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Transcript of 6 Perception 2010
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Perception!
Chapter 6
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What do you see?
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What do you see?
Now what do you see?
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Fun with Color As quickly as you can, say thecolor of each word. (Forinstance, for the word "red," you
will say "green.") Were youconfused? Probably!
Experts aren't sure, but manyscientists believe that one
reason people have difficultywith this puzzle is because yourbrain is "primed," or prepared, topicture things the same color asthe written word. (That's why this
is called a "priming" illusion.) Soif the word "red" is actuallycolored green, then that makesthings confusing!
http://amazingillusions.blogspot.com/2005/06/confusing-signs.htmlhttp://amazingillusions.blogspot.com/2008/06/illusions-with-mathematics.htmlhttp://amazingillusions.blogspot.com/2005/06/puzzles.htmlhttp://amazingillusions.blogspot.com/2005/06/color-adapting-illusions.htmlhttp://amazingillusions.blogspot.com/2006/02/extreme-reading.htmlhttp://amazingillusions.blogspot.com/2006/02/extreme-reading.htmlhttp://amazingillusions.blogspot.com/2005/06/color-adapting-illusions.htmlhttp://amazingillusions.blogspot.com/2005/06/puzzles.htmlhttp://amazingillusions.blogspot.com/2008/06/illusions-with-mathematics.htmlhttp://amazingillusions.blogspot.com/2005/06/confusing-signs.html -
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Through advertising.
Perceptions
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Perception
Copyright 2010 Pearson Education, Inc. Publishing as PrenticeHall
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The process by which anindividual selects,organizes, and interprets
stimuli into a meaningfuland coherent picture of theworld
Elements of Perception SensationAbsolute thresholdDifferential threshold Subliminal perception
Chapter SixSlide
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Sensation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Sensation is the immediate and directresponse of the sensory organs to stimuli
A stimulus is any unit of input to any of the
senses.
Chapter SixSlide
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The absolute threshold
Copyright 2010 Pearson Education, Inc. Publishing as PrenticeHall
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The absolute threshold is the lowest level atwhich an individual can experience asensation.
Consumers adapt and get used to a certainad or message so no longer notice it.
This is one of the reasons why advertisers
change their ads frequently.
Absolute threshold changes over time.
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Differential Threshold(Just Noticeable Difference j.n.d.)
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Minimal difference that can be detectedbetween two similar stimuli
Webers law
The j.n.d. between two stimuli is not an absoluteamount but an amount relative to the intensity ofthe first stimulus
The stronger the initial stimulus, the greater the
additional intensity needed for the secondstimulus to be perceived as different.
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Marketing Applicationsof the J.N.D.
Marketers need to
determine therelevant j.n.d. for
their products so that negative
changes are notreadily discernible to
the public so that product
improvements arevery apparent to
consumersCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter SixSlide
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Subliminal Perception
Stimuli that are too weak or too brief to beconsciously 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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Aspects of Perception
Selection
Organization
Interpretation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Perceptual Selection
Includes the products physicalattributes, package design, brand
name, advertising and more
Nature of the
stimulus
Based on familiarity, previousexperience or expectations.Expectations
Needs or wants for a product orservice.Motives
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Selection Depends Upon:
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Perceptual Selection- Important
Concepts
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SelectiveExposure
Consumersseek out
messageswhich:
Arepleasant
They cansympathize
Reassurethem ofgoodpurchases
SelectiveAttention
Heightenedawareness
when stimulimeet theirneeds
Consumerspreferdifferent
messagesand medium
PerceptualDefense
Screening outof stimuli
which arethreatening
PerceptualBlocking
Consumersavoid being
bombardedby:
Tuning out TiVo
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Perceptual Organization
Figure andground
Grouping
Closure
People tend to organizeperceptions into figure-
and-groundrelationships.
The ground is usuallyhazy.
Marketers usuallydesign so the figure isthe noticed stimuli.
Principles
Chapter SixSlide
Advertised Product =FIGURETV show or backdrop of the ad =GROUND
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Figure and ground
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Product integrated into the plot
The product used by the cast
James Bond-OMEGA
The product associatedwith the character
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Perceptual Organization
Figure andground
Grouping
Closure
People group stimulito form a unifiedimpression orconcept.
Grouping helpsmemory and recall.
Principles
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Grouping
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Cobranded Visa Card
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Perceptual Organization
Figure andground
Grouping
Closure
People have a need forclosure and organizeperceptions to form acomplete picture.
Will often fill in missingpieces
Incomplete messagesremembered more thancomplete
Principles
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
People holdmeanings related tostimuli
Chapter SixSlide
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Stereotypes
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Physical Appearances
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Interpretation
Verbal messagesreflect stereotypes
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Descriptive Terms
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
First impressions arelasting
The perceiver istrying to determinewhich stimuli arerelevant, important,
or predictive
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Consumers perceiveand evaluate multiple
objects based on justone dimension
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Product Positioning
Establishing a specific image for a brand in theconsumers mind in relation to competing
brands
Conveys the product in terms of how it fulfills aneed
Successful positioning creates a distinctive,
positive brand image
Copyright 2010 Pearson
Education, Inc. Publishing asPrentice Hall43 Chapter SixSlide
Packaging as a Positioning
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Packaging as a PositioningElement
Packaging conveys the image that the brandcommunicates to the buyer.
Color, weight, image, and shape are all
important. Repositioning might be necessary because:
Increased competition
Changing consumer tastes
44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter SixSlide
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Perceptual Mapping
An analytical technique that enables marketersto plot graphically consumers perceptions
concerning product attributes of specific
brands
Copyright 2010 Pearson
Education, Inc. Publishing asPrentice Hall46 Chapter SixSlide
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Positioning of Services
Image is a key factor for services
Services often want a differentiatedpositioning strategy to market several versions
of their service to different markets.
47 Chapter SixSlide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Perceived Price and Perceived
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Perceived Price and Perceived
Quality
Reference prices used as a basis forcomparison in judging another price
Internal
External Perceived Quality of Products
Intrinsic vs. Extrinsic Cues
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Perceived Quality of Services
Difficult due tocharacteristics ofservices Intangible
Variable
Perishable
SimultaneouslyProduced andConsumed
SERVQUAL scale
used to measure gapbetween customersexpectation of serviceand perceptions ofactual service
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Price/Quality Relationship
The perception of price as an indicator ofproduct quality (e.g., the higher the price,the higher the perceived quality of the
product.)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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Retail Store Image
Brandscarried
PricesLevel ofservice
Storeambiance
ClienteleProduct
assortment
Discounts
51 Chapter SixSlide
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Manufacturers Image
Favorable image tied to new productacceptance
Companies sponsor community events to
enhance images Product and institutional images
52Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter SixSlide
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Perceived Risk
The degree of uncertainty perceived by theconsumer as to the consequences (outcome) ofa specific purchase decision
Types Functional Risk
Physical Risk
Financial Risk
Social Risk
Psychological Risk
Time Risk
53Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter SixSlide
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How Consumers Handle Risk
Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image Buy the Most Expensive Model
Seek Reassurance
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The Nature of Perception
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The Nature of Perception
Exposure
Random Deliberate
AttentionLow Invol High Invol
InterpretationLow Invol High Invol
Memory
Active PS StoredExperiences, values,decisions, rules etc
Purchase and Consumption Decision
occurs when a stimulus comes within
range of a person
occurs when the receptor nerve passes
the sensation to the brain for processing
is the assignment of meaning to
the received sensation
is the short-term use of this meaning forimmediate decision making or the longerretention of the meaning.
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In reality
The flow from exposure to memory is not linear but the processes
are simultaneous and interactive Memory influences exposure and interpretation
Memory is continuously being shaped
Perception and memory are extremely selective
InformationAvailable
InformationAvailable
LimitedExposure
Inter-pretat
ionInformation
Available
LimitedExposure
ActiveMem-
ory
InformationAvailable
LimitedExposure