CHAPTER 2

PERCEPTION

Objective 1

“Perception is a three-stage process that translates raw stimuli into

meaning.”

Sensation

The immediate response of our sensory receptors (eyes,

ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture).

Perception

The process by which people select, organize, and interpret

these sensations.

An Overview Of The Perceptual Process

Objective 2

“The design of a product is now a key driver of its success or failure.”

• Marketers’ messages are more effective when they appeal to several senses

• Sensory experiences we receive from products and services play an even bigger role when we choose among competing options

• These responses are an important part of hedonic consumption : multisensory, fantasy, and emotional aspects of customers’ interactions with products.

• Consumers increasingly want to buy things that will provide hedonic value in addition to simply doing what they’re designed to do → focus on the emotional impact of the product

• Human brains are wired to appreciate good design → faster reaction times when they saw aesthetically pleasing packages even compared to well-known brands

• Mass-market consumers thirst for great design, and they reward those companies that give it to them with their enthusiastic patronage and loyalty.

• Design is substance, form is function.

Objective 3

“Products and commercial messages often most of them won’t influence

us. Appeal to our senses, but because of the profusion of theses

messages. “

Sensory marketing menekankan keterkaitan antara panca indera dengan suatu produk atau jasa. Kelima panca indera telah membantu konsumen untuk

memutuskan produk mana yang paling menarik dari segala penawaran yang ada di pasar.

Tentunya sensory marketing itu sendiri akan mempengaruhi perilaku konsumen. Karakter sensorik dari sebuah produk, seperti sentuhan, bau, rasa, bunyi dan

tampilan dari sebuah produk akan mempengaruhi perilaku konsumen. Karakter ini kemudian akan mempengaruhi apa yang dirasakan, apa yang dipikirkan, apa yang

diingat, apa yang disukai dan bahkan bagaimana kita memilih produk tersebut.

Oleh sebab itu, dengan menekankan pada karakter sensorik sebuah produk ataupun jasa, atau bahkan menciptakan suatu sensasi baru, maka kita dapat

meningkatkan perilaku, persepsi dan kepuasan konsumen.

Oleh sebab itu, kunci keberhasilan suatu perusahaan terletak pada bagaimana perusahaan tersebut dapat menciptakan sensory signature atas

produk atau jasa yang diproduksi. Hal ini akan meninggalkan impresi sensorik tersendiri terhadap konsumen.

Adanya profusion atau pemborosan terhadap pesan produk dan komersial akan menghilangkan keunikan produk atau jasa tersebut. Selain itu, tidak akan ada kesan yang mendalam dan memori yang terngiang untuk cukup

membuat konsumen tertarik mengkonsumsi barang dan jasa terebut.

Objective 4

“The Concept of sensory threshold is important to marketing

communication. “

Psychophysics : ilmu yang fokus pada bagaimana lingkungan fisik

diintegrasikan dengan subjektivitas kita.

The Absolute Threshold :

Merujuk pada jumlah minimum dari stimulasi yang dapat dideteksi oleh seseorang dengan saluran sensorik yang diberikan. Hal ini merupakan

pertimbangan yang sangat penting ketika kita mendesain rangsangan pemasaran.

The Differential Threshold:

Merujuk pada kemampuan sistem sensorik untuk mendeteksi adanya perubahan atau perbedaan antara

dua rangsangan. Perbedaan minimum yang dapat dideteksi antara kedua stimuli disebut dengan just noticeable difference. Tentunya seorang marketer menginginkan konsumen untuk sensitif terhadap

perubahan yang diterapkan ketika memasarkan suatu produk/jasa. Namun, kemampuan konsumen untuk

mendeteksi hal ini tergolong relatif. Weber’s Law mengatakan bahwa semakin kuat rangsangan utama, maka semakin besar juga perubahan yang membuat

konsumen sadar akan hal tersebut.

Objective 5

“Subliminal advertising is a controversial-but largely ineffective-

way to talk to customers. “

• Subliminal persuasion and related techniques are controversial.– The evidence of its effectiveness is virtually nonexistent

as well.

• Factors that determine which stimuli (above the threshold level) do get perceived:• (1) Exposure to the stimulus, • (2) how much attention it generates, • (3) how it is interpreted.

• In crowded stimulus environment, advertising clutter occurs when too many marketing-related messages compete for attention – thus reducing the effectiveness of subliminal persuasion.

Objective 6

“We interpret the stimuli to which we do pay attention according to learned

patterns and expectations. “

• We classify and organize stimulus according to principles of perceptual organization.– A Gestalt, or overall pattern, guides these

principles.

• Specific grouping principles include:– (1) closure, (2) similarity, and (3) figure-ground

relationships.

• Symbols help us make sense of the world by providing us with an interpretation of a stimulus that others often share.

• The degree to which the symbolism is consistent with our previous experience affects the meaning we assign to related objects.

Objective 7

“The field of semiotics helps us to understand how marketers

use symbols to create meaning.”

Semiotics : a field of study that examines the correspondence

between signs and symbols and the meaning or meanings they convey.

Semiotic Relationships of a Marketing Message :Object, Sign, Interpretant

Sign (Image) Object (Product) Interpretant (Meaning)

Icon :a sign that resembles the product in some

way

Index :a sign that connects to a product because

they share some property

Symbol :a sign that relates to a product by either conventional or agreed-on associations

Hyperreality : the becoming real of what is initially simulation or “hype”

Perceptual PositioningBrand : both functional (features, price, etc.) and symbolic

(image when wearing/using it) Brand Positioning

Dimensions : Lifestyle, Price Leadership, Attributes, Product Class, Competitors, Occasions, Users & Quality.