conb session 4

8/8/2019 Conb Session 4

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Basic Concepts of Perception

1.Sensation

2.Absolute Threshold

3.Differential Threshold

4.Subliminal Perception



2. Absolute Thresholds

The minimum level of stimulus needed for it to be

perceived i.e., the point of detecting a difference between

something & nothing of a stimulus.

For example: the point at which one can first see the

billboard on a high way. Before that point the billboard is

below the absolute threshold.



Two people riding together may first spot the billboard at

different times (i.e., at different distance). So they have have

different absolute thresholds.

Under conditions of constant stimulation (driving thro a corridor

of billboards) the absolute threshold increases :: ³G etting used

to´ a hot bath, a cold shower etc.



3 . Differential Thresholds

The minimum difference that can be detected

between two similar stimuli is known as thedifferential stimuli or the j .n .d . (just

noticeable difference).

The mini mum detectable difference .



W eber¶s Law

The amount of change that is necessary to be noticed issystematically related to the intensity of the original stimulus.

The stronger the initial stimulus, the greater a change must be for it to

be noticed

Mathematically:

± K = A constant (varies across senses)

± s = the smallest change in stimulus capable of being detected.

± S = the initial stimulus value

K= s

S



To illustrate, imagine that consumer testing found that 1 gm

would need to be added to a 10 gm package before consumers

could notice that the two packages weighed different amounts.

Suppose we now have a 50 gm box and want to know how

much we must add before consumers could detect a

difference?



Ex am ple of Differential Threshold

1. A black & white television commercial.

(Levi¶s black & white ad)

2. Cadbury¶s relaunch version of ³Dairy Milk ́ .

3. Jenson and Nicholson¶s full page ad.

5. Advertorial (Reader¶s Digest)

6. LG is expensive



G radual Changes

in Brand Name

Fall Below the

J . N . D .



M arketing Applications of JND

Pricing:

± When raising the price, try to move .............

Sales promotion:

± Make coupons ___________ than the JND.

Product:

± Make decreases in size of food product _______ than JND.

± When the word new is used, product change is ______ than JND.

Packaging:

± To update package styling & logo keep ________ the JND.

± To change image, make styling changes ________ than the JND.



4 . Subli minal Perception

Occurs when the stimulus is below the level

of the consumer¶s awareness.



Sti mulus Organisation

Consumers show a tendency to organise various stimuli into groups

and perceive them as unified whole objects.

Closure Principle: Consumers tend to perceive an incompletepicture as complete. E.g., Herohonda ad.

Principle of Grouping: Consumers tend to group stimuli. E.g.,

Pepsi has associated itself with Indian Cricket; Axe effect are best

for youth

Figure-ground Principle: Combo of dominant i.e., figure

(message) and secondary background stimulus i.e., ground

(jingle, humour, graphics etc). E.g., Airtel ad having A R Rahman's



Principle of Closure

This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally

filling in the gaps in the sentence.



Principle of G rouping

Proximity

± Seeing 3 pair of lines in A.

Similarity

± Seeing columns of orange andred dots in B.

Continuity

± Seeing lines that connect 1 to2 and 3 to 4 in C.

Closure ± Seeing a horse in D.



Figure-ground Principle

This billboard for Wrangler jeans makes creative use of the figure- ground principle .



M OTIVATION



M otivation

³. . . an inner state of arousal [drive] that [creates] . .

. energy to achieve a goal.´



Meaning: to understand why consumers do what

they do. i.e., why do people buy our product.

Goal of marketing is to satisfy consumer¶s needs.

Consumer Motivation



Changing Consumer Needs



THEORIES OF MOTIVATION



M aslow¶s Hierarchy of Needs

To earn a PhD / to win gold medal

/ To serve nation as politician

/ to play for country / become a great

musician, actor

Cars / furniture / credit cards

/ luxury products

Superior clothing / clubs

/ entertainment

Insurance / investments /

helmet / seat belt / anti-virus

Basic food / clothing

/ drinks / sex



Need Hierarchy Theory & M arketing

Marketers should not promise what they cannot deliver or create

unrealistic expectations

An useful framework for developing advertising appeals.

Is often used as a basis for market segmentation, with specific Ad

appeals directed to one or more need-segment levels.

Works well in developing positioning strategies (to find a niche ± an

unsatisfied need).



Appeal to E goistic Needs



A Trio of Needs ( M cClelland)

* Power

- individual¶s desire to control environment

* Affiliation

- need for friendship, acceptance, and belonging

- to be in the company of other people

- products are consumed in groups (team sports, shoppingmalls)

* Achievement

- need for personal accomplishment

- closely related to egoistic and self-actualization needs



Appeal to

Power

Needs



Appeal to

Affiliation

Needs

United colours of Benetton



Appeal to Achievement

Needs

conb session 4

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