Consumer Perception (Ref. Chapter 8)

Week 3 Perception – How consumers perceive the world.. Learning – How consumers learn and remember Attitudes – Opinions, views and actions towards products/brands External Influences – Groups… Feedback on mid module test. Tutorial – the Hidden Persuaders.

Consumer Behaviour Grand Modelling

Perception The process by which individuals / consumers selects organize and interpret stimuli into a meaningful and coherent picture of the world “How we see the world around us” “Making sense of their world”

Elements of Perception Sensation Stimulus factors Individual factors Situational factors Absolute threshold Differential threshold Subliminal perception

Sensation Direct response of sensory organs to stimuli Senses -what are the main senses?

The Five Senses Sensations? Audition / hearing Vision / seeing Olfaction/Smell Tactition/Touch/Texture Gustation/Taste

Size Stimulus factors Physical characteristics Contrast Intensity Colour Movement Position Form

We are very sensitive Lack of one sense is often compensated by an increase in other senses…… Senses can be heightened!

Individual Factors Personal characteristics - internal factors –interests, needs, prior learning and expectations

Situational Factors How the stimulus is received Whether the individual is relaxed – in a hurry, in a stressful situation..

Absolute threshold is the lowest level at which an individual can experience a sensation

Differential Threshold Known as Just Noticeable Difference (jnd) Minimal difference that can be detected between 2 similar stimuli

Differential Threshold Important in marketing - So that negative changes are not discernible to the public Eg a change in ingredients a change in the size of a chocolate bar

Differential Threshold Important in marketing - So that product improvements are very apparent to consumers. Eg a change in speed of a CPU An improvement in comfort of a car.

Weber’s Law Basis for “habituation” The stronger the initial stimulus, the greater the intensity for the second stimulus to be perceived as different Basis for “habituation”

Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be received Is illegal if discovered.

Aspects of Selection Selection Organisation Interpretation

Perceptual Selection Consumers selective in what they perceive Selection depends on - nature of stimulus - expectations - motives

Perceptual Organisation Consumers organise perceptions to make sense e.g. figure and ground relationship

Interpretation Physical appearances Stereotypes First impressions Jumping to conclusions

Perceptions and Marketing Basis for marketing decisions – strategy and operational e.g. product positioning communications media and message

Perceptions Summary What is Perception? It consists of a all those activities by which an individual acquires and gives meaning to stimuli. It is a critical part of the human brain’s information processing system

Perceptions Summary Three key factors Stimulus per se Individual Situational