Chapter 3 - Consumer Behaviour 2021

Topic  Consumer
Perception
3
LEARNING OUTCOMES
By the end of this topic, you should be able to:

1. Describe consumer perception, and the role of the sensory system on
perception;
2. Analyse factors which influence the perceptual process;
3. Examine the forms of an individualÊs perceptual process; and
4. Apply consumer perception concept in marketing strategy.
 INTRODUCTION
Figure 3.1: Different perceptions
Copyright © Open University Malaysia (OUM)

TOPIC 3 CONSUMER PERCEPTION  51
Differentiate between the two men in Figure 3.1. Discuss your perception or
observation about their possible personalities and lifestyles.
Surely, you must have different perceptions of them based on their different
physical appearances. The perceptions you have of them would definitely be an
example of the idiom „What you see is what you get‰. However, things can turn
out quite differently from what we see. Why is this so? This is because our eyes are
not the only source of information to our brain. Rather, there are many other
sources that may influence what our eyes see, which will be discussed in
subsequent subtopics.
In this topic, we will discuss individual perceptions. Each individual has his or her
own perception towards each matter, object, event or person around him.
Perception usually arises the moment we see someone or something new, foreign
or odd. It can be in a positive (good) or negative form (bad).
The issue of differing perceptions is clearer if we visit an exhibition of abstract

paintings. Differences in the imagination of visitors become obvious when they try
to interpret the abstract paintings. Therefore, what can really be deemed as
perception and how does the process take place?
We often have perceptions about someone or something in our daily lives, whether
consciously or unconsciously. This topic will explain the definition of perception
and characteristics of perception and then discuss several important concepts and
components relating to consumersÊ perceptual process. Apart from that, you will
also learn how a consumerÊs perception is formed in relation to a product or service
offered and how perception influences marketing strategy.
3.1 CONSUMER PERCEPTION

Perception is a cognitive process whereby an individual selects, organises and
interprets any stimuli he receives.
It is the act of taking information from oneÊs environment through the five senses,
organising it and then interpreting it for a comprehensible meaning.
According to Schiffman and Kanuk (2004), perception is the process by which an

individual selects, organises and interprets stimuli into a meaningful and coherent
picture of the world.
A characteristic of perception is that it is subjective as the view and meaning given

by several individuals to the same stimuli may differ.

52  TOPIC 3 CONSUMER PERCEPTION
3.2 FUNCTIONS OF SENSORY RECEPTORS

In trying to understand the perceptual process, we must first understand that the
formation of the perceptual process involves all the five human senses (Figure 3.2).
The human sensory system is the source of all raw inputs received and processed
by the human brain. Our five senses, namely, our eyes, nose, ears, mouth (tongue)
and skin, play important roles in the perceptual process. All stimuli received from
the environment go through these senses. It means that every individual acts
immediately to each stimulus through the five senses. The combination of
functions and integration of these five senses form one complete and sensitive
sensory system in every human. For example, a child lighting up a firecracker
during Hari Raya celebrations will receive stimuli through his ears (a loud noise),
his eyes (a bright flashing light) and his nose (a burning smell).
Sensation is the immediate and direct response of sensory organs (sensory

receptors) to stimuli received from the environment such as from any marketing
activities like advertisement, brand name, package, design, music, symbol and so
on. How does this sensation take place?
To answer this question, we must know the function and role of the five sensory
receptors or human senses. Each sense transfers information received through our
nervous system to the brain.
Figure 3.2: Role of each human sense

Discussion on the five senses is as follows:
(a) Vision (Eyes)

Vision is the major sense and it controls the whole of human senses. 70 per
cent of stimuli are received through vision. Therefore, the marketeer can use
vision to attract consumer attention (see Figure 3.3) by:
(i) Inventing attractively-shaped products;
(ii) Creating colourful advertisements;
(iii) Designing pretty packaging; or
(iv) Creating a pleasant layout and attractive interior decoration in the shops.
Colour components form the most suitable element of stimulus to attract

consumer attention, as the sense of vision is very sensitive towards colour.
Some colours are seen as more attractive than others e.g. most people prefer
light colours to dark colours and brilliant colours to dull ones. However,
marketeers have to consider differences in culture and beliefs when choosing
colours for a marketing strategy. The human mind may naturally like or
dislike certain colours, but these can be influenced by cultures and beliefs to
take on new meanings. For example, Chinese culture associates black with
bad luck and death, so it may not be suitable for the marketing of celebratory
events.
Figure 3.3: Attractive product packaging

(b) Hearing (Ears)

Ears are powerful sensory organs which help to identify sounds that are
pleasant to us. Certain types of sounds may bring about certain stimulus to
the listener. Many times, the sound of music from advertisements or songs
gives rise to various feelings in our heart. For example, there is music which
can bring about feelings of sadness, happiness or nostalgia, such as the Balik
Kampung (Return to the Village) song played during Hari Raya. What a
consumer hears may influence the intensity of stimuli towards a product or
service. Most marketeers use the sense of hearing to communicate, apart
from getting consumer attention.
Figure 3.4: Stimulating a consumerÊs desire through hearing
In Figure 3.4, the marketeer has successfully used the sense of hearing to
stimulate the consumerÊs wish for the product. The marketeer has also
succeeded in creating an association between jingles and brand. Such
association will be discussed in detail in consumer learning and memory.
(c) Smell (Nose)

The human nose can differentiate between the finest scent and the heaviest
odours. All consumers like good odours and dislike bad odours. However,
what is considered a good odour in one country may not be considered a
good odour in another. For example, the pungent smell of the durian is
considered heavenly by most Malaysians but has been described as the smell
of sewage and rotten eggs by Americans!

Researchers have found that smells may cause immediate and powerful
emotions, which may explain why window shoppers in a shopping mall feel
hungry when they smell food. Armed with this knowledge, marketeers can
use the sense of smell to stimulate consumersÊ wish for products such as
perfumes, bath soaps, shampoos and lotions.
Smell is often used by marketeers to link certain products or brands with

consumer taste. For example, a person who usually uses Body Shop
aromatherapy products, Lux bath soaps or Chanel perfumes will not be
content to use other brands as she is very familiar and happy with the scents
of these products. Thus, the smell of certain products can bring about desires,
memories and other stimuli responses from consumers. Furthermore, smell
is able to create consumer loyalty towards products or brands.
(d) Touch (Skin)

Apart from protecting us, the skin also gives certain responses. Various
sensations can be brought about by the sense of touch. In other words, the
sense of touch can influence our entire body. It can also create desire or other
emotional stimuli. The basic feeling of touch often stimulates an individualÊs
mood such as hot or cold, thick or thin.
Many marketeers use the sense of touch to stimulate consumer interest to try
their products and then become their loyal consumers. Products which use
the sense of touch include fabric softeners, fabrics and baby toys.
(e) Taste (Tongue)

The sense of taste, which is the most limited of the senses, is the ability of the
mouth and tongue to feel certain stimulations. Individuals often buy food
and beverages which satisfy their desire for a certain taste. Therefore, the
marketeer needs to market products that suit the targeted consumersÊ taste.
For example, McDonaldÊs, KFC and Pizza Hut are three strong international
companies. They are very aware of their targeted consumer taste. KFC in
Malaysia, for example, specifically makes hot and spicy chicken that is
suitable for local tastes. A flexible marketing strategy like this can
successfully strengthen the position of these companies in the international
market.
Why are there differences in perception among us? This question can be answered
by looking at three factors that influence sensory responses from exposure to
stimuli received.

3.3 SENSORY EXPOSURE

Differing sensory input causes some changes in stimuli reception.
This is because consumer behaviour differs according to situation, time, condition

and environment. In this part, we will look at important and relevant concepts on
sensory responses towards stimulation received from the environment.
Figure 3.5 shows three factors which influence sensory responses towards
stimulation reception. These factors are absolute threshold, differential threshold
and subliminal perception.
Figure 3.5: Three factors which influence sensory responses towards stimulation
(a) Absolute Threshold

Absolute threshold is the lowest level of sensory input which is perceivable
by the sensory receptor (Figure 3.6).
It is the initial point where an individual can detect differences between

something and nothing in stimuli. It is the point where a person notices or
does not notice the existence of a stimulus.
The human absolute threshold differs according to physical and

psychological abilities, as these factors are able to reduce the ability of
sensory input to receive. For example, consider listening to a song. At a
certain level of volume, you will begin to hear the song, but if any lower, you
will not be able to hear it.
In conclusion, absolute threshold is important to marketeers in forming

various marketing stimuli as the diverse stimuli will enable consumers to be
more aware of the existence of the relevant product or brand. Among them
are the use of bright colours, melodious jingles and catchy messages to
ensure that these marketing tools are noticed by target consumers.

Figure 3.6: Absolute threshold differences
(b) Differential Threshold

Differential threshold refers to the sensory receptorÊs ability to detect
changes or differences between two similar stimuli (Figure 3.7).
The concept of differential threshold explains how a consumer may notice or

know the existence of new stimuli such as when a product that is bought
regularly changes to a bigger size or its package colour changes from red to
blue.
To understand the value of differential threshold better, marketeers can use

WeberÊs Law Theory. WeberÊs Law Theory states that the ability of new
stimulus to influence an individualÊs awareness and acceptance towards any
change depends on the amount of difference created by the new stimuli
compared to the existing stimuli.
Therefore, marketeers need to determine the amount of differences that must

be carried out towards the existing mixed marketing in order for such notice
of the differences to be created. The reason being, the greater the existing
stimuli, the greater the differences which need to be carried out by
marketeers to create new awareness in consumers.

Figure 3.7: Differential threshold
(c) Subliminal Perception

The previous discussion mentioned that consumer behaviour can be changed
through stimulation beyond absolute threshold.
Therefore, such stimulus will assist consumers in knowing the differences or

changes in mixed marketing.
Subliminal perception takes place when the stimulation is below consumersÊ

level of conscious awareness. An individual who experiences or is motivated
below his level of conscious awareness can also unconsciously change the
way he behaves.
One example of subliminal perception can be seen in Figure 3.8. Amazon has
arguably one of the most recognisable logos in the world but few will notice
the strategically placed arrow between the letters A to Z. The subliminal
message that marketeers are trying to send is that Amazon sells everything
from A to Z. Consumers are unconsciously exposed to such advertisements.
However, the effects of subliminal exposure on consumers are still being
debated by marketeers and researchers.
Figure 3.8: Subliminal perception

There are researchers who state that such advertisements are not subliminal
perceptual marketing strategy as the advertisements are noticeable (can be seen
and heard) even though only for a short period. Some researchers are of the
opinion that the subliminal perceptual marketing strategy can only be carried out
through hidden approaches such as by including cultural elements as motivation
to purchase.
ACTIVITY 3.1
Some marketeers use bright colours, melodious jingles and attractive

messages to handle the absolute threshold factor. Explain how a
television advertisement addresses this factor. Share your thoughts in
the myINSPIRE forum.
3.4 PERCEPTUAL PROCESS

We are faced with various stimuli in our daily life. Consciously or subconsciously,
we react towards stimuli in our environment in a positive or negative manner. Our
action depends on several factors. Specifically, the way we react to stimuli in our
environment depends on internal factors such as motivation and learning.
Therefore, in this part, we will see how an individual goes through the perceptual
process by selecting, organising and interpreting stimuli into a meaningful thing.
This process is illustrated in Figure 3.9.
Figure 3.9: Three main components of perception
3.4.1 Perceptual Selection

In our daily life, we often make choices before taking any action. This is closely
related to the manner in which we react towards any stimuli – whether we accept,
reject or evaluate the stimuli. For example, when you shop at a supermarket, you
will find various types of products or brands on sale. However, you will only focus
on or give attention to stimuli from certain products or brands.

From a marketing perspective, we need to know that various stimuli can affect
consumer perception. One of them is marketing stimuli. Examples of marketing
stimuli are product types, product characteristics, package design, branding,
advertisement, price, promotion, hidden elements, size of advertisement, product
positioning and many more.
However, how far we have to pay attention to or focus on a particular stimulus or

brand in supermarkets or other shops will depend on two main factors:
(a) Your past experiences which affect your expectations or hopes; and
(b) Your motive during the purchase (this refers to wants and interests).
Both factors can be used to increase or reduce the acceptance probability of a

stimulus.
(a) Consumer Expectation or Hope

An individual will look at a product or brand based on familiarity and
previous experiences. A consumer from a marketing perspective will search
for or select products according to his expectation and hope towards the
products.
However, a marketeer must remember that stimuli which are in conflict or

in contradiction with expectations often receive more attention than stimuli
with similar expectations.
(b) Motive
Every perceived stimulus depends also on the present motive of an
individual. The stronger the need for a product, the greater the attention paid
to a stimulus with similar expectations.
In other words, consumers pay more attention to stimuli which relate to their
current wants and motives.
Other than these two factors, a goal also plays an important role in influencing
consumer attention towards any information relevant to the product.

These factors give rise to the following concepts:
(a) Selective Perception-related Concept

The following is a list and brief explanation on several important concepts
related to selective perception. Based on previous discussions, selective
stimuli by consumers depend on interaction between consumersÊ
expectations and motives. Figure 3.10 provides a summary of concepts
related to selective perception.
Figure 3.10: Concepts related to selective perception
(i) Selective Exposure

An individual searches for information or stimuli that actively supports
his selection. The individual chooses to expose himself to only one or
several parts of stimuli or information at a particular time. For example,
you choose only the TV3 channel as your source of news even though
there are several other channels comparable to TV3.
(ii) Selective Attention

It is when an individual selects and pays attention only to a particular
information or stimulus. This results from a heightened awareness he
has of stimuli that meet his wants and needs.
For example, consumers prefer to pay attention to advertisements

which they particularly like even though lots of other advertisements
are shown as well.
(iii) Perceptual Defence

An individual will unconsciously screen out or avoid being exposed to
stimuli which are inconsistent with their interests and beliefs. For
example, we screen out negative information about Malaysia received
from CNN news or the Newsweek magazine.

(iv) Perceptual Blocking

An individual will create perceptual blocking to protect himself from
being influenced by stimuli that are inconsistent with his needs even if
such stimuli continuously influence his behaviour. Take, for example,
our act to block out negative stimuli or information we incessantly
receive. Perceptual blocking is different from perceptual defence
because perceptual blocking takes place consciously.
(b) Selective Stimuli Factors

The following are factors that can be used by marketeers in selecting the best
stimuli to reduce perceptual blocking and perceptual defence by consumers.
(i) Size
The size of a stimulus used to attract consumer attention must be
changed from time to time. Changes must be carried out to create
dissimilarities and a highly competitive edge to a product. For example,
a product can be offered in a few package sizes such as small, medium
and large.
(ii) Colour
Colour is the most effective means to attract consumer attention.
Marketeers can use attractive, bright and uniquely coloured product
packaging to form a cheerful brand identity.
(iii) Positioning
The right stimuli positioning can determine the success of a product or
brand. For example, product positioning in stores or supermarkets is
most effective at eye-level height, while signboards for price promotion
are more suitable at the front of the supermarket entrance.
3.4.2 Perceptual Positioning

In this section, we will look at how a consumerÊs perceptual positioning or
organisation takes place. Consumers often perceive stimuli based on the principle
of stimuli positioning according to inclination and cognitive influence.
In other words, a consumer will organise every stimulus in certain groups, that is,
by matching new stimuli with existing stimuli in his mind.
To understand the perceptual organisation-positioning component, refer to the Gestalt

Principle. It states that an individual action is influenced by a set of integrated stimuli as
a whole and not by one single stimulus.

This principle proposes that our brain uses three mechanisms to organise and
position stimuli into a meaningful form.
Stimuli organisation involves:
(a) Figure and Ground

An individual sees a stimulus (object) based on the differences between the
object and its background (figure and ground). For example, the
advertisement in Figure 3.11 shows a black box with a white background.
The consumer will probably have two different perceptions when looking at
it. He will categorise the advertisement into two categories – picture (black
object) and background (white).
Figure 3.11: Advertisement of a black box product
Normally, consumers pay more attention to the picture rather than the
background. This shows that the pictorial aspect is more dominant and
attracts consumersÊ attention. Therefore, marketeers must design
advertisements with clearer and attractive pictures to be emphasised more
than the background. In fact, marketeers must ensure that objects which
become consumersÊ main focus are made the main picture or focus of the
advertisement.
For example, the face of a popular celebrity is made the main picture rather
than the product. In this case, the product becomes the background of the
advertisement.

(b) Grouping
An individual will organise perceived stimuli in groups of meaningful
stimuli which are related to each other. This is because the human mind
tends to group each stimulus into a unified picture.
The grouping method can be used by marketeers to create links between

consumer wants and their products. For example, the Coca-Cola
advertisement is linked with a festive and fun atmosphere among friends
(consumer wants). The advertisement creates a link between consumersÊ
festive mood with Coca-Cola.
(c) Closure
Every person usually likes to see complete and perfect forms or images. The
action taken by an individual in completing any imperfect or incomplete
image or form is known as closure. Studies have found that any uncompleted
task is better recalled than a completed task.
Figure 3.12 shows an arrow with an incomplete end. An individual who

looks at the picture will see a complete arrow due to the influence of closure.
Figure 3.12: Example of an arrow
According to researchers, if an individual does not complete a task he is doing, he

will feel some tension. Therefore, he will strive to increase his memory power to
complete the task. This is called the Zeigernik Effect. The Zeigernik closure concept
states that an individual strives to increase his memory power to complete
interrupted tasks.
This effect can be applied by marketeers in designing incomplete advertisements

or messages. These are found to attract viewersÊ attention and motivate them to
complete the messages or advertisements.

3.4.3 Perceptual Interpretation

The third component of the perceptual process is interpretation. What is meant by
interpretation? Interpretation is defined as the meaning ascribed by an individual
towards any perceived stimulus. As stated in earlier discussions, perception is a
personal phenomenon, thus making it different from one individual to another. In
fact, each individual is inclined to organise all perceived stimuli according to
specific principles such as selective attention, perceptual blocking and others.
For example, two men looking at the same advertisement will interpret it with two
different meanings. Their interpretation depends on their expectation or hope and
motive towards the perceived stimuli. Why is this so? The answer is that each
individual possesses different past experiences, interests, motives, wants and
desires at the time of the perceptual process.
The following factors influence perceptual interpretation:
(a) Physical Appearance

An individual often makes conclusions according to the power of attraction
present in the physical appearance of a product or person.
For example, a consumer buys a product from brand A based on its larger
size or bigger content compared to other brands within the same product
category. In most cases, the physical appearance of a popular celebrity can
attract consumer interest.
(b) Stereotypes
Most individuals have a certain set of stimuli or stimuli characteristics as a
guide in perceiving things.
If a person encounters a new stimulus, he will compare it with existing

stimuli characteristics in his mind. Stereotypes serve as an individualÊs
expectations towards situations, people and favourite events. Stereotypes are
important in determining how a stimulus is subsequently perceived.
For example, most individuals are inclined to assume that a person who
drives a BMW is a businessman.
(c) Irrelevant Stimuli Indicator

An individual probably makes a decision to buy a product based on an
irrelevant indicator or influence. This occurs when he faces problems in
understanding the stimuli that are relevant to the product he wishes to buy.

For example, most products of a technical nature such as computers are

bought because of their colour, design and promotional price and not due to
their technical or mechanical advantage.
(d) First Impressions

Marketeers normally strive to form the best and most lasting image when
initially entering the market. For first impressions, marketeers try to attract
consumer attention and obtain maximum responses. Marketeers usually take
this opportunity at this juncture because consumers are still unaware of the
differences between stimuli which are relevant or irrelevant to a product.
(e) Jumping to Conclusions

Many individuals tend to jump to conclusions even with minimum exposure
to stimuli or before examining all relevant stimuli.
For example, consumers jump to conclusions to buy just from listening to the
introduction of a commercialÊs message on products such as „golden
opportunity‰ or „donÊt let this opportunity go‰.
(f) Halo Effect

In some situations. an individual or object is evaluated based on just one or
several dimensions.
Consumers often evaluate a product according to just one or two stimuli. For
example, they see a type of car lubricant as high quality and long-lasting only
because of its package design and link with Formula One drivers.
The above clearly show that the perceptual process actually starts from stimuli
reception by sensory receptors, which is then followed by selection, organisation
and interpretation into a specific meaning.
Next, we will discuss how perception is applied in the development of mixed

marketing activities.
ACTIVITY 3.2
Discuss your perception when you purchased a product or service.

Share in the myINSPIRE forum.

3.5 POSITIONING AND REPOSITIONING

Lastly, we will discuss how marketeers can apply the perception concept in
developing marketing activities and programmes. Among the aspects that will be
discussed are positioning, repositioning and perceptual mapping.
3.5.1 Positioning
Products and brands often have value and bring unique symbolic meaning in the
minds of consumers based on their experiences. Some products or brands are seen
as compatible with consumer wants while some are not up to expectations.
Therefore, marketeers need to know whether their product can reflect the image
expected by consumers. This is because consumers are inclined to link their image
advantage to the purchased product. A clearer definition of positioning is the
standing of the image of a product, brand or company compared to its competitor
in the minds of consumers.
Image positioning of a product or brand in the consumerÊs mind is known as

positioning.
The strategy of positioning is very critical and needs detailed planning of the
marketing mix elements (product design, price, distribution channel and
marketing communication) so that the desired image can be transferred onto the
mind of the consumer. Positioning conveys the concept or meaning of a product
or service in terms of how both can give optimum consumer satisfaction.
Among examples of the dimensions that can be selected by marketeers to create

positioning of a brand in the market are:
(a) Lifestyle
Products which are linked with lifestyle such as Dunhill cigarettes and Bonia
accessories.
(b) Price Leadership

Polo and Orient wristwatches on sale at a discounted price at a department
store.
(c) Product Class

Ferrari is a „sports car‰.

(d) Consumer
Rusky is a tasty baby food.
(e) Situation
WrigleyÊs Chewing Gum is an alternative in a non-smoking area.
Positioning is important because the present market is getting wider and

consumers have diverse tastes. The positioning strategy can form a positive brand
image. Therefore, consumers would not hesitate to pay higher prices. A positive
image is often able to create brand loyalty.
3.5.2 Repositioning
Repositioning takes place when the original position of a brand is modified.
Marketeers try to reposition products or brands when facing higher competition
from competitors in competing for a higher market share. Marketeers would
probably have to make modifications by adding product characteristics, reducing
prices, improving quality or packaging and making other changes to the
marketing mix elements.
The repositioning strategy can also be carried out to maintain consumer

satisfaction because consumer needs and wants will always change from time to
time. This situation is due to various changes taking place in the market such as
transition to the technological era, economic changes and the increasingly
widening global market.
3.5.3 Perceptual Mapping

Another technique used by marketeers to position their products in the market is
the perceptual mapping technique. This technique enables marketeers to „visually
form consumer perception on product standing or its brand compared to that of
their competitors‰.
Figure 3.12 shows a perceptual map for mobile phone products which uses two
contrasting factors, price and quality. You can know the rank of your company
product (star-shaped) compared to other competitorsÊ brands (square or
triangular) from the aspect of price or quality of product.

ACTIVITY 3.3
In the myINSPIRE forum, discuss how an entrepreneur who is involved

in a cake business can apply the positioning technique in promoting her
product.
Figure 3.12: Perceptual map of mobile phone market
Based on Figure 3.12, we can conclude that consumers assume your company product
(star-shaped) is of lesser quality than the products of competitors A and B.
Therefore, repositioning steps must be carried out to improve the quality of the
product or to change consumer perception to make it more positive and
encouraging. Marketeers can use this perceptual map together with the
repositioning strategy in formulating other suitable marketing programmes.
This perceptual map could also use several contrasting factors where the chosen
factor will be the pivot for the perceptual map. Examples of contrasting factors
which could be used by marketeers of a product are price, power of attraction,
guarantee, product prestige, packaging and others.

• Perception is the process where an individual selects, organises and interprets

stimuli into particular meanings. In the perceptual process, the five human
senses – eyes, nose, ears, mouth (tongue) and skin – are used to give different
responses to each stimulus received.
• Perception can aid in the formation of a product image or brand. A positive

image helps to create brand loyalty.
• Marketeers need to manage consumer perception effectively to produce a

marketing mix strategy which can portray stimuli to be used by consumers
during their purchases. Marketeers can use consumer perception to know their
product or brand ranking in the market.
• Marketeers usually use positioning strategy as a contrasting method to identify the

strength and competitive power of their product or brand compared to their nearest
competitor. For this purpose, marketeers use perceptual maps to help them.
Absolute threshold Perception

Cognitive Perceptual map
Desire Perceptual mapping
Differential threshold Positioning
Halo effect Subliminal perception
Messages

TRUE (T) or FALSE (F) Statements
1. Perception is a cognitive process where an individual selects,

organises and interprets stimuli received. _________
2. Senses are a direct response by sensory organs (sensory

receptors) towards stimuli received from the environment. _________
3. The point where a person is conscious or unconscious of the

existence of a stimulus is known as absolute threshold. _________
4. The Zeigarnik effect states that the ability of new stimuli to

influence individual awareness and perception towards
changes depends on the amount of change created by new
stimuli rather than existing stimuli. _________
5. Perceptual blocking refers to individuals who unconsciously

screen out or avoid being exposed to stimuli that are
inconsistent with their interests and beliefs. _________
6. Perception is a process whereby an individual interprets a

stimulus received into specific meanings. _________
7. Figure and ground is the situation where an individual sees a

stimulus (object) according to the contrast between the object
and its background. _________
8. Stereotype is how an individual jumps to conclusions even

after being exposed to little stimuli or without examining
relevant stimuli. _________
9. The repositioning strategy can be used to give continuous

satisfaction to consumers because consumer needs and wants
change from time to time. _________
10. The sense of smell is a limited sensory organ. _________

11. Human behaviour differs according to situation, time,

conditions and environment. _________
12. Differential threshold is the lowest input sensory level that

can be detected by sensory receptors. _________
Multiple Choice Questions
1. Which of the following is NOT a factor that influences sensory responses

towards stimuli received?
A. Absolute threshold
B. Halo effect
C. Differential threshold
D. Subliminal perception
2. ___________ takes place when a stimulus is below the level of consumer

awareness.
B. Dynamic perception
C. Differential threshold
D. Subliminal perception
3. The following are factors that can be used by marketeers in selecting the best
stimulus to reduce blocking in perceptual defences by consumers, EXCEPT:
A. Size
B. Weight
C. Colour
D. Position

4. __________ is the position of product image, brand or company (including

marketeer) compared to competitors in the minds of consumers.
A. Positioning
B. Repositioning
C. Perceptual mapping
D. Figure and ground
5. __________ is the main sensory organ and it dominates all the human senses.
A. Hearing
B. Touch
C. Taste
D. Vision
6. The ability of sensory receptors to detect changes or differences between two

stimuli is known as;
B. Differential threshold
C. Subliminal perception
D. No correct answer
7. An individual will unconsciously screen out or avoid being exposed to any

stimuli which are inconsistent with his interests and beliefs. The above
statement CORRECTLY explains
A. Selective exposure
B. Selective defence
C. Perceptual defence
D. Perceptual blocking

8. Which of the following is NOT a stimulus organisational method proposed

in the Gestalt Principle?
A. Figure and ground
B. Grouping
C. Closure
D. All of the above
9. All the factors below can influence the interpretation ability of an individual
EXCEPT:
A. Physical appearances
B. First impressions
C. Stereotypes
D. All of the above
Essay Questions
1. What do you understand by perception?
2. Explain the perceptual process of a consumer.
3. Differentiate between absolute threshold, differential threshold and

subliminal perception.
4. What is meant by positioning and repositioning?

Chapter 3 - Consumer Behaviour 2021

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Chapter 3 - Consumer Behaviour 2021

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Topic  Consumer

By the end of this topic, you should be able to:

Figure 3.1: Different perceptions

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The issue of differing perceptions is clearer if we visit an exhibition of abstract

3.1 CONSUMER PERCEPTION

According to Schiffman and Kanuk (2004), perception is the process by which an

A characteristic of perception is that it is subjective as the view and meaning given

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3.2 FUNCTIONS OF SENSORY RECEPTORS

Sensation is the immediate and direct response of sensory organs (sensory

Figure 3.2: Role of each human sense

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Discussion on the five senses is as follows:

(a) Vision (Eyes)

(i) Inventing attractively-shaped products;

(ii) Creating colourful advertisements;

(iii) Designing pretty packaging; or

Colour components form the most suitable element of stimulus to attract

Figure 3.3: Attractive product packaging

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(b) Hearing (Ears)

Figure 3.4: Stimulating a consumerÊs desire through hearing

(c) Smell (Nose)

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Smell is often used by marketeers to link certain products or brands with

(d) Touch (Skin)

(e) Taste (Tongue)

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3.3 SENSORY EXPOSURE

This is because consumer behaviour differs according to situation, time, condition

(a) Absolute Threshold

It is the initial point where an individual can detect differences between

The human absolute threshold differs according to physical and

In conclusion, absolute threshold is important to marketeers in forming

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Figure 3.6: Absolute threshold differences

(b) Differential Threshold

The concept of differential threshold explains how a consumer may notice or

To understand the value of differential threshold better, marketeers can use

Therefore, marketeers need to determine the amount of differences that must

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Figure 3.7: Differential threshold

(c) Subliminal Perception

Therefore, such stimulus will assist consumers in knowing the differences or

Subliminal perception takes place when the stimulation is below consumersÊ

Figure 3.8: Subliminal perception

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Some marketeers use bright colours, melodious jingles and attractive

3.4 PERCEPTUAL PROCESS

Figure 3.9: Three main components of perception

3.4.1 Perceptual Selection

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However, how far we have to pay attention to or focus on a particular stimulus or

Both factors can be used to increase or reduce the acceptance probability of a

(a) Consumer Expectation or Hope

However, a marketeer must remember that stimuli which are in conflict or

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These factors give rise to the following concepts:

(a) Selective Perception-related Concept