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TRANSCRIPT
Chapter 5
Consumer Perception
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
Copyright © 2006 Pearson Education Canada Inc. 5-2
Perception
The process by which an individual
selects, organizes, and interprets
stimuli into a meaningful and coherent
picture of the world
How we see the world around us,
including the process that preceded it
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Sensation
The immediate and direct response
of the sensory organs to stimuli.
A perfectly unchanging
environment provides little to no
sensation at all!
SENSASI Immediate response of sensory receptors to a
stimulus
Bagaimana supaya terjadi sensasi? Stimuli anda
(produk, harga, promosi) minimal harus
memenuhi absolute threshold, yaitu:
1. Ukuran stimuli minimal yang dapat ditangkap
panca indra.
2. Perbedaan minimal antara stimuli dengan
lingkungannya yang dapat ditangkap panca indra.
3. Batas antara “ada” atau “tidak ada” stimuli
5-4
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Subliminal Perception
Perception of very weak or rapid
stimuli received below the level of
conscious awareness
http://www.thoughtscan.com/
Subliminal Perception
Stimuli samar2 adalah stimuli yang ukuran atau perbedaan
dengan lingkungannya terlalu kecil untuk ditangkap panca
indra
Stimuli samar2 menghasilkan subliminal perception
Terdapat pro-kontra tentang keefektifan subliminal
perception
Yang pro mengatakan subliminal perception bermanfaat,
dengan catatan:
1. Kalau bersifat sensual (menggunakan unsur sensualitas)
2. Kalau audiens merasa surprise apabila menemukan stimuli samar2
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Is Subliminal Persuasion
Effective?
Extensive research has shown no
evidence that subliminal
advertising can cause behaviour
changes
Some evidence that subliminal stimuli may influence affective reactions
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Differential Threshold or j.n.d
The minimal difference between
two similar stimuli that can be
detected by the audiences or
consumers
Differential threshold atau j.n.d
(just noticable difference)
Bagaimana supaya terjadi sensasi? Stimuli anda
(produk, harga, promosi) minimal harus
memenuhi differential threshold, yaitu: perbedaan
minimal stimuli yang sama yang dapat dideteksi
sensory receptors. Pada konteks ini stimuli sudah
berubah. Jadi, differential threshold berkaitan
dengan dengan perbedaan minimal awal (Io) dan
stimuli setelah berubah (I1) yang dapat dideteksi
sensory receptors
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Perubahan positif (perubahan yang menambah
nilai) sebaiknya memenuhi atau melebihi
differential threshold atau j.n.d
Perubahan negative (perubahan yang mengurangi
nilai) sebaiknya tidak mencapai differential
threshold atau j.n.d
Nilai=Manfaat-Biaya atau Manfaat/Biaya
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Weber’s Law
the stronger the initial stimulus, the
greater the additional intensity
needed for the second stimulus to
be perceived 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 readily discernible to the public
– so that product improvements are very apparent to consumers
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
Conscious and unconscious
screening of stimuli
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Perceptual Selection
Depends on three major factors
–Consumer’s previous experience
–Consumer’s motives
–Nature of the stimulus
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Concepts Concerning Selective
Perception
Gestalt
Psychology
Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking
Bagaimana supaya terjadi selection? Atau bagaimana
supaya stimuli mengalami selection?
1. Selection tergantung pada dua faktor, yaitu: (1) faktor
pemersepsi (pengalaman dan kebutuhan) dan (2) faktor
stimulus (ukuran dan keunikan)
2. Kita juga dapat menggunakan prinsip2 gestalt psychology
untuk menjelaskan selection, yaitu: selective exposure,
selective attention, perceptual defense dan perceptual
blocking
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Perceptual Selection – Cont’d
Selective exposure
– Consumers actively choose stimuli
that they want to see
Selective attention
– Consumers decide how much
attention they will pay to a stimulus
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Perceptual Selection – Cont’d
Perceptual defence
– Consumers screen out
psychologically threatening stimuli
Perceptual blocking
– ‘tuning out’ of stimuli
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Principles of Perceptual
Organization
Figure and ground– Definition of figure depends on the
background
Grouping– Information is organized into chunks
Closure– Incomplete stimuli create tension
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Interpretation: Comparing
properties of the stimuli with
criteria reside in our mind
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Interpretasi
Membandingkan karakteristik
stimuli dengan kriteria penilaian
yang tersimpan dalam otak
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Perceptual Interpretation
Physical Appearances
Stereotypes
First Impressions
Descriptive terms
Halo Effect
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Perceptual Interpretation
Perceptual Interpretation
Physical
Apprearances
Hallo
Stereotypes First effect
Impressions
Descritive term
Peoples tend
to carry
picture in
their minds
about various
stimuli
Cowok
suksespenam
pilan keren.
Penampilan
kerensukses
Make conclusion based-on
first impressive atributes,
without clear understanding
of relevant and important
attributesConclusion based on
verbal massage: “He drives
like a man”
Evaluation is based
on just one
dimension, such as
bran name
P.Konsumen/S1/200833
QUESTION
1. Why people can perceive the same object differently?
2. Explain the differences between absolute threshold and differential threshold.
3. How do you implement the concept of differential threshold for positive and negative changes in marketing?
4. Does subliminal advertising work? It is based on subliminal perception.
5. Explain factors that cause perceptual distortions
6. What stimuli-related factors should be managed in order to stimulate selection?
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5. Explain consumer-related factors that influence
stimuli selection.
6. Explain product-related factors that influence
stimuli selection
7. Can you explain the mechanism of stimuli
organization proposed by Gestalt Psychology?
8. How consumer interpret the stimuli?