Perception

04/10/2023 09:12 AM 1

Perception

Consumer Behavior 5th Trisemester J Kavita

04/10/2023 09:12 AM Consumer Behavior 5th Trisemester J Kavita 2

Perception

• A process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment


Elements of Perception

• Sensation• The absolute threshold• The differential threshold• Subliminal perception

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Sensation

• It is the immediate and direct response of the sensory organs to stimuli.

• In marketing parlance stimuli include brand names, advertisement, colors, sounds, packaging etc.

• First reflex to any marketing stimuli or ad is known as sensation .

• Stimulus received by any of the 5 senses is sensation .

Consumer Behavior 5th Trisemester J Kavita


Sensation

• Advertising appealing to the consumer’s senses.

• Marketers use bright colors , innovative concepts ,different visual effects to catch the attention of consumer’s.

• Focus on increasing the sensory inputs


VISUALLY

PERCEPTIVE

VERBALLY PERCEPTIVE

Customers


Absolute Threshold

The lowest level at which an individual can experience a sensation.

The point at which a person can detect a difference between “something” and “nothing "is that persons absolute threshold.


Absolute Threshold

• Lowest degree of sensory inputs at which the consumer becomes aware of a sensation is called absolute threshold.

Example: Jingle played in crowded place on a week day:- The morning – No effect- The evening – Better effect


Differential Threshold

• The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).


Differential threshold or just noticeable difference

• Ads to be designed to have at least those many sensory inputs as will initiate a sensation in the consumer

04/10/2023 09:12 AM 12Consumer Behavior 5th Trisemester J Kavita


Weber’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).


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.


Subliminal Perception

• Subliminal perception:– Occurs when the stimulus is below the level of the

consumer’s awareness.

• Subliminal techniques:– Embeds: Tiny figures that are inserted into magazine:

advertising by using high-speed photography or airbrushing.There is little evidence that subliminal stimuli can bring

about desired behavioral changes.Ethics in using subliminal perception

Subliminal Messages in Ads

• Critics of subliminal persuasion often focus on ambiguous shapes in drinks the use of this technique.

Subliminal Messages in Ads


Supraliminal Perception

• Perception of stimuli that are above the level of conscious awareness is called supraliminal perception which is generally known as perception.


The Perception Process

Selective Exposure

Random Deliberate

Selective AttentionLow involvement High Involvement

Selective InterpretationLow involvement High Involvement

MemoryShort-term Long-term


1.Exposure

Selective perception– Selective exposure– Selective attention– Perceptual defense– Perceptual blocking


Step-1 Selective exposure

• Consumers actively seek out messages that they find pleasant or with which they are sympathetic ,and they actively avoid painful or threatening ones.

CONTROLLING ZAPPING AND ZIPPING

TV advertisers have to cope with ‘Zapping’ (switching across TV channels

with remote control, or completely switching off for some seconds then

switching on again);

and ‘Zipping’ (fast-forwarding the ad part when playing pre-recorded

cassettes / CD / DVD on a VCR / VCP or DVD player).

Research shows that increased levels of clutter reduce effectiveness of

individual ads.

There is inverse relationship between clutter and ad recall.

Time bought on TV does not guarantee exposure, it only provides

opportunity to communicate to the audience.


Muting

• Muting is turning the sound off during commercial breaks.

CONTROLLING ZAPPING AND ZIPPING

The size of the audience shrinks during a commercial break (this break is

also called “pod”). Young adults zap more than the older adults, and men are more likely to zap

than women.

Advertisements placed either at the beginning or the end of commercial breaks, were less prone to be affected by clutter than the ads placed in the middle.

Ads of high-involvement nature were also less prone to be affected by clutter than low-involvement ads.

Advertisers can control the problem of zapping and zipping to some extent by creating ads that are highly entertaining and interesting from the audience’s point of view.


Selective Attention

• Consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest.


Attention and Advertising


Perceptual Defense

• Consumers subconsciously screen out stimuli that they find psychologically threatening even though exposure has already taken place.

• Perceptual defense happens for ads with intense fear appeals.

• Ex : Ads on wearing helmets, smoking


Perceptual Blocking

• Consumers protect themselves from being bombarded with stimuli by simply “tuning out” that is blocking such stimuli from conscious awareness. (channel switching during commercial break)


2.Attention

I. StimulusII. Individual factorsIII. Situational factors

ELEMENTS OF ADS THAT ATTRACT ATTENTION

Four reasons for getting attention to information:

Information that may be highly useful for a person

Information that supports the audience’s opinion about some

tangible or intangible thing

Stimulating information

Interesting information as per the audience.

ELEMENTS OF ADS THAT ATTRACT ATTENTION

People readily expose themselves to information that has practical value for

them.

Headlines that promise something attract attention

A new model in a familiar product category and different features catches

attention

Ad Copy must be short and punchy

Consumers actively search information, in case of high-involvement product

category, when uncertainty and risk is high.

Attention is obtained when an object is significantly different from what it

should be, i.e. a novelty item, or something unexpected, as people like to

have a change.

AD CHARACTERISTICS THAT ATTRACT ATTENTION

Large, full-page ads with colour attract more attention than smaller black and white ads.

The ad copy phrased in concrete and specific terms attracts more attention than the one phrased in abstract terms.

Ads placed on upper half of the left side page gets more attention.

Ads placed on the back of magazines, front inside cover and inside of back cover, attract more reader attention.

Ads that are surprising or funny are more likely to be read.

3.Interpretation Or Comprehension

Attention alone is not enough, the ad message needs to be understood (i.e. comprehension).

Possession of some prior knowledge about the product makes it easier for consumers to comprehend additional information.

Good comprehension of ad message by the audience is extremely important for persuasion to occur.

Simple recall of an ad does not necessarily enhance audience comprehension.

Consumer's comprehension may be purely objective or may add subjective inputs.


COMPREHENSION

Gestalt psychology explains that stimuli are perceived as a whole and hence what is important is to consider the whole ad because it has a meaning that is distinct from its individuals.

Three most basic principles of perceptual organization are:

Figure and Ground

Grouping, and

Closure

Stimulus Organization

• A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images.

• Closure Principle:– People tend to perceive an incomplete picture as

complete.• Principle of Similarity:

– Consumers tend to group together objects that share the same physical characteristics.

• Figure-ground Principle:– One part of a stimulus will dominate (the figure) and other

parts will recede into the background (the ground).


FIGURE AND GROUND

The ‘figure’ is usually perceived clearly as it appears to be well defined, solid and in the forefront.

The ‘ground’ (background) is perceived as indefinite, hazy, and continuous.

The common line separating the figure and ground is perceived as part of the figure rather than the ground.

Learning may affect which stimuli will be perceived as the figure and which as ground.

Perceptual organisation is influenced by motives and expectations based on experience of individuals.

Advertisers should plan their ads to ensure that the stimulus is perceived by the audience as figure and not as ground.


GROUPING

Individuals have a tendency to ‘group stimuli

automatically’, so that they form a unified whole

picture or impression.

This facilitates the individuals memory and recall.

Advertisers can use grouping to imply certain

desired meanings with regard to the advertised

product.

It also helps to remove any ambiguity from stimuli.


CLOSURE

Another Gestalt principle says that individuals have a

need for closure and, as a result of this, consumers

have a conscious or subconscious urge to fill up the

missing portion in a picture or message.

When consumers hear a familiar jingle associated with a

brand, they complete the missing message in their mind.

This act of message completion serves to involve the

audience more deeply, often resulting in enhanced

learning.

Perception

Technology

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