perception edited version

Amity Business School

PERCEPTION

MAMTA MOHAN


Perception• How we see the world around us

Consumer as a perceiver-

• The objective reality of the product matters a littlewhat matters is the consumers perception of the pdt/ brand

• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world



Factors that Shape PerceptionElements of perception

• Sensation-The immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all!

• Decrease Sensory inputs • Increased Sensory inputs

• Absolute threshold• Differential threshold• Subliminal perception


Increased Sensory Input


Apple Computer’s competitive positioning


Factors that shape Perception. • Absolute threshold-• Differential threshold-Weber’s Law• A theory concerning the perceived

differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

• Subliminal perception


Gradual Changes in Brand Name Fall Below the J.N.D.


Betty Crocker Changes Fall Below the J.N.D.


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


Subliminal Perception

Perception of very weak or rapid stimuli received below the level of conscious awareness.

Is Subliminal Persuasion Effective?


Subliminal Embedding


Dynamics of Perception

• ( PERCEPTUAL) SELECTION-• ORGANIZATION-• INTERPRETATION-


Perceptual Selection

• Depends on two major factors–Consumers’ previous experience – Expectation–Consumers’ motives


Unexpected Attracts Attention


Biases in perceptual process

Gestalt Gestalt PsychologyPsychology

• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking


Dynamics of perception.

• ( PERCEPTUAL) SELECTION-

• ORGANIZATION-

• INTERPRETATION-


Perceptual Organization

• Figure and ground

• Grouping- easy to remember when we associate

• Closure


Figure And Ground

• Stimuli that contrast with their environment are more likely to be noticed.


INTERPRETATION-

• Influences of Perceptual Distortion

• Physical Appearances• Stereotypes e.g Benetton adds• First Impressions• Jumping to Conclusions• Halo Effect


Conclusion

• People tend to add to or subtract fm the stimuli to which they are exposed on the basis of their Expectations and motives.


Issues In Consumer Imagery

• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturer Image• Perceived Risk


Using Imagery


Perceptual Mapping

A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific

brands.• Pricing Strategies Focused on Perceived Value

• Satisfaction-based Pricing• Relationship Pricing• Efficiency Pricing


112Tensile and Objective Price Claims

• Evaluations least favorable for ads stating the minimum discount level

• Ads stating maximum discount levels are better than stating a range

perception edited version

Technology