Chapter 5 Consumer Perception€¦ · Explain consumer-related factors that influence stimuli selection. 6. Explain product-related factors that influence stimuli selection 7. Can

Chapter 5

Consumer Perception

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006

Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc. 5-2

Perception

The process by which an individual

selects, organizes, and interprets

stimuli into a meaningful and coherent

picture of the world

How we see the world around us,

including the process that preceded it


Sensation

The immediate and direct response

of the sensory organs to stimuli.

A perfectly unchanging

environment provides little to no

sensation at all!

SENSASI Immediate response of sensory receptors to a

stimulus

Bagaimana supaya terjadi sensasi? Stimuli anda

(produk, harga, promosi) minimal harus

memenuhi absolute threshold, yaitu:

1. Ukuran stimuli minimal yang dapat ditangkap

panca indra.

2. Perbedaan minimal antara stimuli dengan

lingkungannya yang dapat ditangkap panca indra.

3. Batas antara “ada” atau “tidak ada” stimuli

5-4


Subliminal Perception

Perception of very weak or rapid

stimuli received below the level of

conscious awareness

http://www.thoughtscan.com/

Subliminal Perception

Stimuli samar2 adalah stimuli yang ukuran atau perbedaan

dengan lingkungannya terlalu kecil untuk ditangkap panca

indra

Stimuli samar2 menghasilkan subliminal perception

Terdapat pro-kontra tentang keefektifan subliminal

perception

Yang pro mengatakan subliminal perception bermanfaat,

dengan catatan:

1. Kalau bersifat sensual (menggunakan unsur sensualitas)

2. Kalau audiens merasa surprise apabila menemukan stimuli samar2







Is Subliminal Persuasion

Effective?

Extensive research has shown no

evidence that subliminal

advertising can cause behaviour

changes

Some evidence that subliminal stimuli may influence affective reactions


Differential Threshold or j.n.d

The minimal difference between

two similar stimuli that can be

detected by the audiences or

consumers

Differential threshold atau j.n.d

(just noticable difference)

Bagaimana supaya terjadi sensasi? Stimuli anda

(produk, harga, promosi) minimal harus

memenuhi differential threshold, yaitu: perbedaan

minimal stimuli yang sama yang dapat dideteksi

sensory receptors. Pada konteks ini stimuli sudah

berubah. Jadi, differential threshold berkaitan

dengan dengan perbedaan minimal awal (Io) dan

stimuli setelah berubah (I1) yang dapat dideteksi

sensory receptors


Perubahan positif (perubahan yang menambah

nilai) sebaiknya memenuhi atau melebihi

differential threshold atau j.n.d

Perubahan negative (perubahan yang mengurangi

nilai) sebaiknya tidak mencapai differential

threshold atau j.n.d

Nilai=Manfaat-Biaya atau Manfaat/Biaya



Weber’s Law

the stronger the initial stimulus, the

greater the additional intensity

needed for the second stimulus to

be perceived as different


Marketing Applications

of the JND

Need to determine the relevant

j.n.d. for their products

– so that negative changes are not readily discernible to the public

– so that product improvements are very apparent to consumers


Aspects of Perception

Selection

Organization

Interpretation


Perceptual Selection

Conscious and unconscious

screening of stimuli



Perceptual Selection

Depends on three major factors

–Consumer’s previous experience

–Consumer’s motives

–Nature of the stimulus


Concepts Concerning Selective

Perception

Gestalt

Psychology

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Bagaimana supaya terjadi selection? Atau bagaimana

supaya stimuli mengalami selection?

1. Selection tergantung pada dua faktor, yaitu: (1) faktor

pemersepsi (pengalaman dan kebutuhan) dan (2) faktor

stimulus (ukuran dan keunikan)

2. Kita juga dapat menggunakan prinsip2 gestalt psychology

untuk menjelaskan selection, yaitu: selective exposure,

selective attention, perceptual defense dan perceptual

blocking



Perceptual Selection – Cont’d

Selective exposure

– Consumers actively choose stimuli

that they want to see

Selective attention

– Consumers decide how much

attention they will pay to a stimulus


Perceptual Selection – Cont’d

Perceptual defence

– Consumers screen out

psychologically threatening stimuli

Perceptual blocking

– ‘tuning out’ of stimuli



Principles of Perceptual

Organization

Figure and ground– Definition of figure depends on the

background

Grouping– Information is organized into chunks

Closure– Incomplete stimuli create tension


Interpretation: Comparing

properties of the stimuli with

criteria reside in our mind


Interpretasi

Membandingkan karakteristik

stimuli dengan kriteria penilaian

yang tersimpan dalam otak




Perceptual Interpretation

Physical Appearances

Stereotypes

First Impressions

Descriptive terms

Halo Effect

32



Physical

Apprearances

Hallo

Stereotypes First effect

Impressions

Descritive term

Peoples tend

to carry

picture in

their minds

about various

stimuli

Cowok

suksespenam

pilan keren.

Penampilan

kerensukses

Make conclusion based-on

first impressive atributes,

without clear understanding

of relevant and important

attributesConclusion based on

verbal massage: “He drives

like a man”

Evaluation is based

on just one

dimension, such as

bran name

P.Konsumen/S1/200833

QUESTION

1. Why people can perceive the same object differently?

2. Explain the differences between absolute threshold and differential threshold.

3. How do you implement the concept of differential threshold for positive and negative changes in marketing?

4. Does subliminal advertising work? It is based on subliminal perception.

5. Explain factors that cause perceptual distortions

6. What stimuli-related factors should be managed in order to stimulate selection?

34

5. Explain consumer-related factors that influence

stimuli selection.

6. Explain product-related factors that influence

stimuli selection

7. Can you explain the mechanism of stimuli

organization proposed by Gestalt Psychology?

8. How consumer interpret the stimuli?

Documents

Chapter 5 Consumer Perception€¦ · Explain consumer-related factors that influence stimuli selection. 6. Explain product-related factors that influence stimuli selection 7. Can