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CHAPTERSIX
Consumer Perception
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Learning Objectives
1. To Understand the Sensory Dynamics of
Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of
Consumer Imagery and Their Strategic
Applications.
Copyright 2010 Pearson Education, Inc. Publishing
as Prentice Hall 2Chapter Six
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Perception
The process by which anindividual selects,organizes, and interprets
stimuli into a meaningfuland coherent picture of theworld
Elements of Perception
Sensation Absolute threshold
Differential threshold
Subliminal perception
Copyright 2010 Pearson Education, Inc. Publishing
as Prentice Hall 3Chapter Six
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Sensation
Sensation is the immediate and direct
response of the sensory organs to stimuli
A stimulus is any unit of input to any of the
senses.
The absolute threshold is the lowest level
at which an individual can experience a
sensation.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4
Chapter Six
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Differential Threshold(Just Noticeable Difference j.n.d.)
Minimal difference that can be detected
between two similar stimuli
Webers law
The j.n.d. between two stimuli is not an
absolute amount but an amount relative to the
intensity of the first stimulus
The stronger the initial stimulus, the greaterthe additional intensity needed for the second
stimulus to be perceived as different.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5
Chapter Six
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Marketing Applicationsof the J.N.D.
Marketers need todetermine therelevant j.n.d. for
their products so that negativechanges are notreadily discernibleto the public
so that productimprovements arevery apparent toconsumers
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall6
Chapter Six
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Discussion Question
How might a cereal
manufacturer such as
Kelloggs use the j.n.d. forFrosted Flakes in terms
of:
Product decisions
Packaging decisions
Advertising decisions
Sales promotion decisions
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall7
Chapter Six
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Subliminal Perception
Stimuli that are too weak or too brief to beconsciously seen or heard
They may be strong enough to be perceived
by one or more receptor cells. Is it effective?
Extensive research has shown no evidencethat subliminal advertising can cause behaviorchanges
Some evidence that subliminal stimuli mayinfluence affective reactions
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall8
Chapter Six
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Aspects of Perception
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall9
Selection
Organization
Interpretation
Chapter Six
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Perceptual Selection
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall10
Includes the products physicalattributes, package design, brand
name, advertising and more
Nature of the
stimulus
Based on familiarity, previousexperience or expectations.Expectations
Needs or wants for a product orservice.Motives
Chapter Six
Slide
Selection Depends Upon:
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Why Are ConsumersLikely to Notice This Ad?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall11
Chapter Six
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The Attention-Getting Nature of aDramatic Image
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall12
Chapter Six
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Discussion Questions
What marketing stimuli do you remember
from your day so far?
Why do you think you selected these
stimuli to perceive and remember?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall13
Chapter Six
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Perceptual SelectionImportant Concepts
Copyright 2010 Pearson Education, Inc. Publishing
as Prentice Hall 14Chapter Six
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SelectiveExposure
Consumersseek out
messageswhich:
Arepleasant
They cansympathize
Reassurethem ofgoodpurchases
SelectiveAttention
Heightenedawareness
when stimulimeet theirneeds
Consumerspreferdifferent
messagesand medium
PerceptualDefense
Screening outof stimuli
which arethreatening
PerceptualBlocking
Consumersavoid being
bombardedby:
Tuning out
TiVo
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Organization
Figure and
ground
Grouping
Closure
People tend to organize
perceptions into figure-
and-groundrelationships.
The ground is usually
hazy.
Marketers usually designso the figure is the
noticed stimuli.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall15
Principles
Chapter Six
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Organization
Figure and
ground
Grouping
Closure
People group stimuli
to form a unified
impression or
concept.
Grouping helpsmemory and recall.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall16
Principles
Chapter Six
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Organization
Figure and
ground
Grouping
Closure
People have a need for
closure and organize
perceptions to form a
complete picture.
Will often fill in missing
pieces
Incomplete messagesremembered more than
complete
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall17
Principles
Chapter Six
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What Element of Perceptual OrganizationIs Featured in This Ad?
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Chapter Six
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Closure
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Chapter Six
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Discussion Question
Do you agree you remember more of what
you have NOT completed?
How might a local bank use this in their
advertising?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall20
Chapter Six
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Interpretation
People hold meanings
related to stimuli
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall21
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Chapter Six
Slide
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Positive attributes of
people they know to
those who resemblethem
Important for model
selection
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall22
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Chapter Six
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Verbal messages
reflect stereotypes
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall23
Chapter Six
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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How Does This AdDepict Perceptual Interpretation?
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It Contrasts the Powerful Durango with LessRugged Referred to in the Ad as the Land Of
Tofu.
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Interpretation
First impressions are
lasting
The perceiver is tryingto determine which
stimuli are relevant,
important, or
predictive
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall26
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Chapter Six
Slide
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Consumers perceive
and evaluate multiple
objects based on justone dimension
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall27
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Chapter Six
Slide
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Product Positioning
Establishing a specific image for a brand
in the consumers mind in relation to
competing brands
Conveys the product in terms of how it
fulfills a need
Successful positioning creates a
distinctive, positive brand image
Copyright 2010 Pearson Education, Inc. Publishingas Prentice Hall 28
Chapter Six
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Which Concepts of Perception AreApplied in These Ads?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall29
Chapter Six
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Packaging as a Positioning Element
Packaging conveys the image that the
brand communicates to the buyer.
Color, weight, image, and shape are all
important.
Repositioning might be necessary
because:
Increased competition
Changing consumer tastes
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall31
Chapter Six
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Perceptual Mapping
An analytical technique that enables
marketers to plot graphically consumers
perceptions concerning product attributes
of specific brands
Copyright 2010 Pearson Education, Inc. Publishingas Prentice Hall 32
Chapter Six
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Perceptual MappingFigure 6.9
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall33
Chapter Six
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Positioning of Services
Image is a key factor for services
Services often want a differentiated
positioning strategy to market severalversions of their service to different
markets.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall34
Chapter Six
Slide
Whi h El t f Thi Ad C th
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Which Elements of This Ad Convey theRestaurants Perceptual Position and
How?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall35
Chapter Six
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Th St k K if d th R f t V t i
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The Steak Knife and the Reference to VegetariansConvey The Position of the Restaurant as aWell-Established Steakhouse
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall36
Chapter Six
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Perceived Price and Perceived Quality
Reference prices used as a basis for
comparison in judging another price
Internal
External
Perceived Quality of Products
Intrinsic vs. Extrinsic Cues
Copyright 2010 Pearson Education, Inc. Publishingas Prentice Hall 37
Chapter Six
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Focused on Perceived Value - Table6.4
PricingStrategy
Provides Value By Implemented As
Satisfaction-based
pricingRecognizing and reducing
customers perceptions of
uncertainty, which the
intangible nature of servicesmagnifies
Service guarantees
Benefit-driven pricing
Flat-rate pricing
Relationship pricing Encouraging long-termrelationships with the company
that customers view as
beneficial
Long-term contracts
Price bundling
Efficiency pricing Sharing with customers thecost savings that the company
has achieved by
understanding, managing, and
reducing the costs of providing
the service
Cost-leader pricing
Chapter Six
Slide38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Measuring Perceptions ofBrand Luxury
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Chapter Six
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Perceived Quality of Services
Difficult due tocharacteristics ofservices Intangible
Variable
Perishable Simultaneously
Produced andConsumed
SERVQUAL scaleused to measure gap
between customersexpectation of serviceand perceptions ofactual service
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall40
Chapter Six
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Price/Quality Relationship
The perception of price as an indicator of
product quality (e.g., the higher the
price, the higher the perceived quality
of the product.)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall41
Chapter Six
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How Can This Ad Affect the Services
Perceived Quality?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall42
Chapter Six
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It Uses a Process Dimension in
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It Uses a Process Dimension inAdvertising a Newly-Formed BusinessClass on an Airline
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall43
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Discussion Questions
When have you
used price as an
indicator of quality?
Were you correct?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall44
Chapter Six
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Which of the Ads Elements
Conveys the Products Quality?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall45
Chapter Six
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The Slogan on the Ads Bottom Left
Reads Perfection Has Its Price
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall46
Chapter Six
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Retail Store Image
Brandscarried
PricesLevel ofservice
Storeambiance
ClienteleProduct
assortment
Discounts
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall47
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Manufacturers Image
Favorable image tied to new product
acceptance
Companies sponsor community events to
enhance images
Product and institutional images