schiffman cb10 ppt_06
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Consumer Perception
CHAPTERSIX
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Learning Objectives
1. To Understand the Sensory Dynamics of Perception.
2. To Learn About the Three Elements of Perception.
3. To Understand the Components of Consumer Imagery and Their Strategic Applications.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Six Slide
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Perception
• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
• Elements of Perception– Sensation– Absolute threshold– Differential threshold– Subliminal perception
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Sensation
• Sensation is the immediate and direct response of the sensory organs to stimuli– A stimulus is any unit of input to any of the senses.
• The absolute threshold is the lowest level at which an individual can experience a sensation.
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Differential Threshold (Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected between two similar stimuli
• Weber’s law– The j.n.d. between two stimuli is not an absolute
amount but an amount relative to the intensity of the first stimulus
– The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 5
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Marketing Applications of the J.N.D.
• Marketers 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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Discussion Question
• How might a cereal manufacturer such as Kellogg’s use the j.n.d. for Frosted Flakes in terms of:– Product decisions– Packaging decisions– Advertising decisions– Sales promotion decisions
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Subliminal Perception
• Stimuli that are too weak or too brief to be consciously seen or heard – They may be strong enough to be perceived by
one or more receptor cells.• Is it effective?– Extensive research has shown no evidence that
subliminal advertising can cause behavior changes– Some evidence that subliminal stimuli may
influence affective reactions
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
• Includes the product’s physical attributes, package design, brand name, advertising and more…
Nature of the stimulus
• Based on familiarity, previous experience or expectations.Expectations
• Needs or wants for a product or service.Motives
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 10
Selection Depends Upon:
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Why Are ConsumersLikely to Notice This Ad?
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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The Attention-Getting Nature of a Dramatic Image
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Discussion Questions
• What marketing stimuli do you remember from your day so far?
• Why do you think you selected these stimuli to perceive and remember?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 13
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Perceptual SelectionImportant Concepts
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Chapter Six Slide
Selective Exposure
• Consumers seek out messages which:• Are
pleasant• They can
sympathize• Reassure
them of good purchases
Selective Attention
• Heightened awareness when stimuli meet their needs
• Consumers prefer different messages and medium
Perceptual Defense
• Screening out of stimuli which are threatening
Perceptual Blocking
• Consumers avoid being bombarded by:• Tuning out• TiVo
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Organization
• Figure and ground
• Grouping• Closure
• People tend to organize perceptions into figure-and-ground relationships.• The ground is usually
hazy.• Marketers usually
design so the figure is the noticed stimuli.
Principles
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Organization
• Figure and ground
• Grouping• Closure
• People group stimuli to form a unified impression or concept.• Grouping helps
memory and recall.
Principles
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Organization
• Figure and ground
• Grouping• Closure
• People have a need for closure and organize perceptions to form a complete picture.• Will often fill in missing
pieces• Incomplete messages
remembered more than complete
Principles
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What Element of Perceptual Organization Is Featured in This Ad?
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Closure
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Discussion Question
• Do you agree you remember more of what you have NOT completed?
• How might a local bank use this in their advertising?
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
• People hold meanings related to stimuli
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 21
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
• Positive attributes of people they know to those who resemble them• Important for model
selection
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 22
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
• Verbal messages reflect stereotypes
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 23
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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How Does This AdDepict Perceptual Interpretation?
24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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It Contrasts the Powerful Durango with Less Rugged Referred to in the Ad as the “Land Of Tofu.”
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
• First impressions are lasting• The perceiver is
trying to determine which stimuli are relevant, important, or predictive
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 26
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Interpretation
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
• Consumers perceive and evaluate multiple objects based on just one dimension
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 27
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
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Product Positioning
• Establishing a specific image for a brand in the consumer’s mind in relation to competing brands
• Conveys the product in terms of how it fulfills a need
• Successful positioning creates a distinctive, positive brand image
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Which Concepts of Perception Are Applied in These Ads?
29Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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The Principle Of Contrast
30Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Packaging as a Positioning Element
• Packaging conveys the image that the brand communicates to the buyer.
• Color, weight, image, and shape are all important.
• Repositioning might be necessary because:– Increased competition– Changing consumer tastes
31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Perceptual Mapping
• An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands
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Perceptual Mapping Figure 6.9
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Positioning of Services
• Image is a key factor for services• Services often want a differentiated
positioning strategy to market several versions of their service to different markets.
34Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Which Elements of This Ad Convey the Restaurant’s Perceptual Position and How?
35Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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The Steak Knife and the Reference to Vegetarians Convey The Position of the Restaurant as a
Well-Established Steakhouse
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Perceived Price and Perceived Quality
• Reference prices – used as a basis for comparison in judging another price– Internal– External
• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues
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Three Pricing Strategies Focused on Perceived Value - Table 6.4
Pricing Strategy Provides Value By… Implemented As…
Satisfaction-based pricing
Recognizing and reducing customers’ perceptions of uncertainty, which the intangible nature of services magnifies
Service guaranteesBenefit-driven pricingFlat-rate pricing
Relationship pricing Encouraging long-term relationships with the company that customers view as beneficial
Long-term contractsPrice bundling
Efficiency pricing Sharing with customers the cost savings that the company has achieved by understanding, managing, and reducing the costs of providing the service
Cost-leader pricing
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Measuring Perceptions of Brand Luxury
39Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Perceived Quality of Services
• Difficult due to characteristics of services– Intangible– Variable– Perishable– Simultaneously Produced
and Consumed
• SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service
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Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)
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How Can This Ad Affect the Service’s Perceived Quality?
42Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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It Uses a Process Dimension in Advertising a Newly-Formed Business Class on an Airline
43Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Discussion Questions
• When have you used price as an indicator of quality?
• Were you correct?
44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Which of the Ad’s Elements Conveys the Product’s Quality?
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The Slogan on the Ad’s Bottom Left Reads “Perfection Has Its Price”
46Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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Retail Store Image
Brands carried Prices Level of
service
Store ambiance Clientele Product
assortment
Discounts
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Manufacturer’s Image
• Favorable image tied to new product acceptance
• Companies sponsor community events to enhance images
• Product and institutional images
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Perceived Risk
• The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision
• Types– Functional Risk– Physical Risk– Financial Risk– Social Risk– Psychological Risk– Time Risk
49Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
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How Consumers Handle Risk
• Seek Information• Stay Brand Loyal• Select by Brand Image• Rely on Store Image• Buy the Most Expensive Model• Seek Reassurance
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 51