Consumer Perception

W. Rofianto

Perception

The process by which individuals select, organize, andinterpret stimuli into a meaningful and coherentpicture of the world.

“how we see the world around us.”

Marketing Defined

Scent Marketing

The Absolute Threshold

The lowest level at which an individual can experience a sensation

https://www.youtube.com/watch?v=Gw0Gfp5LVgQ

The differential Threshold

The minimal difference that can be detected between two

similar stimuli

Subliminal Perception

Stimuli that are too weak or too brief to be consciously seen or

heard but strong enough to be perceived by one or more

receptor cells.

Selective Perception, Exposure & Attention

consumer’s selection of stimuli from the environment is based on

the interaction of expectations and motives with the stimulus

Perceptual Organization

Figure and ground refers to the interrelationship between the

stimulus itself (i.e., figure) and the environment or context within

which it appears (i.e., ground)

Grouping

People’s instinctive tendency to group stimuli together so that

they become a unified picture or impression

Closure

Stereotyping

Individuals carry biased pictures in their minds of the meanings

of various stimuli

Brand Image

The desired outcome of effective positioning is a distinct

“position” (or image) that a brand occupies in consumers’ minds

Perceived Quality

Perceived Risk

rofianto@gmail.com