cb perception
TRANSCRIPT
Welcome to
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01
Chapter No: 08of
MKT 425: Consumer Behavior
Chapter Name: Perception
Modular:
Mr. Afjal Hossain
Lecturer
Department of Marketing, PSTU
Learning Objectives
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02
1. Understand the roles of perception of defining anyobject.
2. To know the function of the different sensory organs.
3. To know how the perception of different people arechanged over time.
Definition
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03
Perception:
How a person see world around him?
How each person recognizes, selects, organizes and
interprets the stimuli based on his/ her own needs,
values and expectations?
The process by which an individual uses information
to create a meaningful picture of the world by
•selecting,
•organizing
•interpretingPerception is important because people selectively perceive what
they want and it affects how people see risks in a purchase.
Definition
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04
Stimuli:
Stimuli is the plural form of Stimulus. A stimulus is any
unit of input to any of the sense.
Examples, product, packages, brand names,
advertisements and commercials.
Elements of Perception
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05
Elements of Perception
1. Sensation:
Sensation is the immediate and direct response of the
sensory organs to stimuli.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06
Sensory Receptors:
Sensory receptors are human organs or sensoryorgans that receive sensory inputs.
Sensory Organs Functions
Eyes To see
Ears To hear
Nose To smell
Mouth To taste
Skin To feel
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07
2. Absolute Threshold
The lowest level at which an individual can experience a
sensation.
The point at which a person can detect a difference between
“something” and “nothing” is his/ her absolute threshold for that
stimulus.
Ex: The distance at which a driver can note a specific billboard on
a highway is that individual's absolute threshold.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08
Sensory Adaptation:
It is a problem that concerns many national advertisers which is
why they try to change their advertising campaign regularly.
The only reason they think that the ads will no longer provide
sufficient sensory input to be noted.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09
Sensory Adaptation:
Other Reasons:
• They are using so much clutter
• They are decreasing sensory input
• They are placing their ads in unusual/ technological media
• Package designers try to determine consumer’s absolute
threshold
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010
3. Differential Threshold
The minimal difference that can be detected between two similar
stimuli.
Ex: The price of juice pack can’t notice but the price of milk-
powder/ electricity will be noticed.
It is also known as Just Noticeable Difference/ j.n.d.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 011
Marketing Implications of j.n.d.
Manufacturers/ Marketers use j.n.d. for their products for 2
reasons:
• Negative changes (below the j.n.d.)
reduction in product size/ quality, increase the product price
• Product improvements (above the j.n.d.)
lower price, updated packaging, larger size etc.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 012
4. Subliminal Perception
When people perceive the thing at the level beyond they should be
is called subliminal perception.
Ex: Bangla Film.
Elements of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 013
5. Supraliminal Perception
When people perceive the thing at the level above they should be
is called supraliminal perception.
Ex: English Film.
One of the major principles of perception is dynamics of perception:
Raw sensory input by itself does not produce or explainthe coherent picture of the world. Indeed, the study ofperception is what we subconsciously add to or subtractfrom raw sensory inputs to produce our own privatepicture of the world. There are 3 aspects of perception:
1. Perceptual Selection
2. Perceptual Organization
3. Perceptual Interpretation
Dynamics of Perception
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 014
1. Perceptual Selection
Perceptual Selection is to recognize the stimuli. Stimuliselected based on two major factors:
• Consumer previous experience
• Their motives at the time
These factors give rise to 4 important concepts of concerningperception:
a. Selective Exposure
b. Selective Attention
c. Perceptual Defense
d. Perceptual Blocking
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 015
2. Perceptual organization
The principles of perceptual organization is first developedby Gestalt and referred to as Gestalt psychology. Three basicprinciples are:
• Figure-ground
• Grouping
• Closure
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 016
2. Perceptual organization
• Figure-ground– Organization depends on what we see as figure (object) and what
we perceive a ground (context).
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 017
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 018
2. Perceptual organization
• Figure-ground
2. Perceptual organization
• Grouping– Organization depends on what we form a unified picture or
information as groups or chunks of information rather than asdiscrete bits of information.
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 019
2. Perceptual organization
• Laws of Perceptual Grouping
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 020
2. Perceptual organization
• Closure– We perceive figures with gaps in them to be complete.
Dynamics of Perception (continued)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 021
3. Perceptual Interpretation
The interpretation of stimuli is uniquely individual because
• It is based on what they expect to see in the light ofprevious experience
• Number of plausible explanations they can envision
• Motives and interest at the time of perception.
Dynamics of Perception
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 022
1. Physical AppearancesPeople like those people who are smart, beautiful etc…
2. StereotypesBlack & White men are arrested together meaning that white arrests black.
3. First ImpressionsPeople love at first sight.
4. Jumping to ConclusionsYou will be slim/ heavy if you purchase this product.
5. Halo EffectWhenever one thing can be interpreted from different angle.
Perceptual Distortion
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 023
Query?
Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 025