Schiffman cb10 ppt_06

Consumer Perception

CHAPTERSIX

Learning Objectives

1. To Understand the Sensory Dynamics of Perception.

2. To Learn About the Three Elements of Perception.

3. To Understand the Components of Consumer Imagery and Their Strategic Applications.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Six Slide

Perception

• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

• Elements of Perception– Sensation– Absolute threshold– Differential threshold– Subliminal perception


Sensation

• Sensation is the immediate and direct response of the sensory organs to stimuli– A stimulus is any unit of input to any of the senses.

• The absolute threshold is the lowest level at which an individual can experience a sensation.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 4

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Differential Threshold (Just Noticeable Difference – j.n.d.)

• Minimal difference that can be detected between two similar stimuli

• Weber’s law– The j.n.d. between two stimuli is not an absolute

amount but an amount relative to the intensity of the first stimulus

– The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.


Marketing Applications of the J.N.D.

• Marketers 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


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Discussion Question

• How might a cereal manufacturer such as Kellogg’s use the j.n.d. for Frosted Flakes in terms of:– Product decisions– Packaging decisions– Advertising decisions– Sales promotion decisions


Subliminal Perception

• Stimuli that are too weak or too brief to be consciously 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


Aspects of Perception

Selection

Organization

Interpretation


Perceptual Selection

• Includes the product’s physical attributes, package design, brand name, advertising and more…

Nature of the stimulus

• Based on familiarity, previous experience or expectations.Expectations

• Needs or wants for a product or service.Motives


Selection Depends Upon:

Why Are ConsumersLikely to Notice This Ad?

11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide

The Attention-Getting Nature of a Dramatic Image


Discussion Questions

• What marketing stimuli do you remember from your day so far?

• Why do you think you selected these stimuli to perceive and remember?


Perceptual SelectionImportant Concepts


Selective Exposure

• Consumers seek out messages which:• Are

pleasant• They can

sympathize• Reassure

them of good purchases

Selective Attention

• Heightened awareness when stimuli meet their needs

• Consumers prefer different messages and medium

Perceptual Defense

• Screening out of stimuli which are threatening

Perceptual Blocking

• Consumers avoid being bombarded by:• Tuning out• TiVo

Organization

• Figure and ground

• Grouping• Closure

• People tend to organize perceptions into figure-and-ground relationships.• The ground is usually

hazy.• Marketers usually

design so the figure is the noticed stimuli.

Principles


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Organization



• People group stimuli to form a unified impression or concept.• Grouping helps

memory and recall.

Principles


Organization



• People have a need for closure and organize perceptions to form a complete picture.• Will often fill in missing

pieces• Incomplete messages

remembered more than complete

Principles


What Element of Perceptual Organization Is Featured in This Ad?


Closure


Discussion Question

• Do you agree you remember more of what you have NOT completed?

• How might a local bank use this in their advertising?


Interpretation

Stereotypes

Physical Appearances

Descriptive Terms

First Impressions

Halo Effect

• People hold meanings related to stimuli


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Interpretation

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

• Positive attributes of people they know to those who resemble them• Important for model

selection


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

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Interpretation

• Verbal messages reflect stereotypes


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

How Does This AdDepict Perceptual Interpretation?


It Contrasts the Powerful Durango with Less Rugged Referred to in the Ad as the “Land Of Tofu.”


Interpretation

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

• First impressions are lasting• The perceiver is

trying to determine which stimuli are relevant, important, or predictive


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Interpretation

Stereotypes


Descriptive Terms

First Impressions

Halo Effect

• Consumers perceive and evaluate multiple objects based on just one dimension


Stereotypes


Descriptive Terms

First Impressions

Halo Effect

Product Positioning

• Establishing a specific image for a brand in the consumer’s mind in relation to competing brands

• Conveys the product in terms of how it fulfills a need

• Successful positioning creates a distinctive, positive brand image


Which Concepts of Perception Are Applied in These Ads?


The Principle Of Contrast


Packaging as a Positioning Element

• Packaging conveys the image that the brand communicates to the buyer.

• Color, weight, image, and shape are all important.

• Repositioning might be necessary because:– Increased competition– Changing consumer tastes


Perceptual Mapping

• An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands


Perceptual Mapping Figure 6.9


Positioning of Services

• Image is a key factor for services• Services often want a differentiated

positioning strategy to market several versions of their service to different markets.

34Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Which Elements of This Ad Convey the Restaurant’s Perceptual Position and How?


The Steak Knife and the Reference to Vegetarians Convey The Position of the Restaurant as a

Well-Established Steakhouse


Perceived Price and Perceived Quality

• Reference prices – used as a basis for comparison in judging another price– Internal– External

• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues


Three Pricing Strategies Focused on Perceived Value - Table 6.4

Pricing Strategy Provides Value By… Implemented As…

Satisfaction-based pricing

Recognizing and reducing customers’ perceptions of uncertainty, which the intangible nature of services magnifies

Service guaranteesBenefit-driven pricingFlat-rate pricing

Relationship pricing Encouraging long-term relationships with the company that customers view as beneficial

Long-term contractsPrice bundling

Efficiency pricing Sharing with customers the cost savings that the company has achieved by understanding, managing, and reducing the costs of providing the service

Cost-leader pricing

Chapter Six Slide 38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Measuring Perceptions of Brand Luxury


Perceived Quality of Services

• Difficult due to characteristics of services– Intangible– Variable– Perishable– Simultaneously Produced

and Consumed

• SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service


Price/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.)


How Can This Ad Affect the Service’s Perceived Quality?


It Uses a Process Dimension in Advertising a Newly-Formed Business Class on an Airline


Discussion Questions

• When have you used price as an indicator of quality?

• Were you correct?


Which of the Ad’s Elements Conveys the Product’s Quality?


The Slogan on the Ad’s Bottom Left Reads “Perfection Has Its Price”


Retail Store Image

Brands carried Prices Level of

service

Store ambiance Clientele Product

assortment

Discounts

47Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Manufacturer’s Image

• Favorable image tied to new product acceptance

• Companies sponsor community events to enhance images

• Product and institutional images


Perceived Risk

• The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision

• Types– Functional Risk– Physical Risk– Financial Risk– Social Risk– Psychological Risk– Time Risk


How Consumers Handle Risk

• Seek Information• Stay Brand Loyal• Select by Brand Image• Rely on Store Image• Buy the Most Expensive Model• Seek Reassurance


All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall


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