Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.
-
Upload
oswin-snow -
Category
Documents
-
view
237 -
download
0
Transcript of Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.
![Page 1: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/1.jpg)
Chapter 6
Consumer Perception
MKT348 CSUNDr. Franck Vigneron
![Page 2: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/2.jpg)
PerceptionPerception
The process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
![Page 3: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/3.jpg)
Elements of Perception
• Sensation• The absolute threshold• The differential threshold• Subliminal perception
![Page 4: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/4.jpg)
Sensory Sensory ReceptorsReceptors
The human organs (eyes, ears, nose, mouth, skin) that
receive sensory inputs.
![Page 5: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/5.jpg)
Absolute Absolute ThresholdThreshold
The lowest level at which an individual can experience a
sensation.
![Page 6: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/6.jpg)
Sensory Sensory AdaptationAdaptation
“Getting used to” certain sensations; becoming
accommodated to a certain level of stimulation.
![Page 7: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/7.jpg)
Differential Differential ThresholdThreshold
The minimal difference that can be detected between two stimuli. Also known as the
j.n.d. (just noticeable difference).
![Page 8: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/8.jpg)
Weber’s LawWeber’s Law
A theory concerning the perceived differentiation
between similar stimuli of varying intensities (i.e., the stronger the initial stimulus,
the greater the additional intensity needed for the second stimulus to be
perceived as different).
![Page 9: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/9.jpg)
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
![Page 10: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/10.jpg)
Subliminal Subliminal PerceptionPerception
Perception of very weak or rapid stimuli received below
the level of conscious awareness.
![Page 11: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/11.jpg)
Aspects of Perception
Selection Organization
Interpretation
![Page 12: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/12.jpg)
Concepts Concerning Selective Perception
• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking
![Page 13: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/13.jpg)
Principles of Perceptual Organization
• Figure and ground• Grouping• Closure
– Zeigernik effect
![Page 14: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/14.jpg)
Zeigernik Zeigernik EffectEffect
A person beginning a task needs to complete it. When he or she is prevented from
doing so, a state of tension is created that manifests itself in improved memory for the
incomplete task.
![Page 15: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/15.jpg)
Issues In Consumer Imagery
• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturers Image• Perceived Risk
![Page 16: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/16.jpg)
Issues in Perceived Price
• Reference prices• Tensile and objective price claims
![Page 17: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/17.jpg)
Reference Prices
• External Reference Price• Internal Reference Price
![Page 18: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/18.jpg)
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
![Page 19: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/19.jpg)
Perceived Quality
• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services• Price/Quality Relationship
![Page 20: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/20.jpg)
Characteristics of Services
• Intangible• Variable• Perishable• Simultaneously Produced
and Consumed
• 6 P’s: Product, Promotion, Price, Place
• And People + Process
![Page 21: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/21.jpg)
A Conceptual Model of the Components of Transaction Satisfaction
Evaluation of Service Quality(SQ)
Evaluation of Service Quality(SQ)
Evaluation of Product Quality(PQ)
Evaluation of Product Quality(PQ)
Evaluation of Price(P)
Evaluation of Price(P)
Transaction Satisfaction(TSAT)
Transaction Satisfaction(TSAT)
![Page 22: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/22.jpg)
Types of Perceived Risk
• Functional Risk• Physical Risk• Financial Risk• Psychological Risk• Time Risk
![Page 23: Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron.](https://reader035.fdocuments.us/reader035/viewer/2022081421/56649ea85503460f94bac8b5/html5/thumbnails/23.jpg)
How Consumers Handle Risk
• Seek Information• Stay Brand Loyal• Select by Brand Image• Rely on Store Image• Buy the Most Expensive Model• Seek Reassurance