Copyright 2008 Pearson Education Canada Perception Chapter 2 Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada “Alternative” Milk Parmalat Shelf-stable milk: Can last for 5-6 months unopened without refrigeration Discussion: Would you drink milk out of a room-temperature, square, litre-size box? Copyright 2008 Pearson Education Canada

Overflowing Sensations Our world is a symphony of colours, sounds, odours, tastes, etc. Marketers contribute to the commotion Advertisements, product packages, radio and TV commercials, billboards Copyright 2008 Pearson Education Canada

Sensation and Perception Immediate response of our sensory receptors… …eyes, ears, nose, mouth, fingers… …to basic stimuli… …such as light, colour, sound, odour, and texture Copyright 2008 Pearson Education Canada

Sensation and Perception (Cont’d) Process by which sensations are selected, organized, and interpreted Adding meaning to raw sensations Figure 2-1 Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Sensory Systems We receive external stimuli through our five senses Perceptual process begins sensory input Hedonic Consumption Design/form = function/substance Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Vision Colour Colour provokes emotion Reactions to colour are biological and cultural Colour in marketing is serious business! Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Vision (Cont’d) Size We tend to eat more: When food container is larger When our plate still contains food When we see assortment of foods We focus on height rather than width when pouring liquid into a glass Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Smell Odours = mood and memory (limbic system) Scented marketing ($90 million business) Cadillac’s “Nuance” scent = expensive upholstery Most recognized smells: J&J Baby Powder, chocolate and coconut Reactions to odours depend on cultural background Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Hearing Many aspects of sound affect people’s feelings and behaviours Phonemes of brands = unique product meanings “i” brands are “lighter” than “a” brands Effect of Muzak MUZAK.COM Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Touch Haptic senses affect product experience and judgment Kansei engineering Fabric textures and surfaces with products and packaging Perception Male Female High Class Wool Silk Fine Low Class Denim Cotton Heavy Light Course Table 2-1 Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Taste “Flavour houses” (e.g., Alpha M.O.S.) Develop new concoctions for consumer palates Cultural changes determine desirable tastes Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Exposure A stimulus comes within range of someone’s sensory receptors We can concentrate, ignore, or completely miss stimuli Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Sensory Thresholds Psychophysics Absolute threshold Dog whistle Billboard with too small print Copyright 2008 Pearson Education Canada

Sensory Thresholds (Cont’d) Differential threshold J.N.D. Weber’s Law Discussion: Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly. Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Weber’s Law Used for 2 reasons: Reductions are not readily discernible to the public Product improvements are perceived by the public Copyright 2008 Pearson Education Canada

Subliminal Perception It is believed that many ads are designed to be perceived unconsciously (below threshold of recognition) Subliminal Techniques Embeds Subliminal auditory perception Copyright 2008 Pearson Education Canada

Subliminal Perception (Cont’d) Most researchers believe that subliminal techniques are not of much use in marketing Discussion: Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer. Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Attention The extent to which processing activity is devoted to a particular stimulus Sensory Overload 3,500 ad info pieces per day Multitask Marketers need to break through the clutter Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Perceptual Selection Perceptual Filters Personal Selection Factors Perceptual vigilance Perceptual defense Adaptation Intensity, duration, discrimination, exposure, and relevance Copyright 2008 Pearson Education Canada

Perceptual Selection (Cont’d) Stimulus Selection Factors Weber’s Law Differences in size, colour, position, and novelty Interpretation: assigned meaning to stimuli Schema leads to stimulus evaluation priming Copyright 2008 Pearson Education Canada

Stimulus Organization Stimulus interpretation is associated with other related events, sensations, or images Gestalt: “the whole is greater than the sum of it parts” Principle of Closure Principle of Similarity Principle of Figure-ground Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Semiotics Correspondence between signs and symbols and their role in the assignment of meaning Consumer products = social identities Advertising as culture/consumption dictionary Copyright 2008 Pearson Education Canada

Semiotic Relationships Marlboro Cigarettes Cowboy Rugged American Object (Product) Sign (Image) Interpretant (Meaning) Figure 2-3 Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Semiotics (Cont’d) Signs are related to objects in 3 ways: Icon Index Symbol Hyperreality Anne of Green Gables in PEI “Heidiland” in Switzerland Copyright 2008 Pearson Education Canada

Perceptual Positioning Brand perceptions = functional attributes + symbolic attributes Perceptual map Company’s own strengths and weaknesses in comparison with competitors Market position Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Perceptual Map Figure 2-4 Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Positioning Strategy Marketing mix elements influence the consumer’s interpretation of brand’s meaning Brand’s position as a function of: Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Discussion Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be restricted? Copyright 2008 Pearson Education Canada

Copyright 2008 Pearson Education Canada Discussion Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such package elements as color, symbolism, and graphic design? Give reasons for your suggestions. Copyright 2008 Pearson Education Canada