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    Lecture 2 Week3 (DM) - Perception Student

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    MinkiMinki Tai
    The document discusses the perceptual process, beginning with exposure where consumers come into contact with a stimulus. It then discusses sensation, where the senses initially respond to stimuli, and perception, where sensations are organized and interpreted. Finally, it discusses factors that influence attention such as contrast, size, and novelty of stimuli, as well as adaptation over time to frequent or less intense stimuli. Interpretation is described as the meaning assigned to sensory inputs, influenced by principles of Gestalt psychology where the whole is greater than the sum of parts.

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    Lecture 2 Week3 (DM) - Perception Student

    Uploaded by

    MinkiMinki Tai
    62 views45 pages
    The document discusses the perceptual process, beginning with exposure where consumers come into contact with a stimulus. It then discusses sensation, where the senses initially respond to stimuli, and perception, where sensations are organized and interpreted. Finally, it discusses factors that influence attention such as contrast, size, and novelty of stimuli, as well as adaptation over time to frequent or less intense stimuli. Interpretation is described as the meaning assigned to sensory inputs, influenced by principles of Gestalt psychology where the whole is greater than the sum of parts.

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    Consumer Behavior #business

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    The document discusses the perceptual process, beginning with exposure where consumers come into contact with a stimulus. It then discusses sensation, where the senses initially respond to stimuli, and perception, where sensations are organized and interpreted. Finally, it discusses factors that influence attention such as contrast, size, and novelty of stimuli, as well as adaptation over time to frequent or less intense stimuli. Interpretation is described as the meaning assigned to sensory inputs, influenced by principles of Gestalt psychology where the whole is greater than the sum of parts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    62 views45 pages

    Lecture 2 Week3 (DM) - Perception Student

    Uploaded by

    MinkiMinki Tai
    The document discusses the perceptual process, beginning with exposure where consumers come into contact with a stimulus. It then discusses sensation, where the senses initially respond to stimuli, and perception, where sensations are organized and interpreted. Finally, it discusses factors that influence attention such as contrast, size, and novelty of stimuli, as well as adaptation over time to frequent or less intense stimuli. Interpretation is described as the meaning assigned to sensory inputs, influenced by principles of Gestalt psychology where the whole is greater than the sum of parts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 45

    Week 3

    THE PERCEPTUAL P
    ROCESS
    Dr. Dongmei Li

    1
    THE WHEEL OF CONSUMER BEH
    AVIOR

    2
    AN OVERVIEW OF THE PERCEPTION PROC
    ESS
    Exposure is the process by which the
    consumer comes into physical contact
    with a stimulus ( ). It occurs
    when a stimulus within the range of
    someones sensory receptors.

    PART 1: EXPOSURE

    4
    SENSATION AND PERCEPTION
    Sensation ( ) is the immediate re
    sponse of our sensory receptors (ey
    es, ears, nose, mouth, and fingers)
    to basic stimuli (light, color, sound,
    odor, and texture).
    Perception ( ) is the process by
    which sensations are selected, orga
    nized, and interpreted.

    Why is this important to marketer?


    SENSATION AND PERCEPTION
    In recent years the sensory e
    xperiences we receive from
    products and services have b
    ecome an even larger priorit
    y when we choose among co
    mpeting options.

    We are moving from product


    marketing, to service market
    ing, to experiential marketin
    g

    More companies are paying e


    xtra attention to the impact
    of sensations on consumers
    product experiences.
    https://www.youtube.com/watch?v=on4DRTUvst0
    LEARNING OBJECTIVE
    Products and commercial messages often appeal to
    our senses, but because of the profusion of these
    messages, most wont influence us.
    SENSORY SYSTEMS
    Vision
    Scent
    Sound
    Touch
    Taste
    FOR REFLECTION
    How has your sense of touch influenced your
    reaction to a product?
    Which of your senses do you feel is most influ
    ential in your perceptions of products?
    SENSORY SYSTEM: VISION
    Marketers rely heavily on visual elements in advertis
    ing, store design, and packaging.
    Meanings are communicated on the visual channel t
    hrough a products color, size, and styling.
    Colors may influence our emotions directly.
    SENSORY SYSTEM: VISION
    Reactions to color may due to:
    learned associations
    (e.g. red means stop; green means go.)
    biological factor
    (e.g. Women tend to be drawn to brighter tones and are
    more sensitive to subtle shadings and patterns)
    cultural differences
    (e.g. Black is associated with mourning in the United Sta
    tes, whereas white is associated with mourning in Japa
    n.)
    SENSORY SYSTEM: VISION
    Reactions to light
    Ambient light luminance influences mental alert
    ness, which in turn influences food choices.

    12
    SENSORY SYSTEM: SMELL

    How do marketers sell with scent?

    Odors can stir emotions or create a calming feeli


    ng. They invoke memories or relieve stress.
    Some responses to scents result from early associ
    ations that call up good or bad feelings.
    Marketers use scents beyond the product level.

    13
    SENSORY SYSTEM: SMELL
    Ad companies spend about
    $80 million per year on scent
    marketing; the Scent
    Marketing Institute estimates
    that number will reach more
    than $500 million by 2016.
    Recent developments include
    scented clothes, scented
    stores, scented cars and
    planes, scented household
    products, and scented
    advertisements.

    14
    SENSORY SYSTEM: SOUND

    Many aspects of sound affect peoples


    feelings and behaviors.

    What kind of sound is good for which industry?


    15
    SENSORY SYSTEM: TOUCH
    People associate textures of fabrics
    and other surfaces with product
    quality

    Perception Male Female


    Fine
    High class Wool Silk

    Low class Denim Cotton


    Coarse
    Heavy Light

    Any Implication to Marketer?


    SENSORY SYSTEM: TASTE
    Flavor house develops new
    concoctions for consumer
    palates
    Cultural changes determine
    desirable tastes

    17
    REFLECTION
    What is the secret of placing the following ty
    pes of seats in Starbucks stores?

    18
    SENSORY THRESHOLDS
    The concept of sensory threshold is importa
    nt for marketing communications
    SENSORY THRESHOLDS
    The absolute threshold refers to the minimu
    m amount of stimulation a person can detect
    on any given sensory channel
    The differential threshold refers to the abili
    ty of a sensory system to detect changes in o
    r differences between two stimuli
    FOR REFLECTION
    How much of a change would be needed in a
    favorite brands price, package size, or logo
    would be needed for you to notice the differ
    ence?
    How would differences in these variables aff
    ect your purchase decisions?
    DIFFERENTIAL THRESHOLD
    Is a $5 reduction large enough to generate more sales? It d
    epends on the original price level

    $10 $5
    SALE

    $500 $495

    Can you apply Webers Law in packaging?


    3-22
    JND
    (JUST NOTICEABLE DIFFERENCE)

    Represents how much stronger one stimulus


    has to be relative to another so that someone
    can notice that the two are not the same.
    Webers Law the ability to detect difference
    s between two levels of a stimulus is affected
    by the original intensity of the stimulus.
    HOW TO CALCULATE WEBERS LAW
    JND = KI
    K = a constant
    I = the intensity of the stimulus where the changes occur
    Example:
    Research found that for customers to notice things are b
    eing markdown, the markdown needs to be 20% off.
    If a t-shirt cost you $10, you will need to discount it for:
    JND = (.20)($10) = $2 for people to notice.
    If a suit cost you $1000, you will need to discount it for:
    JND = (.20)($1000) = $200 for people to notice.
    SUBLIMINAL PERCEPTION

    Subliminal perception (
    ) occurs when the stimulus is
    below the level of consumers
    awareness.

    Subliminal Technique:
    Embeds

    25
    SUBLIMINAL PERCEPTION
    eat popcorns drink Coca-cola

    Messages were shown for 1/3000 second at Pop corn sales increased by 58%
    intervals of every five seconds Coca cola sales increased by 18%

    The perception of a stimulus below the conscious level i.


    e. below absolute threshold
    Exposure may occur without attention and comprehensio
    n
    If messages are shown in a theater for 1/3,000 of a second,
    consumers do not see the image but they register it
    Effects of subliminal perception was however inconclusive
    Most researchers believe that subliminal techniques are not
    of much use in marketing.
    3-26
    SUBLIMINAL TECHNIQUES
    Marketers can use both visual and aural chan
    nels to send subliminal messages, supposedl
    y.
    Embeds: figures that are inserted into magaz
    ine advertising by using high-speed photogra
    phy or airbrushing.
    Subliminal auditory perception: sounds, musi
    c, or voice text inserted into advertising.
    AN OVERVIEW OF THE PERCEPTION PROC
    ESS
    Consumers are often in a state of sensory overload
    because they are exposed to about 3500 pieces of
    advertising information everyday.
    Attention ( ) refers to the extent to which processing
    activity is devoted to a particular stimulus.

    PART 2: ATTENTION
    29
    HOW DO MARKETERS GET ATTE
    NTION?
    Personal Selection
    Experience
    Perceptual filters
    Perceptual vigilance
    Perceptual defense
    Adaptation Stimulus Selection
    Contrast
    Size
    Color
    Position
    Novelty
    FACTORS LEADING TO ADAPTATI
    ON
    Adaptation is the degree to which consumers continue to n
    otice a stimulus over time.
    A consumer can habituate and require increasingly stron
    ger doses of a stimulus to notice it.
    Several factors can lead to adaptation.
    Less intense stimuli have less sensory impact. (Intensity)
    Stimuli that require relatively lengthy exposure in order to be
    processed habituate because they require a long attention spa
    n. (Duration)
    Simple stimuli habituate because they do not require attention
    to detail. (Discrimination)
    Frequently encountered stimuli habituate as the rate of exposu
    re increases. (Exposure)
    Stimuli that are irrelevant or unimportant habituate because t
    hey fail to attract attention. (Relevance)
    AN OVERVIEW OF THE PERCEPTION PROC
    ESS
    Gestalt - The whole is
    greater than the sum of
    its parts.

    Interpretation refers to the meaning that


    we assign to sensory stimuli.

    PART 3: INTERPRETATION
    33
    STIMULUS ORGANIZATION
    Gestalt: the whole is greater than the sum of its
    parts
    Closure: people perceive an incomplete picture
    as complete
    Similarity: consumers group together objects th
    at share similar physical characteristics
    Figure-ground: one part of the stimulus will do
    minate (the figure) while the other parts reced
    e into the background (ground)
    CLOSURE PRINCIPLE
    What did you see?

    People tend to perceive an


    incomplete picture as
    complete.

    35
    PRINCIPLE OF SIMILARITY

    People tend to group together objects that


    share similar physical characteristics.

    36
    FIGURE-GROUND PRINCIPLE

    One part of a stimulus will dominate


    (the figure), and other parts recede
    into the background (the ground).

    37
    INTERPRETATION
    Memory:

    ADVERT
    Priming
    ISEMENT Schema Interpretation
    (object)

    Expectation
    Belief

    Properties of a stimulus evoke a


    schema (set of beliefs), we use the
    schema to interpret the meaning of it
    38
    SEMIOTICS
    Semiotics is the study that examines the corresp
    ondence between signs, symbols, and their role i
    n the assignment of meaning.

    What are the What are the


    meanings of the implications on
    signs here brand logo?

    39
    Signs are related to objects in
    3 ways
    SEMIOTICS
    Icon Index Symbol

    Sign that is Sign that relates to


    Sign that
    connected to a a product either by
    resembles the
    product because conventional or
    product in some
    they share some agreed-upon
    way
    properties association

    Any Implication to Marketer?


    40
    MEANING OF COLOR (OF ROSE
    S)

    A rose is a rose.

    What is the marketing


    implication?
    What is the implication
    for consumers?

    41
    PERCEPTUAL POSITIONING
    The field of semiotics helps us to understa
    nd how marketers use symbols to create
    meaning
    PERCEPTUAL POSITIONING
    Brand perceptions = functional attributes + s
    ymbolic attributes
    Perceptual map: map of where brands are pe
    rceived in consumers minds
    Usedto determine how brands are currently perc
    eived to determine future positioning
    EXAMPLES OF BRAND POSITIONI
    NG
    Lifestyle Grey Poupon is high class

    Price leadership Southwest Airlines is no frills


    Attributes Bounty is quicker picker upper

    Product class Mazda Miata is sporty convertible

    Competitors Northwestern Insurance is the quiet


    company
    Occasions Use Wrigleys gum when you cant
    smoke
    Users Levis Dockers targeted to young men
    Quality At Ford, Quality is Job 1
    CHAPTER SUMMARY
    Perception is a three-stage process that trans
    lates raw stimuli into meaning.
    Products and messages may appeal to our sen
    ses.
    The design of a product affects our perceptio
    n of it.
    Subliminal advertising is controversial.
    We interpret stimuli using learned patterns.
    Marketers use symbols to create meaning.

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