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Amity Business School
PERCEPTIONAparna Goyal
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Amity Business School
PERCEPTION How we see the world in and around us
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PerceptionConsumer as Perceiver
• The objective reality of the product matters a little and what matters is the consumers perception about the product/ brand
• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is called Perception.
Amity Business School
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THE MESSAGES TO WHICH WE DO CHOOSE TO PAY ATTENTION OFTEN WIND UP DIFFERING FROM WHAT THE SPONSORS INTENDED, AS WE EACH PUT OUR PERSONAL SPIN ON THINGS BY ADOPTING MEANINGS CONSISTENT WITH OUR OWN UNIQUE EXPERIENCES, BIASES AND DESIRES.
ADVERTISING ANGLE TO PERCEPTION OF CONSUMERS
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Factor Shaping Perception is SENSATION• SENSATION-The immediate and direct
response of our sensory receptors to basic stimuli.
• A perfectly unchanging environment provides little to no sensation at all.
• PERCEPTION - Process by which people select, organize and interpret these sensations.
• Focus is on what we ADD to these raw sensations in order to give them meaning
» Cont….
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•Decreased Sensory inputs • Increased Sensory inputs •Absolute threshold•Differential threshold• Subliminal perception
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Absolute ThresholdLowest intensity of a stimulus that can
be registered on a sensory channelMinimum stimulation that can be
detected on a given sensory channelWhisperingSmall print characters
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Differential Threshold
•Ability of a sensory system to detect changes or differences between two stimuli•Minimum difference we can detect between two stimuli is the J.N.D.
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• It concerns the perceived differentiation between similar stimuli of varying intensities (the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).
Weber’s Law
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Marketing Applications of the JND
We need to determine the relevant j.n.d. for our 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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Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
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Amity Business SchoolPerceptual Process- MARKETING• SIGHTS EYES EXPOSURE
• SOUNDS EARS ATTENTION
• SMELLS NOSE INTERPRETATION
• TASTE MOUTH MEMORY
• TEXTURES SKIN
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Amity Business SchoolEXAMPLES
SOFTNESS OF A CASHMERE PULLOVER TASTE OF A NEW FLAVOUR OF ICE-CREAM SMELL OF FRESH ROSES HEARING FAVOURITE SONG SEEING A NEAR & DEAR ONE AFTER YEARS
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Amity Business SchoolHEDONIC CONSUMPTION
MULTISENSORY, FANTASY AND EMOTIONAL ASPECTS OF CONSUMERS’ INTERACTIONS WITH PRODUCTS.
Home cleaners with exotic scents – competitive advantage.
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SENSORY MARKETING
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Amity Business School Extra attention to the impact of sensations on product experiences
Our senses decide which products appeal us and which stand out
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Amity Business SchoolVision Colours Design Package Size Style Patterns Trade dress …
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LG XD PICTURE TV.mpeg
VISION
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Amity Business SchoolSMELL• Odours• Invoke memories• Relieve stress• Store environment• Mood• Relax• Stimulates
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Amity Business SchoolTOUCH Tactile stimulation or haptic sense Coca-Cola bottle Massage Winter wind bite Feel & compare textures More sure about what we perceive when we
touch Need For Touch (NFT) scales Touch products in a retail store Silk as luxury, denim as practical & durable
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Amity Business SchoolTASTE Electronic mouth Artificial saliva Spicy Bitter Sweet Sour Hot Cold
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STEPS
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Amity Business SchoolEXPOSURE
STIMULUS
RANGE
CUSTOMERS SENSORY RECEPTOR NERVES
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Amity Business SchoolEXPOSURE
•STIMULUS – RANGE - SENSORY RECEPTOR NERVES
•PLACEMENT IN RELEVANT ENVIRONMENT even when not paying attention
•MINUSCULE FRACTION OF STIMULI
•SELF-SELECTED ACTIVE AND DELIBERATE TO ACHIEVE SHORT OR LONG TERM GOALS
•RANDOM IN DAILY ACTIVITIES
•ACTIVE :-
• ZIPPING ~ FAST FORWARD RECORDED COMMERCIALS
• ZAPPING ~ SWITCHING CHANNELS DURING COMMERCIALS
• MUTING ~ SOUND OFF DURING COMMERCIAL BREAKS
• AVOIDANCE ~ *SITUATION *AMOUNT OF CLUTTER* AD PLACEMENT * HOUSEHOLD
• INFOMERCIALS
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Amity Business SchoolATTENTIONSTIMULUS
“SEEN” – interesting or less interestingSENSATION TO BRAIN PROCESSING( Perceptual Selection)
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Amity Business SchoolATTENTION
•STIMULUS – ACTIVATION – SENSORY RECEPTOR NERVES – SENSATIONS – BRAIN PROCESSING•FACTORS :-
• STIMULUS – – Physical characteristics – SIZE & ATTRACTION, INSERTION
FREQUENCY, INTENSITY (LOUDNESS/BRIGHTNESS/LENGTH)– COLOUR & MOVEMENT – BRIGHT, FAST MOVING– POSITION – placement in visual field, centre/edges– ISOLATION – separation from other objects– FORMAT – arrangement, presentation– CONTRAST– EXPECTATION – unexpected– INFORMATION QUANTITY
• INDIVIDUAL• SITUATION
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PERCEPTUAL SELECTION FACTORS• EXPERIENCE• FILTERS• VIGILANCE (needs)• DEFENSE• ADAPTATION (habituate)• Size• Colour• Position• Novelty
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Amity Business SchoolINTERPRETATION
MEANING ASSIGNED
SENSATIONS RECEIVED
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Amity Business SchoolMEMORYSHORT-TERM USE
MEANING
IMMEDIATE DECISION MAKINGLONGER RETENTION
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INTERPRETATION AND MEMORYMEANING ASSIGNED TO SENSATIONS
FUNCTION OF STIMULUS/INDIVIDUAL/SITUATION eg.saleCOGNITIVE INTERPRETATION – STIMULI PLACED IN EXISTING MEANINGAFFECTIVE INTERPRETATION – STIMULI TRIGGERS EMOTIONS/ FEELINGSINDIVIDUAL CHARACTERISTICS – LEARNING AND EXPECTATIONSSITUATIONAL CHARACTERISTICS – mood, time, temperatuire, message, distractions, newsSTIMULUS CHARACTERISTICS – package, colour, message, music, product placement
Similar Stimulus discrimination JND- minimum brand difference but noticed (candy, tissue roll, water
glass – high imagery stimulus) CONSUMER INFERENCES – value assigned missing attribute
CONTEXTUAL PRIMING EFFECTS-positive or negative programming
SEMANTIC
PSYCHOLOGICAL
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Amity Business SchoolINFORMATION PROCESSING
ACTIVITY SERIES
STIMULI
PERCEIVED
TRANSFORMED INFORMATION
STORED
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Amity Business SchoolInformation ProcessingExposure
Random Deliberate
AttentionLow Involvement
High Involvement
Interpretation
Memory
Active problem solvingStored experiencesValues, decisions, rules, feelings
High Involvement
Low Involvement
Short Term Long Term
Per
cep
tion
Purchase and consumption decisions
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Amity Business SchoolPERCEPTUAL DEFENSES
INFORMATION AVAILABLE
LIMITED EXPOSURE
SMALL % ATTENTED
PASSED TO CNS
INTERPRETATION
LIMITED ACTIVE MEMORY
INDIVIDUALS NOT AS PASSIVE RECIPIENTS OF MARKETING MESSAGES
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INDIVIDUAL FACTORSINTEREST (GOALS)NEEDINVOLVEMENT
PROGRAM INVOLVEMENT (MAGAZINE, NEWSPAPER, PROGRAM)FOCAL STIMULUS (AD)TIME PRESSURESCROWDED STOREUNPLEASANT ENVIRONMENTSHOPPING PALNONFOCUSED ATTENTIONSUBLIMINAL STIMULI- masked, slow, fast, soft to seeing/hearing
SITUATIONAL FACTORS
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STIMULUS MARKETINGGestalt theory – meaning from totality
Closure principle – people perceive incomplete picture as complete, filling up the blanks..
Principle of similarity – consumers group together objects that share similar physical characteristics
Figure-ground principle – one part of stimulus will dominate(figure) and other part recedes into background (ground) – focal point
Hyperreality – process of making real what is initially hype
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Amity Business SchoolExamples of Perceptual Positioning
• Lifestyle• Price leadership• Atributes• Product class• Competitors• Occassions• Users• Quality
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Perceptual Selection
• Depends on two major factors–Consumers’ previous experience – Expectation–Consumers’ motives
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Unexpected Attracts Attention
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Biases in perceptual process
Gestalt Gestalt PsychologyPsychology
• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking
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Perceptual Organization
• Figure and ground
• Grouping- easy to remember when we associate
• Closure
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INTERPRETATION-
• Influences of Perceptual Distortion
• Physical Appearances• Stereotypes e.g Benetton adds• First Impressions• Jumping to Conclusions• Halo Effect
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Conclusion
• People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives.
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Consumer Imagery
• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturers Image• Perceived Risk
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Perceptual Mapping
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
• Pricing Strategies Focused on Perceived Value
• Satisfaction-based Pricing• Relationship Pricing• Efficiency Pricing
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• Evaluations least favorable for ads stating the minimum discount level
• Ads stating maximum discount levels are better than stating a range
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ASSIGNMENT