Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

Chapter 6

Consumer Perception

6-1
 •The process by which
an individual selects,
organizes, and
interprets stimuli into a
meaningful and
Perception
coherent picture of the
world

•How we see the world

around us

6-2
 Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal perception

6-3
 The immediate and
direct response of the
sensory organs to
stimuli.
Sensation
A perfectly unchanging
environment provides
little to no sensation at
all!

6-4
 Figure 6.1
Increased
Sensory
Input

6-5
 A theory concerning the
perceived differentiation
between similar stimuli of
Weber’s varying intensities (i.e., the
Law stronger the initial stimulus,
the greater the additional
intensity needed for the
second stimulus to be
perceived as different).

6-6
 Marketing Applications
of the JND
• Need to determine the relevant j.n.d. for
their products
– so that negative changes are not readily
discernible to the public
– so that product improvements are very apparent
to consumers

6-7
 Figure 6.2 Betty Crocker Changes Fall
Below the J.N.D.

6-8
 Figure 6.3 Gradual
Changes in Brand
Name Fall Below the
J.N.D.
(Just Noticeable
Difference)

6-9
 Perception of very
weak or rapid stimuli
Subliminal
received below the
Perception
level of conscious
awareness.

6-10
 Subliminal Perception
• 1957: Drive-In Movie Theater
• 1974: Publication of Subliminal Seduction
• 1990s: Allegations against Disney

6-11
 Is Subliminal Persuasion
Effective?
• Extensive research has shown no evidence
that subliminal advertising can cause
behavior changes
• Some evidence that subliminal stimuli may
influence affective reactions

6-12
 Subliminal
Perception

6-13
 Figure 6.5
Subliminal
Embedding

6-14
 Aspects of Perception

Selection

Organization

Interpretation

6-15
 Perceptual Selection
• Depends on two major factors
– Consumers’ previous experience
– Consumers’ motives

6-16
 Concepts Concerning Selective
Perception

• Selective Exposure
• Selective Attention
Gestalt • Perceptual Defense
Psychology • Perceptual Blocking

6-17
 Figure 6.7 The
Unexpected
Attracts
Attention

6-18
 Principles of Perceptual
Organization
• Figure and ground
• Grouping
• Closure

6-19
 Influences of Perceptual Distortion
• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect

6-20
 Figure 6.10 Ads Depicting
Stereotypes

6-21
 Issues In Consumer Imagery
• Product Positioning and Repositioning
• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturer Image
• Perceived Risk

6-22
 Figure 6.12
Using Imagery

6-23
 Establishing a
specific image for a
Positioning
brand in relation to
competing brands.

6-24
 Figure 6.13
Repositioning

6-25
 Positioning Techniques
• Umbrella • Conveying a
Positioning Product Benefit
• Positioning • Taking an
Against Unowned Position
Competition • Positioning for
• Positioning Based Several Positions
on a Specific • Repositioning
Benefit

6-26
 Apple’s 1984 Ad Positions
Against the Competition

6-27
Click icon to reach ad
 A research technique
that enables
marketers to plot
graphically
Perceptual
consumers’
Mapping
perceptions
concerning product
attributes of specific
brands.

6-28
 Figure 6.14 Perceptual Mapping
Fashion Coverage

Fashion
Splash

More More
Copy Artwork
Crash
Bash
Splash

6-29
Club Coverage
 Table 6.2 Pricing Strategies
Focused on Perceived Value

• Satisfaction-based Pricing
• Relationship Pricing
• Efficiency Pricing

6-30
 Issues in Perceived Price
• Reference prices
– Internal
– External
• Tensile and objective price claims

6-31
 Acquisition-Transaction Utility
• Acquisition utility • Transaction utility
represents the concerns the perceived
consumer’s perceived pleasure or displeasure
economic gain or loss associated with the
associated with the financial aspect of the
purchase purchase
• Function of product • Determined by the
utility and purchase difference between the
price internal reference price
and the purchase price
6-32
 Tensile and Objective
Price Claims
• Evaluations least
favorable for ads stating
the minimum discount
level

• Ads stating maximum

discount levels are better
than stating a range

6-33
 Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship

6-34
 Characteristics of Services

• Intangible • Perishable
• Variable • Simultaneously
Produced and
Consumed

6-35
 Table 6.3 SERVQUAL Dimensions for
Measuring Service Quality
DIMENSION DESCRIPTION

•Tangibles Appearance of physical facilities, equipment,

personnel, and communication materials
•Reliability Ability to perform the promised service
dependably and accurately
•Responsiveness Willingness to help customers and provide
prompt service
•Assurance Knowledge and courtesy of employees and
their ability to convey trust and confidence
•Empathy Caring, individualized attention the firm
provides its customers

6-36
 Figure 6.15
Ad
Emphasizing
Tangible
Cues

6-37
 Figure 6.16 Conceptual Model of the
Consequences of Service Quality

Service Behavioral
Quality Intentions +$
Ongoing Revenue
Superior Favorable Remain Increased Spending
Price Premium
Referred Customers
Financial
Behavior
Consequences
-$
Decreased Spending
Inferior Unfavorable Defect Lost Customers
Costs to Attract
New Customers
Focus of present study

6-38
Empirical links demonstrated in macro studies
 The perception of
price as an indicator
of product quality
Price/Quality
(e.g., the higher the
Relationship
price, the higher the
perceived quality of
the product).

6-39
 Figure 6.17 Conceptual Model of the Effects of
Price, Brand Name, and Store Name on
Perceived Value
Objectiv
e Price

+ Perception +
of Price

Perceived Perceived
Quality Sacrifice
Perceived
+ Value -
+ -
Willingness
to Buy
A. Conceptual Relationship of Price Effect
6-40
 Figure 6.17 continued

Brand Store
Name Name Objectiv
e Price

Perception Perception + Perception +

of Brand of Store of Price
+ Perceived Perceived
Quality Sacrifice
+
+ Perceived -
B. Extended Conceptualization Value
to Include Brand Name and + -
Store Name Willingness
to Buy

6-41
 Perceived Risk
Types
The degree of
uncertainty • Functional Risk
perceived by the • Physical Risk
consumer as to the • Financial Risk
consequences • Psychological Risk
(outcome) • Time Risk
of a specific
purchase decision.
6-42
 How Consumers Handle Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance

6-43