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Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 4 Learning
Objectives
4.1 To understand the elements of perception
and their role in consumer behavior.
4.2 To understand why consumers process
only a small amount of the information they
receive.
4.3 To understand how consumers organize
consumption-related information.
4.4 To understand why and how consumers
add biases to stimuli and the implications
of this tendency for marketing.
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Chapter 4 Learning
Objectives
4.5 To understand the elements of
consumers imagery.
4.6 To understand how consumers
determine the quality of products and
services.
4.7 To understand consumers perceived
risks and how they handle and reduce
those risks.

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 d
ne
ef
D Perception
The process by which
individuals select, organize, and
interpret stimuli into a
meaningful and coherent
picture of the world. It can be
described as how we see the
world around us.

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Learning Objective 4.1

4.1 To understand the elements of

perception and their role in consumer
behavior.

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 d
ne
ef
D Sensation
The immediate and direct
response of the sensory organs
to stimuli (units of input to the
senses, as captured by the
sensory receptors).

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Audio Sensory Input

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Discussion Questions

What is the
difference between
the absolute
threshold and the
differential threshold
(JND)?

Why do marketers
care about sensory
adaptation?

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 d
ne
ef
D Ambush Marketing
Placing ads in places where
consumers do not expect to see
them and cannot readily avoid them.

Experiential
Marketing
Allows customers to engage and
interact with offerings in sensory
ways in order to create emotional
bonds between consumers and
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Discussion Question

How might a cereal

manufacturer such as
Kelloggs use the j.n.d.
for Frosted Flakes in
terms of:
Product decisions
Packaging decisions
Advertising decisions
Sales promotion decisions

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Subliminal Perception

What is subliminal perception?

Is it effective?

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Learning Objective 4.2

4.2 To understand why consumers

process only a small amount of the
information they receive.

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The Stimulus
Contrast
Shocking or unrealistic images

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Discussion Questions

What marketing stimuli do you

remember from your day so far?
Why do you think you selected these
stimuli to perceive and remember?

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Perceptions are affected
by
Expectations
Motives
Selective Perception
Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking

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Learning Objective 4.3

4.3 To understand how consumers

organize consumption-related
information.

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Perceptual Organization

Gestalt psychology
Figure and ground
Grouping
Closure

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Perceptual Organization
Application

What Element of
Perceptual
Organization Is
Featured in This Ad?

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Learning Objective 4.4

4.4 To understand why and how

consumers
add biases to stimuli and the
implications of this tendency for
marketing.

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Perceptual Interpretation

Stereotyping
Triggers
Physical appearance
Descriptive terms
First impressions
Halo Effect

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How Does This Ad Depict Perceptual
Interpretation?

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Learning Objective 4.5

4.5 To understand the elements of

consumers imagery.

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Brand Image
Positioning
Brand image updates
Package image
Service image

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Perceived Price

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Learning Objective 4.6

4.6 To understand how consumers

determine the quality of products and
services.

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Quality

Product quality
Intrinsic cues
Extrinsic cues
Service quality
Price/quality relationship
Store image
Manufacturer image

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Discussion Question

Provide an example where a viral

message impacted consumer
perceptions of a companys image. In
your opinion, how did the viral
message affect consumer perceptions
of the quality of the product or service
provided by the company?

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Learning Objective 4.7

4.7 To understand consumers perceived

risks and how they handle and reduce
those risks.

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Perceived Risk

The degree of uncertainty perceived by the

consumer as to the consequences (outcome)
of a specifc purchase decision

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How Consumers Handle Risk

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Discussion Question

Think of a recent purchase that you

considered risky. What type(s) of risk
was (were) involved? How did you
handle the risk? Explain.

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