Shopper PERCEPTION

Perception
Motivation and Attention
We do not perceive everything in our environment;
our motives greatly influences our perception
Example:
Driving down the road, very hunger all you seem to
notice is fast food billboards. Then you notice that
the gas gauge is running on empty.
How are your perception altered?

Sensory Perception
Perception governed by the five
senses sight, sound, smell,
touch, and taste.
We cannot possibly attend to and
process all of the stimuli received
by our sensory systems
People tend pay attention to more
attention to stimuli that are larger,
louder, or more colorful than
others.
Where can our inability to divide
our attention, become a problem
for us?
Example: Using cell phone while
driving

Sensation & Perception Processes

Selective
Exposure & Attention

Sensation

Selective Interpretation
& Retention (Memory)

Perception

Sensation refers to immidiate response of our sensory

receptors to basic stimuli
Perception is the process by which an individual selects, organizes, and interprets the
information he or she receives from the environment

Information Processing for Shopper

Decision Making
Perception

Random

Exposure
Attention

Lowinvolvement

Deliberate

Highinvolvement

Interpretation

Lowinvolvement

Highinvolvement

Short-term Memory Long-term

Active problem
solving

Stored experiences,
values, decisions,
rules, feelings

Purchase and consumption decisions

SENSORY
STIMULI
Sights
Sounds
Smells
Taste

Sensory Memory Working Memory:

Temporary holding place Conscious,
For information from Cortex
Sensory receptors (Front Lobe)
15-20, 7 things
YES
Automated Attention,
Percept activates
Previous Neural
New Info Connects to
Activities, Whats already in a
Brain?

Textures

YES

YES

Thinking,
Talking,
Rehearsing,
Computing,
Planning,
Organizing

NO NO

Not transferred to Next Stage &

therefore Forgotten

YES,Meaning and Learning!

Long
Term
Memory

Memory:
Sensory Memory
Working memory
Long Term M

Selective Exposure
Zipping, Zapping, Muting

Selective
Interpretation:

Assigning meaning to stimuli

Selective Attention:

when a Shopper does or does not notice

a marketing stimulus

Stimulus factors:
Size and intensity
Color and movement
Position and isolation
Format
Contrast
Information quantity

1. Individual characteristics
- Learning process
- Expectations
2. Situational characteristics
3. Stimulus characteristics
4. Semiotics (the study of how
meaning is created, maintained,
and altered).
5. Webers Law :
Sensory discrimination is the ability
of a person to distinguish between
similar stimuli -.

Haptic Perception
(Minoque & Jones, 2006)

INFANT
- 7 month olds are able to use manual contact as means of
acquiring haptic information
- Infants are able to recognize a familiar texture through a
representation of the original texture formed and retained in
memory
CHILDREN
- Children relied on hardness, rather than texture, in the
discriminations of objects
- Children responses tended to be more dimensional (i.e.
focusing on individual properties), rather than global (i.e.
focusing on overall similarities)

Haptic Perception
(Minoque & Jones, 2006)

ADULTS
Adult individuals performing haptic explorations instinctively
employ to extract information regarding an objects

Visual versus Haptic

Haptic is superior to vision in the
perception of properties such as
texture (roughness/smoothness,
wetness/dryness,
stickiness/slipperiness) and
microspatial properties of pattern,
compliance, elasticity, and viscosity
(Lederman, 1983; Zangaladze et al.,
1999)
Vision dominates in the perception of
macro-geometry (shape) and color
(Sathian et al., 1997; Verry, 1998)

DO OLFACTORY CUES AFFECT EVALUATION AND BEHAVIORS?

(Spangenberg, Crowley, and Henderson (1996)
Evaluations of the store and of the store environment were more positive when
the store was scented than when it was not scented.
In scented condition, store was perceived as more favorable, good, positive, liked,
and modern; store environment was perceived as more attractive, cheerful, open,
colorful, positive, stimulating, good, lively, bright, motivating, interesting,
pleasant.
Evaluations of the merchandise in general in the scented environment were more
positive (more update, better selection, higher quality) than in the unscented
environment.
Subjects expressed a stronger intent to visit the store in the scented condition.
Subject in the scented store perceived spending less time shopping than subjects
in the unscented store.
Subject in the scented store examined more outdoor products and dcor items
than subject in the unscented store, but for kitchen items, university clothing, and
school supplies the results are not significant

Basic Perceptual Abilities:

1. Patterns and Constancies
a. Perceptual Organization
b. Perceptual Constancy
b.1 Shape Constancy
b.2 Size Constancy
2. Principles of Grouping
3. Context Effects

1. Patterns and Constancies

Pattern Perception:
the ability to discriminate among different figures and shapes.

How many legs does this elephant have ?

a. Gestalt Principle of Perceptual Organization

We are born with the ability to organize the elements
of our perceptual world in very predictable ways.
Organization of perceptual element into a figure
(the focus of attention) and a background.
The goal of these automatic processes is to produce
the most complete perception of the environment

Quality of Goods:
Ease of use, versatility,
durability, serviceability,
performance, prestige

Sensory:
governed by five
senses

Perception

Gestalt Theory
Stimulus factors:
Color, size, intensity,
position, repeated
exposure

Individual response factors:

Interest, involvement,
needs, values, cognitive set

b. Perceptual Constancy
The tendency to perceive the size and shape of an object as
constant even though its retinal image changes. Allows us to deal
with our environment as relatively stable and unchanging

b.1 Shape Constancy

This phenomenon of your perceiving the "real" shapes
of objects regardless of their retinal projections is
called shape constancy.
Even though these images cast shadows of
different shapes, we still see the quarter as round

b.2 Size Constancy

The tendency to perceive the size of an object as constant despite
changes in its retinal image.

2. Principles of Grouping
Proximity
Seeing 3 pair of lines in A
Similarity
Seeing columns of orange
and red dots in B
Continuity
Seeing lines that connect
1 to 2 and 3 to 4 in C
Closures
Seeing a horse in D

3. Context Effects

The same physical stimulus can be

interpreted differently
We use other cues in the situation
to resolve ambiguities
Is this the letter B or the number 13?

Perception & Marketing Strategy

Retail Strategy
Brand Name & Logo Development
Media Strategy
Advertisement & Package Design

Evaluation of Advertising
Measures of Exposure
Circulation and pass-along readership
People meters

Measures of Attention
Physiological measures
Recall and Recognition tests

Measures of Interpretation
Focus group tests

Which is PERCEIVED the best quality?

Perceptual Mapping
Produk Multivitamin Anak

Biolysin
Cerebrofort

APPETITE

BRAIN

Curcuma

Curcuma

Scotts

Plus DHA
Becombion
Kids

Scott

Vitamins

GROWTH

Igastrum
Stimuno

IMMUNE
Enervon C
Scotts

MIX
Enervon C

Imboost

Quality Perception Process

Prior Experience
Level of Education
Perceived Quality Risk
Quality Consciousness
Usage Goals
Personal and Situational Factors

Intrinsic Quality
Cues Beliefs

Perceived
Quality

Cues in the
Environment
Extrinsic Quality
Cues Beliefs
Cue Acquisition
And Categorization

Experience Quality
Attribute Beliefs

Quality Attribute
Belief Formation

Credence Quality
Attribute Beliefs
Integration of Quality
Attribute Beliefs