Scribd
Upload
138 views27 pages

Solomon cb11 ppt05

mark 217 chap 5

Uploaded by

karishma ashar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
138 views27 pages

Solomon cb11 ppt05

mark 217 chap 5

Uploaded by

karishma ashar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 27

5

Perception

CONSUMER
BEHAVIOR, 11e
Michael R. Solomon

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-1


Learning Objective 1
• Perception is a three-
stage process that
translates raw stimuli
into meaning.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-2


Sensation and Perception
• Perception is the process by which
sensations are selected,
organized, and interpreted.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-3


Figure 5.1 Perceptual Process

We receive external
stimuli through
our five senses

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-4


Stage 1: Key Concepts in Exposure
• Sensory threshold
• Psychophysics
• Absolute threshold
• Differential threshold
• JND

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-5


The Pepsi Logo Evolves

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-6


Attention
• Attention is the extent to which processing activity
is devoted to a particular stimulus
• Consumers experience sensory overload
• Marketers need to break through the clutter

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-7


How Do Marketers Get Attention?
• Personal Selection • Stimulus Selection
• Experience • Contrast
• Perceptual filters • Size
• Perceptual • Color
vigilance • Position
• Perceptual • Novelty
defense
• Adaptation

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-8


For Reflection
• How have you seen brands use size,
color, and novelty to encourage you to pay
attention to a message?
• Were the techniques effective?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-9


Factors Leading to Adaptation

Intensity Duration

Discrimination Exposure

Relevance

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-10


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
that share similar physical characteristics
• Figure-ground: one part of the stimulus will
dominate (the figure) while the other parts
recede into the background (ground)

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-11


Interpretation
• Interpretation refers to the meaning we
assign to sensory stimuli, which is based
on a schema

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-12


Learning Objective 2
• Subliminal advertising
is a controversial but
largely ineffective way
to talk to consumers

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-13


Subliminal Techniques
• Embeds: figures that are inserted into magazine
advertising by using high-speed photography or
airbrushing.
• Subliminal auditory perception: sounds, music,
or voice text inserted into advertising.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-14


Learning Objective 3
• The design of a product is now a key
driver of its success or failure.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-15


Sensory Systems
• Vision
• Scent
• Sound
• Touch
• Taste

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-16


Vision
• Marketers communicate meaning on a
visual channel using a product’s color,
size, and styling.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-17


Scent
• Like color, odor can also
stir emotions and memory.
• Scent Marketing is a form
of sensory marketing that
we may see in detergents,
and more.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-18


For Reflection
• Imagine you are the marketing consultant
for the package design of a new brand of
premium chocolate
• What recommendations would you make
regarding sight and scent?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-19


Learning Objective 4
• Products and commercial messages often appeal
to our senses, but because of the profusion of
these messages, most won’t influence us.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-20


Key Concepts in Use of Sound
• Audio watermarking
• Sound symbolism
• Phenomes

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-21


Key Concepts in the Use of Touch
• Touch matters.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-22


For Reflection
• How has your sense of touch influenced
your reaction to a product?
• Which of your senses do you feel is most
influential in your perceptions of products?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-23


Learning Objective 5
• The field of semiotics helps us to understand
how marketers use symbols to create meaning

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-24


Examples of Brand Positioning

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 Wrigley’s gum when you can’t smoke

Users Levi’s Dockers targeted to young men


Quality At Ford, “Quality is Job 1”

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-25


For Reflection
• How do your favorite brands position
themselves in the marketplace?
• Which possible positioning strategies
seem to be most effective?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-26


Chapter Summary
• The design of a product affects our
perception of it.
• Products and messages may appeal to
our senses.
• Perception is a three-stage process that
translates raw stimuli into meaning.
• Subliminal advertising is controversial.
• We interpret stimuli using learned
patterns.
• Marketers use symbols to create meaning.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 5-27

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy