Chapter 5 Consumer Perception

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Chapter 5Consumer Perception

• Consumer Behaviour
• Canadian Edition
• Schiffman/Kanuk/Das

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Perception
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Perceptual Concepts
Perception is the process by which an individual
selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world. It
is how we see the world around us.

• Sensation
• Absolute threshold
• Sensory Adaptation
• Differential threshold (jnd)
• Webers law
• Subliminal Perception

Selection
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Marketing Applications of the JND

• Need to determine the relevant j.n.d. for their
  products in order to facilitate change

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• As a marketing manager, would you want the
  following changes to fall above or below the jnd?
• Price increases?
• Size decreases?
• Quality improvements?
• Brand name changes?

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Subliminal Perception Effective?

• Extensive research has shown no evidence that
  subliminal advertising can cause behaviour
  changes
• 1957 - James Vicary (Eat Popcorn Drink
  Coca-Cola) never released study descriptives no
  independent evidence
• http//www.snopes.com/business/hidden/popcorn.asp
  
• 1970s - Wilson Bryan Key Sexploitation
• Some evidence that subliminal stimuli may
  influence affective reactions

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Concepts Concerning Selective Perception

• Selective Exposure
• Selective Attention
• Perceptual Defense
• Perceptual Blocking

Which stimuli get selected depends upon
consumers previous experience as it affects
their expectations and their motives at the time
of stimulus exposure.
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How can marketers overcome blocking?
PANEL EXERCISE 1
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Principles of Perceptual Organization

• Figure and ground
• Definition of figure depends on the background
• Grouping
• Information is organized into chunks
• Closure
• Incomplete stimuli create tension

Gestalt Psychology
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Grouping
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Closure
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Closure Continued
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Perceptual Interpretation

• Stereotypes
• Individuals biased pictures in their minds of
  the meaning of various stimuli
• Main factors that influence stereotypes are
• Physical Appearances
• Descriptive terms
• First Impressions
• Halo Effect

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Stereotype
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Perceptual Interpretation

• Kool-Aid Commercials

What is your perception? How was it
formed? Consider perceptual distortion.
Perceptual distortion is the lack of
correspondence between the way a stimulus is
commonly perceived and the way an individual
perceives it under given conditions.
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Consumer Imagery

• Product Positioning and Repositioning
• Perceived Price
• Satisfaction based, relationship and efficiency
  pricing
• Perceived Quality
• Reliance on extrinsic cues SERVQUAL
• Price-Quality Relationship
• Image
• Store and manufacturer
• Perceived Risk

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(continued)
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Figure 5-9 (continued)
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Positioning

• Establishing a specific image for a brand in
  relation to competing brands
• Frequently analyzed using perceptual maps

• Positioning Techniques
• Umbrella Positioning
• Positioning Against Competition
• Positioning Based on a Specific Benefit
• Taking an Unowned Position
• Positioning for Several Positions
• Repositioning

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Perceived Risk

• The degree of uncertainty perceived by the
• consumer as to the consequences
  (outcomes) of a specific purchase decision
• High-risk perceivers ? narrow categorizers
• Low-risk perceivers ? broad categorizers

Types of Risk Functional Psychological Physical F
inancial Social Time Loss
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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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Perception and Marketing Strategy

• Make perceptual selection work in your favour
• Increase accidental exposure
• Use the j.n.d
• Draw attention to your ad using contrast and
  other principles
• Find creative ways to reduce blocking
• Ensure that consumers organize and interpret
  messages correctly
• Develop suitable consumer imagery
• Find ways to reduce perceived risk