consumer perceptionperception the process by which individuals select, organize, and interpret...
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Consumer Perception
W. Rofianto
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Perception
The process by which individuals select, organize, andinterpret stimuli into a meaningful and coherentpicture of the world.
“how we see the world around us.”
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Marketing Defined
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Scent Marketing
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The Absolute Threshold
The lowest level at which an individual can experience a sensation
https://www.youtube.com/watch?v=Gw0Gfp5LVgQ
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The differential Threshold
The minimal difference that can be detected between two
similar stimuli
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Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or
heard but strong enough to be perceived by one or more
receptor cells.
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Selective Perception, Exposure & Attention
consumer’s selection of stimuli from the environment is based on
the interaction of expectations and motives with the stimulus
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Perceptual Organization
Figure and ground refers to the interrelationship between the
stimulus itself (i.e., figure) and the environment or context within
which it appears (i.e., ground)
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Grouping
People’s instinctive tendency to group stimuli together so that
they become a unified picture or impression
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Closure
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Stereotyping
Individuals carry biased pictures in their minds of the meanings
of various stimuli
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Brand Image
The desired outcome of effective positioning is a distinct
“position” (or image) that a brand occupies in consumers’ minds
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Perceived Quality
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Perceived Risk