Perception Pertemuan 11

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

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BACKGROUNDOur perception is an approximation of

reality. Our brain attempts to make sense out of the stimuli to which we are exposed.

This works well, for example, when we "see" a friend three hundred feet away at his or

her correct height; however, our perception is sometimes "off"—for example, certain

shapes of ice cream containers look like they contain more than rectangular ones with the

same volume.

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Scoping….• The nature of perception• Exposure• Attention• Interpretation• The marketing application of the perception

process

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ConceptPerception is the critical activity that links the

individual consumer to group, situation and marketer influences

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The nature of perception• Information processing : is a aseries of activities

by which stimuli are transformed into information and stored

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EXPOSURE• Exposure involves the extent to which we

encounter a stimulus. For example, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass.

• Exposure occurs when a stimulus such as a billlboard comes within range of a person sensory receptor nerves – the optic nerve in the case of vision

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Exposure is not enough to significantly impact the individual—at least not

based on a single trial (certain advertisements, or commercial

exposures such as the "Swoosh" logo, are based on extensive repetition

rather than much conscious attention).

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ATTENTION• Attention is needed. Attention is actually a

matter of degree—our attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program

• Occurs when the receptor nerves pass the sensation on the brain for processing

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STIMULUS FACTORSAre physichal charasteristics of the stimulus it self. A number of stimulus charasterictics tend to attractour attention independently of our individual charasteristicStimulus Factors :– Size and intensity– Colour and movement– Position– Isolation– Format– Compressed messages– Information quantity

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• Individual factors– Individual factors

• Situtational Factors– Situtation factors– Contrast

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INDIVIDUAL CHARASTERISTICS

• Learning• Expectations• Situational charasteristics• Stimulus charasteristics

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PEPRCEPTION AND MARKETING STRATEGY

• Retail Strategy• Bran name and logo development• Media Strategy• Advertisement and package design