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8/8/2019 Chap 3 Perception(2)
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Open Mentis 2007 www.mycbbook.com
Con su
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Percep
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w.mycbbook.com
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 interpreta stimulus.
The 3S Model of Perception Process
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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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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
MyCBBok
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
MyCBBk
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
MyCBBk
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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