Beruflich Dokumente
Kultur Dokumente
5-1
5-2
5-4
Our Brain !
So.what then is
perception?
How we interpret stimuli from the environment.
How we see the world around us.
Information processing
Elements of Perception
Sensation
Absolute threshold
Differential threshold
Subliminal perception
Sensati
on
Sensation is the
immediate and direct
response of the
sensory organs to
stimuli.
Sensation
Stimulus: A stimulus is any unit of input
to any of the senses (sensory input). Ex:
product, packages, advertisements,
brand name, price etc.
Sensory Receptors: Sensory receptors
are human organs that receive inputs. Ex:
eyes, ears, nose, mouth, skin.
Sensation
Sensitivity: Human sensitivity refers to
the experience of sensation.
Sensitivity to stimuli varies with the
quality of individuals sensory receptors
and the amount (intensity) of the stimuli.
In situations where lots of sensory inputs
are coming, the senses do not detect
small changes or difference in input. Exdifficult to notice the horn in heavy traffic.
Sensation
Vision
words)
Advertising, packaging, store design etc
The power of colours
Vertical-Horizontal Illusion
Which line is longer:
horizontal or vertical?
Smell (Odour)
Odours can activate emotions, create a soothing
feeling.
Fragrances relieves us from stress.
Odors create mood and promote memories.
Smell is a direct line to feelings of happiness, hunger,
and even memories of happy times.
Fragrance is processed by the limbic system=the
most primitive part of the brain=the place where
immediate emotions are experienced.
Some of our reactions to odour depends on our cultural
backgrounds.
Marketers use scents:
Inside products
In promotions (e.g., scratch n sniff)
Sound
Many aspects of sound affect peoples
feelings and behaviour.
Background music, Signature tune- ex-airtel,
Jingles etc
Touch
Haptic or tactile sensesor touchis the
most basic (primitive) of senses; we learn
this before writing and speaking.
Haptic senses affect product experience and
judgment. Touch increases involvement with
the product and help in decision making.
Individuals who do not normally possess a
compulsion to touch products are influenced
by feel of the package.
Taste
Flavour houses try to develop new
taste to please the ever changing and
demanding palates of consumers.
Ethnicity and cultural differences affects
taste preferences.
Marketers sometimes give free sample to
taste their products.
We remember the taste for longer period.
Exposure
Exposure occurs when our sensory receptors
detect a stimulus.
We can concentrate, ignore, or completely
miss stimuli.
Implication for marketers:
Consumers must be exposed to the marketing
efforts to be perceived anything.
Ad placement - being in the right place at the
right time!!
Road blocking - catch them at every corner:
Ads on competing channels
Use multiple media
Exposure (cont..)
Absolute threshold : The lowest level
at which an individual can experience a
sensation is called the absolute
threshold. Ex-The distance at which a driver
can notice a signboard on a highway is that
drivers absolute threshold.
Exposure (cont..)
Sensory Adaptation: It refers to
getting used to certain sensation.
Marketing implication: Change in
advertising campaign on regular
intervals.
Exposure (cont..)
Differential Threshold or Just Noticable
Difference (JND): The differential threshold is
the ability of a sensory system to detect
changes of differences between two stimuli.
The minimum difference we can detect between
two is the Just Noticeable Difference or j.n.d.
For instance, if we made a package smaller to
cut our costs, we would want to make the
change under the j.n.d. so that customers did
not notice that they were getting less product
for the price.
Exposure (cont)
Webers law states: the stronger the
initial stimulus,
the greater the change required for the
stimulus to be seen as different
Marketing application of JND:
For marketers it is important to determine
the relevant j.n.d. for the products
so that negative changes are not readily
discernible to the public
so that product improvements are very
apparent to consumers
Also JND is important in branding exercise
Application of JND
Product Pricing
Product Packaging
Product Extension
Product Promotion
Distribution Channels
Identity Retention
Exposure (Cont..)
Subliminal Perception:
Perception of very weak or rapid stimuli
received below the level of conscious
awareness.
Limen means threshold, so subliminal
means below the threshold.
It occurs when the stimulus is below the
level of consumers
awareness/consciousness.
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.
2-32
Attention
Attention occurs when information is transferred from
the sensory receptors to the brain for further
processing.
Consumers are often in a state of sensory overload.
Marketers need to break through the clutterHOW??
Attention getting techniques could include the use of:
Colour, size, intensity, contrast, position, novelty,
humour.
Salience - we tend to pay attention to things that we
think are important.
Repetition
Attention (cont)
Perceptual Selection: The process
of perceptual selection means that
people attend to only a small portion
of the stimuli to which they are
exposed.
Perceptual Selection depends on
two major factors
Consumers previous experience
Consumers motives (present need)
Selective attention
We dont take in all the information around us
Marketers need to identify what their customers will notice
and pay attention to
Selective distortion
We add preconceived ideas or attitudes to interpret new
information that enters the sensory store of the memory
Selective retention
We remember information that we find meaningful and
interesting
Interpretation
Interpretation refers to the
meaning we assign to sensory
stimuli, which is based on a schema,
or set of belief.
Priming : A process where certain
properties of a stimulus evoke a
schema. This leads us to compare
the stimulus to other similar ones.
Stimulus Organization
Gestalt psychology: It says that people
interpret meaning from the totality of a set of
stimuli rather than from an individual
stimulus.
The German word Gestalt roughly means
whole, pattern, or configuration.
We can say that the whole is greater than
the sum of its parts.
The Gestalt perspective provides several
principles that relate to the way our brains
organize stimuli including the closure
principle, the principle of similarity,
principle of proximity and the figure-
Gestalt psychology
Closure: people perceive an incomplete picture
as complete
Similarity: consumers group together objects
that share similar physical characteristics
Proximity: things that are near to each other
are grouped together
Figure-ground: one part of the stimulus will
dominate (the figure) while the other parts
recede into the background (ground)
Gestalt
Psychology:
Figure/Grou
nd
How
many
horses
?
Semiotics
Semiotics: The field of study
that studies the correspondence
between signs and symbols and
their role in the assignment of
meaning.
From the semiotic perspective
marketing messages have three
basic components:
Object: product that is the focus of the
message
Sign: sensory image that represents
Example of Semiotic
Relationships
Issues In Consumer
Imagery
Positioning
Attribute positioning
Benefit positioning
Use or application positioning
User positioning
Competitor positioning
Product category positioning
Quality or price positioning
Nestle Milkmaid
Positioned as a base for dessert preparation .
4. USER POSITIONING
Positioning the product as best for some
user group.
Launched in 1990
Only luxury car in India
Positioned as ultimate in luxury
Hero Honda
Perceptual Mapping
Perceptual mapping is a research
technique that enables marketers to plot
graphically consumers perceptions
concerning product attributes of specific
brands.
Map of where brands are perceived in
consumers minds
Used to determine how brands are currently
perceived to determine future positioning
Perceptual Map
High Price
Low C
Quality
A
D
B
F
Low Price
High
Quality
Perceptions of Product/Service
Quality
Perceived quality a perceptual
outcome generated from processing
product or service features (benefits
delivered) that leads the consumer to
make inferences about the quality of that
product or service
Dimensions of perceived quality for
durable goods: ease of use, versatility,
durability, serviceability, performance, and
prestige
Perceived high quality product
satisfaction
Risk Perception/Risk
Reduction
It refers to a perceptual process and
behavior outcomes generated from the
perception of risk in the purchase or a
product or service
Components of risk:
Severity of consequences (how bad will it be)
Uncertainty related to those consequences
(what are the chances the consequence will
occur)
Types of Risk
Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk
Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance