Chap 3 Perception

8/6/2019 Chap 3 Perception

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Open Mentis 2007 www.mycbbook.com

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Open Mentis 2007

Consumer

Perceptions

The onlyreality that

matters

Chapter

3

IIPART

Inside the

Consumers Mind


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Perception. The process by which Humans

become aware of and interpret a stimulus.


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EXPOSURE How To Get it By WISE MEDIA Selection By Product Placement

ATTENTION O Involuntary O Voluntary STIMULUS FACTOR: vividness/contrast Topic Interest/Involvement

INTERPRETATIONDepends on Prior Stock of Knowledge Prior Expectations

ExposureATTENTION INTERPRETATION

P.e.r.c.e.p.t.I.o.n. P.r.o.c.e.s.s.


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STIMULUS Characteristics: Sensory Information Content

CONTEXT Store, brand name, etc.

CONSUMER Involvement, Interest Sensory and Cognitive Skills

Prior Knowledge

(Prior Expectations)

Factors Influencing Perception


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Webers Law J.n.d.

PERCEPTUAL THRESHHOLD

When You Want to Lie BELOW Perceptual

Threshold

And When You Want to Rise ABOVE the

Threshold

1. Make Explicit (Products sensory features)

2. CHANGE (NOTICEables by P&G)

Discussion Q. Rising above or lying below?

(Examples)


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PERCEPTUAL ORGANIZATION

GESTALT

FIGURE AND

GROUND

CLOSURE

_ingle _ells


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SUBLIMINAL PERCEPTION

Subliminal Perception. Perception of a stimulus

without being aware of it.

Mere Exposure effect: Liking due to even brief,

unrecalled, exposure.

Prior exposure creates warmth (even without

memory)

Therefore, we like things we have seen before

even though we may not remember seeing

them!

Automated Response

Lesson: Just Make All Stimuli elements

P L E A S A N T. .


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PERCEPTION: MARKETING APPLICATIONS

Psychology of Price Perceptions Reference Price. Assimilation vs. Contrast Price as Quality Cue

Country of Origin

Brand Image

Perceptual Maps

Sensory Marketing


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BRAND IMAGE

Q. How do you change

brand image?

A. By Changing Consumer

Perceptions.

Based, of course, on the

Brands Reality.

Brand Image is 100%Consumer Perception.

How Consumers Perceive Marketing Stimuli


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PERCEPTUAL MAPS

Discuss: Why the two maps are different?


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Positioning + REPOSITIONING

POSITIONING. Consumer perception of a brand

relative to competing brands and relative to

ones goals

REPOSITIONING. The practice of changing

consumer perceptions about a brand. POSITIONING METHODS:By Functional Benefits By Symbolic Image

By User Image By Usage Situation By Competition.


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POSITIONING METHODS:

By Functional Benefits

By Symbolic Image

By User Image

By Usage Situation

By Competition.

Students: Bring an Ad for Each


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Secondary Demand Creation

Primary Demand Creation

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BREAKING Free from

Category Restriction

Positioning + REPOSITIONING

See

Rolling Stone Ad

Orange Ad


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SENSORY Marketing

Sound Taste

Sense of Smell Sense of Touch Sight

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Creating Favorable Brand Impressions in the

consumer mind by appealing to senses.

Two Approaches: 1. Pleasant and Varied Stimuli/Product Design 2. Unique sensory feature (Brand Identity)


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SENSORY Marketing

Sound Taste

Sense of Smell Sense of Touch Sight

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New trend in Sensory Communication:

Cross-modality(Example: communicating sensory pleasure of

taste or smell on printed page)

Perception Meets Marketing


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Perceptions: bits ofWisdom

There Are No FACTS in Life, only

Statements of FACTS. There is no Objective Reality, Only

Perceptions. Sometimes Perceptions come close to

reality, sometimes they are far off. All OURPerceptions are TRUE;

OthersPerceptions May be False. Perceptions, NOT Reality, form the

basis of our Actions. Consumer Perceptions, Not Reality,

determine the fates of brands and of

Businesses.

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Chap 3 Perception