c.behaviourperception

8/2/2019 c.behaviourPERCEPTION

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CONSUMER BEHAVIOUR


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Perception is defined as the process by which an

individual selects, organizes, and interprets stimuli

into meaningful and coherent picture of the world.

Stimulus: A stimulus is any unit of input to any of thesenses.

Examples of stimuli include packages, brand names,

advertisement and commercials.

Sensation: Sensation is the immediate and directresponse of their sensory organs to stimuli.


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Sensory Receptors: Sensory receptors are the humanorgans (the eyes,ears,nose,mouth and skin) that receivesensory inputs. Their sensory functions are to see, hear,smell, taste, and feel.

Absolute Threshold: The lowest level at which anindividual can experience a sensation is called theabsolute threshold.

ThePoint at which a person can detect a differencebetween something and nothing is that personsabsolute threshold for that stimuli.


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Example:The distance at which a driver can note a specific

billboard on a highway is that individualsabsolute threshold. Two people riding together

may first spot the billboard at different timesthus that appear to have different absolutethreshold.Adaptation: As our exposure to the stimulusincreases we notice it less. In the field of

perception the term adaptation refers to gettingused to certain sensation that is becomingaccommodated to certain level of stimulation.


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Sensory adaptation: Sensory Adaptation is aproblem that concerns many nationaladvertisers, which is why they try to changetheir advertising campaigns regularly. They

are concerned that consumers will get soused to their current print ads and TVcommercials that they will no longer seethem, that is the ads will no longer providesufficient sensory input to be noted.


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The minimal difference that can be detected between

two similar stimuli is called differential threshold or

Just Noticeable Difference.

This theory has been propounded by Ernst Weber and itstated that the stronger the initial stimulus, the greater

the additional intensity needed for the second stimulus

to be perceived as different.


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Manufacturer and Marketers endeavors to determine the

relevant j.n.d for their product for two very different reasons

1. So that negative changes(e.g Reduction in product size or

quality or increase in price) are not readily understood bythe people(they remain below the j.n.d)

2. So that product improvement (e.g.. Improved packaging,

larger size, or lower price) are very apparent to consumers

(that is they are just above the j.n.d)


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Stimuli that are too weak or too brief to beconsciously seen or heard may be strongenough to be perceived by one or morereceptor cells. This process is called

Subliminal perception.


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Three aspects of Perception

1. The selection

2. Organization

3. Interpretation of stimuli


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Which stimuli get selected depends on twomajor factors in addition to the nature of thestimulus itself

1. Consumers previous experience as itaffects their expectations(what they areprepared or set to see}

2. Their motives at that time (their

neds,desire,interset and so on)


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Selective Exposure: Consumers actively seek out messages

that thy find pleasant or with which they are sympathetic andthey actively avoid painful or threatening one. They alsoselectively expose themselves to advertisements that reassurethem of the wisdom of their purchase decision.

Selective Attention: Consumers exercise a great deal ofselectivity in terms of the attention they give to commercial

stimuli. Thus consumers are like to note ads for products thatwould satisfy their needs and disregard those in which theyhave no interest.


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Some people are more interested in price, some in appearance

and some in social acceptability. Some people like complex,

sophisticated message and others like simple graphics.

Perceptual Defense: Consumers subconsciously screen out

stimuli that they find psychologically threatening, even though

exposure has already taken place, Thus threatening or

otherwise damaging stimuli are less likely to be perceivedthan are neutral stimuli at the same level of exposure.


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For example since research showed that most

Canadian Smokers no longer pay attention to thewritten warning labels on cigarette packs, Canadanow requires tobacco firms to feature graphichealth warnings on cigarette packs: one suchwarning shows a damaged brains and warns aboutstrokes, etc.

Perceptual Blocking: Consumers protect themselves

from being bombarded with stimuli simply turningout-blocking such stimuli from consciousawareness.


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People do not experience the numerous stimuli they select from theenvironment as separate and discrete sensation rather they tend to organize

them into groups and perceive them ad unified whole.

The three most basic principles of perceptual organization are

1. FIGURE AND GROUND

2. GROUPING

3. CLOSURE


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The stimuli that contrast with their environment are more likely to be

noticed. A figure is perceived more clearly because in contrast to its

ground, it appears to be well defined, solid and in the forefront.

Consider the stimulus of music. People an either bathe in music or listen

to music. In the first case, music is simply background to other activities

and in the second case it is the figure.


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Individual tend to group stimuli so that they form a unified

picture or impression. The perception of stimuli as group or

chunks of information, rather than as discrete bits of

information facilitates their memory and recall.

Grouping can be used advantageously by marketers to imply

certain desired meanings in connection with their products.

For example an advertisement for tea may show a young

man and woman sipping tea in a beautifully appointed roomwhere the overall mood implied by the grouping of stimuli

leads the consumer to associate the drinking of tea with

romance, fine living and winter warmth.


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Individuals have a need for closure. They express this need byorganizing their perception so that they form a completepicture. If the pattern of stimuli to which they are exposedis incomplete they tend to perceive it as complete. That isthey consciously or subconsciously fill in the missing pieces.

Thus a circle with a section of its periphery missing isinvariably perceived as circle nor an arc.

Need for closure has interesting implication for marketers.Promotional messages in which viewers are required to fill in

information beg for complete b consumers and the very act ofcompletion serves to involve them deeply in the message.


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The interpretation of stimuli is uniquely individual, because itis based on what individual expects to see in light of their

previous experience, motives and interest at the time of

perception.

How close a persons interpretation are to reality dependson the clarity of the stimulus, the past experience the

perceiver, and his or her motive and interest at the time of

perception.


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Individuals are subject to a number of influences that tend todistort their perception such as:

Physical Appearance

Stereotypes

First impression

Jumping to conclusion

Halo Effect


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Studies have found that attractive models are more persuasiveand have a more positive influence on consumer attitude and

behaviour than average looking models.

But one study has revealed that highly attractive models are

perceived as having more expertise regarding enhancementproducts like jewellery, perfumes, lipsticks,etc but not problem

solving products like acne and dandruff. Therefore advertisers

must ensure that there is rational match between the product

advertised and the physical attributes of the model used topromote them.


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Individuals tend to carry pictures in their mind of the meaningof various kinds of stimuli. These stereotypes serve asexpectation of what specific situation ,people , or event will belike and they are important determinants of how such stimuliare subsequently perceived.

Several years ago, an ad for Benetton featuring two men-oneblack and one white-handcuffed together, which was a part ofthe united colours of Benetton campaign promoting racialharmony , produced a public outcry because people perceived

it as depicting a white man arresting a black man. clearly, thisperception was the result of stereotypes, since there wasnothing in the ad to indicate that the white person wasarresting the black person.


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First impression tend to be lasting. A shampoo commercial

effectively used a line, "You will never have a second chance

to make a first impression.Since first impression are oftenlasting therefore introducing a new product before it has been

perfected may prove fatal to its ultimate success, subsequent

information about its advantage even if true will often be

negated by the memory of its early performance.


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Many people tend to jump to conclusion beforeexamining all the relevant evidence. For example, theconsumer may hear just the beginning of thecommercial message and draw conclusion regardingthe product or service being advertised. For this

reason , many copywriter are careful to give theirmost persuasive argument first.

One study found that consumers purchase packagesthat they believe contain greater volume, whether ornot this is actually so, and that they perceive

elongated package to contain more volume thanround package. Clearly these findings have importantimplication for package,advertisement and pricing.


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Halo effect is used to describe a situation in

which the evaluation of a single object or personon a multitude of dimension is based on the

evaluation of just one or few dimension. Marketer take the advantage of the halo effect

when they extend a brand name associated withone line of product to another. Manufacturer and

retailer hope to acquire instant recognition andstatus for their products by associating themwith well known brand names.


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Perceived risk is defined as the uncertainty that consumers

face when they cannot foresee the consequence of their

purchase decision.

High risk perceivers are often described as narrow categorizersbecause they limit their choice to few safe alternatives.

Low risk perceivers have been described as broad categorizers

because they tend to make their choice from a much wide

range of alternatives.


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Functional Risk: Functional risk is the risk that the product

will not perform as expected ( e.g. Can this cell phone work

full a week without being recharged?)

Physical Risk: Physical risk is the risk to self and others that

the product might pose (e.g. Is cellular phone really safe ,

or does it emit harmful radiations?)


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Financial Risk: Financial risk is the risk that the product will not beworth its cost (e.g.-Will very soon new model will be replace it?)

Social risk: Social risk is the risk that a poor product choice mayresult in social embarrassment ( e.g.-Will my classmate laugh a mypurple coloured hair?)

Psychological risk: Psychological risk is the risk that a poorproduct choice will bury consumers ego (e.g.-will I beembarrassed when I invite friends to listen to music on my 10years old stereo?)

Time risk: Time risk is the risk that the time spent in product searchmay be wasted if the product does not perform as expected.(e.g.-Will I have to go through the shopping effort all over again?)

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