Post on 31-Dec-2015
description
transcript
2 - 1
Chapter 2
Perception
By Michael R. Solomon
Consumer BehaviorBuying, Having, and Being
Sixth Edition
2 - 2
Sensation and Perception
• Sensation:– The immediate response of our sensory receptors (eyes,
ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures
• Perception:– The process by which sensations are selected, organized,
and interpreted
• The Study of Perception:– Focuses on what we add to raw sensations to give them
meaning
2 - 4
Sensory Systems
• External stimuli, or sensory inputs, can be received on a number of different channels.
• Inputs picked up by our five senses are the raw data that begin the perceptual process.
• Hedonic Consumption:– The multisensory, fantasy, and emotional aspects
of consumers’ interactions with products
2 - 5
Advertisements Appeal to Our Sensory Systems
• This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience.
2 - 6
Sensory Systems - Vision
• Marketers rely heavily on visual elements in advertising, store design, and packaging.
• Meanings are communicated on the visual channel through a product’s color, size, and styling.
• Colors may influence our emotions more directly.– Arousal and stimulated appetite (e.g. red)– Relaxation (e.g. blue)
2 - 7
This ad targets which senses?
• This Finnish ad emphasizes the sensual reasons to visit the city of Helsinki.
2 - 8
Sensory Perceptions - Vision
• Some reactions to color come from learned associations.– (e.g. Black is associated with mourning in the
United States, whereas white is associated with mourning in Japan.)
• Some reactions to color are due to biological and cultural differences.– (e.g. Women tend to be drawn to brighter tones
and are more sensitive to subtle shadings and patterns)
2 - 9
Perceptions of Color
This ad campaign by
the San Francisco
Ballet uses color
perceptions to get urban
sophisticates to add
classical dance to their
packed entertainment
itineraries.
2 - 10
Sensory Perceptions - Vision
• Color plays a dominant role in Web page design.
• Saturated colors (green, yellow, orange, and cyan) are considered the best to capture attention.– Don’t overdo it. Extensive use of saturated colors can
overwhelm people and cause visual fatigue.
• Trade Dress:– Colors that are strongly associated with a corporation, for
which the company may have exclusive rights for their use. • (e.g. Kodak’s use of yellow, black, and red)
2 - 11
Perceptions of Color
• As this Dutch detergent ad demonstrates (Flowery orange fades without Dreft), vivid colors are often an attractive product feature.
2 - 12
VIDEO: Snapple
• Snapple drinks were revived by the Whipper Snapple product, thanks to consumers forming their own perceptions about the product.Click image to play video
2 - 13
Sensory Perceptions - Smell
• Odors can stir emotions or create a calming feeling.
• Some responses to scents result from early associations that call up good or bad feelings.
• Marketers are finding ways to use smell:– Scented clothes
– Scented stores
– Scented cars and planes
– Scented household products
– Scented advertisements
2 - 14
Smell in Advertising
• This ad pokes fun at the proliferation of scented ads. Ah, the scent of sweat.
2 - 15
Sensory Perceptions - Sound
• Advertising jingles create brand awareness.• Background music creates desired moods.• Sound affects people’s feelings and
behaviors.• Muzak uses a system it calls “stimulus
progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots.
• Sound engineering:– Top-end automakers are using focus groups of consumers
to help designers choose appropriate sounds to elicit the proper response.
2 - 16
Sensory Perceptions - Touch
• Relatively little research has been done on the effects of tactile stimulation on the consumer, but common observation tells us that this sensory channel is important.
• People associate textures of fabrics and other surfaces with product quality.
• Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth.
2 - 17
Applications of Touch Perceptions
• Kansai engineering: A philosophy that translates customers’ feelings into design elements.
• Mazda Miata designers discovered that making the stick shift (shown on the right) exactly 9.5 cm long conveys the optimal feeling of sportiness and control.
2 - 18
Sensory Perceptions - Taste
• Taste receptors contribute to our experience of many products.
• Specialized companies called “flavor houses” are constantly developing new concoctions to please the changing palates of consumers.
• Changes in culture also determine the tastes we find desirable.
2 - 19
Exposure
• Exposure:
– Occurs when a stimulus comes within the range of someone’s sensory receptors
• Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages.
2 - 20
Sensory Thresholds
• Psychophysics:– The science that focuses on how the physical environment
is integrated into our personal subjective world.• Absolute Threshold:
– The minimum amount of stimulation that can be detected on a given sensory channel.
• Differential Threshold:– The ability of a sensory system to detect changes or
differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d. (just noticeable difference).
2 - 21
Weber’s Law
• The amount of change that is necessary to be noticed is systematically related to the intensity of the original stimulus
• The stronger the initial stimulus, the greater a change must be for it to be noticed.
• Mathematically:
– K = A constant (varies across senses)– Δi = The minimal change in the intensity required to produce j.n.d.– I = the intensity of the stimulus where the change occurs
I
iK
2 - 22
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.
• Does subliminal perception work?– There is little evidence that subliminal stimuli can bring
about desired behavioral changes.
2 - 23
Subliminal Messages in Ads
• Critics of subliminal persuasion often focus on ambiguous shapes in drinks that supposedly spell out words like S E X as evidence for the use of this technique. This Pepsi ad, while hardly subliminal, gently borrows this message format.
2 - 24
Attention
• Attention:– The extent to which processing activity is devoted
to a particular stimulus.
• Attention economy:– The Internet has transformed the focus of
marketers from attracting dollars to attracting eyeballs.
• Perceptual selection:– People attend to only a small portion of the stimuli
to which they are exposed.
2 - 25
Attention and Advertising
• Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
2 - 26
Personal Selection Factors
• Experience:– The result of acquiring and processing stimulation over
time
• Perceptual vigilance:– Consumers are aware of stimuli that relate to their current
needs
• Perceptual defense:– People see what they want to see - and don’t see what they
don’t want to see
• Adaptation:– The degree to which consumers continue to notice a
stimulus over time
2 - 27
Stimulus Selection Factors
• Size:– The size of the stimulus itself in contrast to the competition
helps to determine if it will command attention.
• Color:– Color is a powerful way to draw attention to a product.
• Position:– Stimuli that are present in places we’re more likely to look
stand a better chance of being noticed.
• Novelty:– Stimuli that appear in unexpected ways or places tend to
grab our attention.
2 - 28
• What technique does this Australian ad rely on to get your attention?
• Does the technique enhance or detract from the advertisement of the actual product?
Discussion Question
2 - 29
Attention to Stimuli
• Interpretation:– The meaning that we assign sensory stimuli.
• Schema:– Set of beliefs to which the stimulus is assigned.
• Priming:– Process by which certain properties of a stimulus
typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar.
2 - 30
Schema-Based Perception
• Advertisers know that consumers will often relate an ad to preexisting schema in order to make sense of it.
2 - 32
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).
2 - 33
Gestalt Principle
• This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
2 - 34
Principle of Closure
• This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
2 - 35
Figure-ground Principle
• This billboard for Wrangler jeans makes creative use of the figure-ground principle.
2 - 36
Semiotics: The Symbols Around Us
• Semiotics: Field of study that examines the correspondence between signs and symbols and their role in the assignment of meaning.
• A message has 3 components:– 1) Object: the product that focuses the message– 2) Sign: the sensory imagery that represents the
intended meanings of the object– 3) Interpretant: the meaning derived
2 - 38
Semiotics (cont.)
• Signs are related to objects in one of three ways:– 1) Icon: a sign that resembles the product in some
way– 2) Index: a sign that is connected to some object
because they share some property– 3) Symbol: a sign that is related to a product
through conventional or agreed-upon associations
• Hyperreality: The becoming real of what is initially simulation or “hype”
2 - 40
Perceptual Positioning
• Positioning Strategy– A fundamental part of a company’s marketing
efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning.
– Many dimensions can establish a brand’s position in the marketplace:
• Lifestyle • Competitors
• Price Leadership • Occasions
• Attributes • Users
• Product Class • Quality