1. Consumer Perception
(Ref. Chapter 8)

2. 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.

3. Consumer Behaviour Grand Modelling

4. Major Influences on Customer Behaviours

5. Basic Framework Motivation Perception Search Evaluation Choice
Learning

6. Perception ATTENTION
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”

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

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

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

10. Size Stimulus factors Physical characteristics Contrast Intensity
Colour
Movement
Position
Form

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

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

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

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

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

16. 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

17. 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.

18. 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”

19. 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.

20. Aspects of Selection
Selection
Organisation
Interpretation

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

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

23. Interpretation Physical appearances Stereotypes First impressions
Jumping to conclusions

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

25. 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

26. Perceptions Summary Three key factors Stimulus per se Individual
Situational