Schiff cb ce_05

Chapter 5Consumer Perception

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc. 5-2

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

use

– 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