1. Class 5 Consumer Perception CA 2018 Consumer Insight A.Kwanta Sirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013

2. Consumers as Individuals Process on how we absorb and interpret information about products. Perception The way we mentally store this information and how it adds to our exist knowledge during the learning process. Learning and Memory The reason or motivation to absorb this information and how our cultural values influence what we do. Motivation and Values Explores on how our views about ourselves affect what we do, want, and buy. The Self How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles. Personality and Lifestyles How marketers form and change our attitudes. Attitudes and Persuasion

3. Consumers as Individuals Process on how we absorb and interpret information about products. Perception The way we mentally store this information and how it adds to our exist knowledge during the learning process. Learning and Memory The reason or motivation to absorb this information and how our cultural values influence what we do. Motivation and Values Explores on how our views about ourselves affect what we do, want, and buy. The Self How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles. Personality and Lifestyles How marketers form and change our attitudes. Attitudes and Persuasion

4. Consumer Perception

5. Chapter outline Understanding of the perceptual process. The Five sensations Attention Exposure Interpretation

6. The Perceptual Process ExposureAttentionInterpretation Sensory Stimuli SightsSoundsSmellsTasteTextures Sensory Receptors EyesEarsNoseMouthSkin

7. Sensation The immediate response of the sensory receptors to basic stimuli The unique sensory quality of a product helps it to stand our from the competition. Sensory Stimuli Sensory Receptors SightsSoundsSmellsTasteTextures EyesEarsNoseMouthSkin

8. Perception The process by which people select, organize, and interpret these sensations. Focuses on what we add to these raw sensations in order to give them meaning.

9. Hedonic Consumption and the design economy Consumer increasingly want to buy things that will give them hedonic value in addition to simply doing what they’re designed to do. Emotional experience. Mass-market consumers thirst for great design. “Form is Function”

10. Vision Marketers rely heavily on visual elements in advertising, store design, and packaging.

11. Color may directly influence our emotions even more.

12. Feeling arousal and stimulate appetite

14. Peaceful and Relax

15. Some reactions to color come from learned associations.

16. Color elicit such strong emotional reactions. Color palette is a key issue in packaging design. It helps to “color” our expectation of what’s inside the package.

17. Trade dress Color combinations come to be so strongly associated with a corporation.

19. Scent

21. Sound Many aspects of sound affect people’s feeling and behaviors. H and M/ Top Shop/ Restaurant/ Bar/IKEA

23. Touch Sensations that reach the skin whether from a luxurious massage or the bite of a winter wind, stimulate of relax us. Cola bottle – Contoured cola was designed approximately 90 years ago. Researchers even have shown that touch can influence sales interactions. – Tissue, Make up, tasting product. Fragrance and cosmetics containers in particular tend to speak to consumer via their tactile appeal. – Made of glass  Sense of luxury

24. Touch

25. Tactile – Quality Associations PerceptionMaleFemale High ClassWoolSilkFine Low ClassDenimCotton HeavyLightCoarse

26. Taste Taste receptors obviously contribute to our experience of many products.

27. The Perceptual Process Exposure AttentionInterpretation Sensory Stimuli Sensory Receptors SightsSoundsSmellsTasteTextures EyesEarsNoseMouthSkin

28. Exposure Occur when a stimulus comes within the range of someone’s sensory receptors. Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages.

29. Absolute threshold Refer to the minimum amount of stimulation that can be detected on a given sensory channel. Billboard – With the very creative copy, too small to see it.

30. The differential Threshold Refer to the ability of a sensory system to detect changes or differences between two stimuli. Sometimes a marketer may want to ensure that consumers notice a change, as when a retailer offer merchandise at a discount. Regular price  Now price

31. Perception Thresholds Brand that need to update their images without sacrificing the brand image. – Make product, logo, trademark, or package different enough so that consumers will notice the change. – And also notice that it’s no longer the same product. – Starbuck, Coke, Sunsilk.

32. The Perceptual Process Exposure Attention Interpretation Sensory Stimuli Sensory Receptors SightsSoundsSmellsTasteTextures EyesEarsNoseMouthSkin

33. Attention Refer to the extent to which processing activity is devoted to a particular stimulus. Information society  Sensory overload  multitasking

34. Perceptual selection People attend to only small portion of the stimuli to which they are exposed. Personal Selection factors ExperiencePerceptual filtersPerceptual vigilanceAdaptation Stimulus Selection Factors SizeColorPositionNovelty

35. The Perceptual Process Exposure Attention Interpretation Sensory Stimuli Sensory Receptors SightsSoundsSmellsTasteTextures EyesEarsNoseMouthSkin

36. Interpretation Refer to the meanings we assign to sensory stimuli. Two people can see and hear the same event, but their interpretation of it can be different as well.

37. Stimulus Organization One factor that determines how we will interpret a stimulus is the relationship we assume it has with other events, sensations, or image in memory. The Gestalt perspective provides several principals that relate to the way our brains organize stimuli. The closure principle – People tend to perceive an incomplete picture as complete. The principal of similarity – People tend to group together objects that share similar physical characteristics The figure-ground principle – One part of a stimulus will dominate (the figure), and other parts recede into the background (the ground).

38. Interpretational Biases “Seeing what you want to see” Determine the meaning based on our past experiences, expectations, and needs.

39. Semiotics The field of study that studies the correspondence between signs and symbols and their roles in how we assign meanings. It is the key link to consumer behavior because consumers use products to express their social identities.

40. Semiotics Object (Product) Interpretant (Meaning) Sign (Image)

41. Semiotics Object – The product that is focus of the message Sign – The sensory image that represents the intended meaning of the object Interpretant – The meaning we derive from the sign

42. Semiotics

44. Object (Product) Interpretant (Meaning) Sign (Image)

45. Perceptual Positioning Perception of a brand comprises both its functional attributes and its symbolic attributes Perceptual Map

46. Consumers as Individuals Process on how we absorb and interpret information about products. Perception The way we mentally store this information and how it adds to our exist knowledge during the learning process. Learning and Memory The reason or motivation to absorb this information and how our cultural values influence what we do. Motivation and Values Explores on how our views about ourselves affect what we do, want, and buy. The Self How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles. Personality and Lifestyles How marketers form and change our attitudes. Attitudes and Persuasion

47. Any Questions