perception edited version
Post on 14-Jan-2015
4.837 Views
Preview:
DESCRIPTION
TRANSCRIPT
Amity Business School
PERCEPTION
MAMTA MOHAN
Amity Business School
Perception• How we see the world around us
Consumer as a perceiver-
• The objective reality of the product matters a littlewhat matters is the consumers perception of the pdt/ brand
• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
Amity Business School
Amity Business School
Factors that Shape PerceptionElements of perception
• Sensation-The immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all!
• Decrease Sensory inputs • Increased Sensory inputs
• Absolute threshold• Differential threshold• Subliminal perception
Amity Business School
Increased Sensory Input
Amity Business School
Apple Computer’s competitive positioning
Amity Business School
Factors that shape Perception. • Absolute threshold-• Differential threshold-Weber’s Law• A theory concerning the perceived
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 be perceived as different).
• Subliminal perception
Amity Business School
Gradual Changes in Brand Name Fall Below the J.N.D.
Amity Business School
Betty Crocker Changes Fall Below the J.N.D.
Amity Business School
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
Amity Business School
Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Is Subliminal Persuasion Effective?
Amity Business School
Subliminal Embedding
Amity Business School
Dynamics of Perception
• ( PERCEPTUAL) SELECTION-• ORGANIZATION-• INTERPRETATION-
Amity Business School
Perceptual Selection
• Depends on two major factors–Consumers’ previous experience – Expectation–Consumers’ motives
Amity Business School
Unexpected Attracts Attention
Amity Business School
Biases in perceptual process
Gestalt Gestalt PsychologyPsychology
• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking
Amity Business School
Dynamics of perception.
• ( PERCEPTUAL) SELECTION-
• ORGANIZATION-
• INTERPRETATION-
Amity Business School
Perceptual Organization
• Figure and ground
• Grouping- easy to remember when we associate
• Closure
Amity Business School
Figure And Ground
• Stimuli that contrast with their environment are more likely to be noticed.
Amity Business School
INTERPRETATION-
• Influences of Perceptual Distortion
• Physical Appearances• Stereotypes e.g Benetton adds• First Impressions• Jumping to Conclusions• Halo Effect
Amity Business School
Conclusion
• People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives.
Amity Business School
Issues In Consumer Imagery
• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturer Image• Perceived Risk
Amity Business School
Using Imagery
Amity Business School
Perceptual Mapping
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific
brands.• Pricing Strategies Focused on Perceived Value
• Satisfaction-based Pricing• Relationship Pricing• Efficiency Pricing
Amity Business School
112Tensile and Objective Price Claims
• Evaluations least favorable for ads stating the minimum discount level
• Ads stating maximum discount levels are better than stating a range
top related