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Chapter 2
Chapter 2
Perception
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“Perception is Reality”“Perception is Reality”
Louis CheskinLouis Cheskin
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Are The Center Circles the Same Size?
Are The Center Circles the Same Size?
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Are the Purple Lines Bent or Straight?
Are the Purple Lines Bent or Straight?
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A Sax Player or a Woman’s Face?
A Sax Player or a Woman’s Face?
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Sensation and PerceptionSensation and Perception
• SensationSensation– Refers to the immediate response of our
sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound.
• PerceptionPerception– Process by which these sensations are
selected, organized, and interpreted.
– People only process a small amount of information (stimuli).
– An even smaller amount is attended to and given meaning.
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The Perception Process The Perception Process
ExposureExposure AttentionAttention InterpretationInterpretation
ResponseResponse
PerceptionPerception
ST
IMU
LI o
r S
EN
SO
RY
INP
UT
S
SensationSensation
MeaningMeaning
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Sensory SystemsSensory Systems
• Visual Elements in Advertising, Store Design and Packaging.
• Odors Can Stir Emotions or Create Feelings Such as Happiness/ Hunger.
• Research Has Analyzed Effects of : Background Music & Speaking Rates
VisionVision
SmellSmell
SoundSound
TouchTouch
TasteTaste
• Shown to Be a Factor in Sales Interactions.
• Ethnicity Affects Taste Preferences.
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ExposureExposure
• Degree to which people notice a stimulus that is within range of their sensory receptors.
• Consumers:– Concentrate on some stimuli,
– Are unaware of others,
– Even go out of their way to ignore some messages.
• Pychophysics Pychophysics - Science that focuses on how the physical environment is integrated into our personal, subjective world.
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Sensory ThresholdsSensory Thresholds
Absolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
Marketing Stimuli
Absolute Threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
Marketing Stimuli
Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference & Weber’s Law)
Differential Threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. (j.n.d.-Just Noticeable Difference & Weber’s Law)
Lowest Intensity of a Stimulus That Consumers are Capable of Perceiving:
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Subliminal Perception Subliminal Perception Subliminal Perception
Occurs When The Stimulus Is Below The Level Of The
Consumer’s Awareness.
EmbedsTiny Figures in Print
Advertising
EmbedsTiny Figures in Print
Advertising
Subliminal TechniquesSubliminal TechniquesAuditory Messages
Messages on SoundRecordings
Low-Level Auditory Stimulation
Threshold Messaging
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Influence of Subliminal Messages Influence of Subliminal Messages
Does Subliminal Perception Work? Does Subliminal Perception Work?
ThresholdDifferences
ThresholdDifferences
Distance andPosition Control
Distance andPosition Control
ViewingAttention Control
ViewingAttention Control
GeneralizedEffect
GeneralizedEffect
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AttentionAttention
• Refers to the extent to which processing activity is devoted to a particular stimulus.
• Consumers often suffer Sensory Overload, Sensory Overload, exposure to far more information than they are capable of or willing to process.
• Example: More than 6000 TV commercials are run each week.
2-152-15Perceptual SelectionPerceptual SelectionPerceptual Selection Means that People Pay Attention to
Only a Small Portion of Stimuli to Which They Are Exposed.
How do Consumers Choose What to Pay Attention To?
ExperienceResult of Acquiring Information Over Time
ExperienceResult of Acquiring Information Over Time
AdaptationAdaptationPerceptualDefense
PerceptualDefense
Perceptual Vigilance
Perceptual Vigilance
Perceptual FiltersPast Experiences Influences What We Decide to Process
Perceptual FiltersPast Experiences Influences What We Decide to Process
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DurationDuration
DiscriminationDiscrimination
IntensityIntensity
RelevanceRelevance
ExposureExposure
AdaptationAdaptation
Factors Leading to Adaptation
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Perceptual SelectionPerceptual Selection
How do Consumers Choose What to Pay Attention To?
Stimulus Selection Factors
SizeSize
PositionPosition
NoveltyNovelty
ColorColor
Create Contrast Contrast so That Stimuli is More Likely to Be Noticed. Remember Weber’s Law.
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InterpretationInterpretation
• Refers to the meaning that we assign to sensory stimuli.
• Consumers assign meaning to stimuli based on Schema, Schema, or set of beliefs, to which the stimuli is assigned.
– The schema will determine what criteria will be used to evaluate the:
– product,
– package,
– message.
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InterpretationInterpretation
• Semiotics: The Symbols Around Us– The study of how consumers interpret the meanings of
symbols
» Object
» Sign
» Interpretant
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SemioticsSemiotics
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Stimulus OrganizationStimulus Organization
The Gestalt Perspective (Summarized as “The Whole is Greater Than the Sum of It’s Parts) Provides Several
Principles Relating to the Way Stimuli Are Organized:
Principle of SimilarityConsumers Tend to Group Objects That Share Similar
Physical Characteristics.
Principle of SimilarityConsumers Tend to Group Objects That Share Similar
Physical Characteristics.
Figure-Ground PrincipleOne Part of the Stimulus Will Dominate (the Figure) While
Other Parts Recede Intothe Backdrop (the Ground)
Figure-Ground PrincipleOne Part of the Stimulus Will Dominate (the Figure) While
Other Parts Recede Intothe Backdrop (the Ground)
Closure PrinciplePeople Tend to Perceive an Incomplete Picture as
Whole.
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Perceptual PositioningPerceptual PositioningPositioning Strategy Positioning Strategy Uses Elements of the Marketing Mix
to Influence the Consumer’s Interpretation of It’s Meaning.
AttributesAttributes
UsersUsers
LifestyleLifestyleQualityQuality
Price LeadershipPrice Leadership
Product ClassProduct ClassCompetitorsCompetitors
OccasionsOccasions
PositioningDimensions
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RepositioningRepositioning
Current Brand is “Cannibalizing”Other Brands in Product Line.
Too Many Competitors Are Stressing the Same Attribute.
Original Market Evaporates orIs Unreceptive to the Offering.
RepositioningRepositioning Occurs When a Brand’s Original Market Position is Modified
Because: