“Consumer

Perception”
 Bibliography
 Consumer Behavior
• Leon G. Schiffman
• Leslie Lazar Kanuk

 Consumer Behavior and Marketing Action

• Henry Assael

 Consumer Behavior in Marketing

Strategy
• John A. Howard
 Web links
• www.consumerpsychologist.com
• www.eric.ed.gov
• www.ingentaconnect.com
• www.springerlink.com
 Perception

Physical Stimuli
(External)
Personal
Picture,
Needs, values, Perception
Experiences (int.)
 Consumer Perception

I. Perceptual Selection
II. Perceptual Organisation
III. Perceptual Interpretation
 I. Perceptual
Selection
1) Nature of Stimulus
• Physical Attributes
• Brand
• Advertisements
• Commercials
White Space
Black & White Contrast
Breath-taking visuals
2) Consumer
Expectations
i. Conflicting Stimuli
 ii. Topsy-Turvy Ad

3) Perceptual
Motives
 Concepts
 Selective Exposure

 Selective Attention

 Selective Defence
 II. Perceptual
Principles:
Selection
1) Figure & Ground

2) Grouping

3) Closure
Figure & Ground
Closure
III. Perceptual
Interpretation
 Perceptual Distortion
1) First Impression
2) Stereotypes
3) Physical Appearances
4) Jumping to Conclusions
5) Halo Effect
Thank You