6. consumer perceptions
TRANSCRIPT
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6-1
Chapter 6
Consumer Perception
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6-2
Perception
The process by which
an individual selects,organizes, and
interprets stimuli into
a meaningful andcoherent picture of
the world
How we see the
world around us
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Elements of Perception
Sensation
Absolute threshold
Differential threshold Subliminal perception
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Sensation
The immediate anddirect response of the
sensory organs to
stimuli.
A perfectly unchanging
environment provides
little to no sensation atall!
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Figure 6.1
IncreasedSensory
Input
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WebersLaw
A theory concerning theperceived differentiation
between similar stimuli of
varying intensities (i.e., the
stronger the initial stimulus,
the greater the additional
intensity needed for the
second stimulus to beperceived as different).
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Marketing Applications
of the JND Need to determine the relevant j.n.d. for
their products
so that negative changes are not readilydiscernible to the public
so that product improvements are very apparentto consumers
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Figure 6.2 Betty Crocker Changes Fall
Below the J.N.D.
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Figure 6.3 Gradual
Changes in BrandName Fall Below the
J.N.D.
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Subliminal Perception
1957: Drive-In Movie Theater
1974: Publication of Subliminal Seduction
1990s: Allegations against Disney
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Is Subliminal Persuasion
Effective? Extensive research has shown no evidence
that subliminal advertising can cause
behavior changes Some evidence that subliminal stimuli may
influence affective reactions
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Figure 6.5
SubliminalEmbedding
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
Depends on two major factors
Consumers previous experience
Consumers motives
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Concepts Concerning Selective
Perception
Selective Exposure
Selective Attention Perceptual Defense
Perceptual BlockingGestalt
Psychology
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Figure 6.7 The
UnexpectedAttracts
Attention
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Influences of Perceptual Distortion
Physical Appearances
Stereotypes
First Impressions Jumping to Conclusions
Halo Effect
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Figure 6.10 Ads Depicting
Stereotypes
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Issues In Consumer Imagery
Product Positioning and Repositioning
Positioning of Services
Perceived Price Perceived Quality
Retail Store Image
Manufacturer Image Perceived Risk
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Figure 6.12
Using Imagery
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Positioning
Establishing a
specific image for abrand in relation to
competing brands.
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Positioning Techniques
Umbrella
Positioning
Positioning
Against
Competition
Positioning Based
on a Specific
Benefit
Conveying a
Product Benefit
Taking an Unowned
Position
Positioning for
Several Positions
Repositioning
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Apples 1984 Ad Positions
Against the Competition
Click icon to reach ad
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PerceptualMapping
A research technique
that enables
marketers to plot
graphically
consumersperceptions
concerning product
attributes of specificbrands.
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Figure 6.14 Perceptual Mapping
More
Artwork
More
Copy
Fashion Coverage
Club Coverage
Splash
Crash
Fashion
Splash
Bash
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Table 6.2 Pricing Strategies
Focused on Perceived Value
Satisfaction-based Pricing Relationship Pricing
Efficiency Pricing
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Issues in Perceived Price
Reference prices Internal
External Tensile and objective price claims
Was $199
Now $99
Sale!
20%
to70%
Off!
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Tensile and Objective
Price Claims Evaluations least
favorable for ads stating
the minimum discountlevel
Ads stating maximumdiscount levels are betterthan stating a range
Save 10% or more
Save upto 50%
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Perceived Quality
Perceived Quality of Products Intrinsic vs. Extrinsic Cues
Perceived Quality of Services
Price/Quality Relationship
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Characteristics of Services
Intangible
Variable
Perishable
Simultaneously
Produced andConsumed
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Table 6.3 SERVQUAL Dimensions forMeasuring Service Quality
DIMENSION DESCRIPTION
Tangibles Appearance of physical facilities,
equipment, personnel, and communication materials
Reliability Ability to perform the promised servicedependably and accurately
Responsiveness Willingness to help customers and provide
prompt service Assurance Knowledge and courtesy of employees and
their ability to convey trust and
confidence Empathy Caring, individualized attention the firm
provides its customers
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Figure 6.15
Ad
EmphasizingTangible
Cues
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Figure 6.16 Conceptual Model of theConsequences of Service Quality
Superior
Inferior
Favorable
Unfavorable
Remain
Behavior
Defect
+$Ongoing Revenue
Increased
SpendingPrice Premium
Referred
CustomersFinancial
Consequences
-$
DecreasedSpending
Lost Customers
Costs to Attract
New Customers
Service
Quality
Behavioral
Intentions
Focus of present study
Empirical links demonstrated in macro studies
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Price/QualityRelationship
The perception of
price as an indicator
of product quality
(e.g., the higher theprice, the higher the
perceived quality of
the product).
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Figure 6.17 Conceptual Model of the Effects ofPrice, Brand Name, and Store Name on
Perceived ValueObjectiv
e Price
Perception
of Price
Perceived
Sacrifice
Perceived
Quality
Perceived
Value
Willingness
to Buy
A. Conceptual Relationship of Price Effect
+
++
+
--
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Figure 6.17 continued
B. Extended Conceptualizationto Include Brand Name and
Store Name
Store
Name
Brand
Name
Perception
of Store
Perception
of Brand
+
+
Objectiv
e Price
Perception
of Price
Perceived
Sacrifice
Perceived
Quality
Perceived
Value
Willingness
to Buy
+
+
+
+
-
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Perceived Risk
Types
Functional Risk
Physical Risk Financial Risk
Psychological Risk
Time Risk
The degree of
uncertainty
perceived by theconsumer as to the
consequences
(outcome)of a specific
purchase decision.
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How Consumers Handle Risk
Seek Information
Stay Brand Loyal
Select by Brand Image Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance