximum discount levels are better than stating a range


ASSIGNMENT

Documents

PERCEPTION Aparna Goyal