CONSUMER PERCEPTION

Presented by Aparna Mahato Aprajita Puri Click to edit Master subtitle style Ridhika Kundra Saurav Swaraj Soumita Mukherjee Sukriti Sharma
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Perception how we see the world around us

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world The entire process by which an individual becomes aware of their environment and interprets it so that it will fit into his or her frame of reference
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Issues in Consumer Imagery

Product Positioning Perceived Price Perceived Quality Retail Store Image Manufacturer Image Perceived Risk Click to edit Master subtitle style

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Elements of Perception

Sensation Absolute threshold Differential threshold Subliminal perception

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Sensation

The immediate and direct response of the sensory organs to stimuli A stimulus is any unit of input to any of the senses. The absolute threshold is the lowest level at which an individual can experience a sensation.

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Differential Threshold
The differential threshold, also called the just noticable difference, is the minimal difference in stimuli that can be reliably detected by an observer when two stimuli are compared. j.n.d between two stimuli is not an absolute amount 4/15/12

Subliminal Perception
Perception of a stimulus below the conscious level. If the stimulus is beneath the threshold of conscious awareness but above the absolute threshold of perception, it is known as subliminal perception. Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.
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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

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Aspects of Perception
Selection Organization Interpretation

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Aspects of Perception
Selection Organization Interpretation

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Perceptual Selection

Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors

Consumers previous experience Consumers motives Nature of the stimulus Expectations Motives

Selection depends on the

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Perceptual Selection
Concepts

Selective Exposure Selective Attention Perceptual Defense Perceptual

Consumers seek out messages which:

Are pleasant They can sympathize Reassure them of good

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Perceptual Selection
Concepts

Selective Exposure Selective Attention Perceptual Defense Perceptual

Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium

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Perceptual Selection
Concepts

Selective Exposure Selective Attention Perceptual Defense Perceptual

Screening out of stimuli which are threatening

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Perceptual Selection
Concepts

Selective Exposure Selective Attention Perceptual Defense Perceptual

Consumers avoid being bombarded by:

Tuning out TiVo

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Aspects of Perception
Selection Organization Interpretation

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Organization
Principles

Figure and ground Grouping Closure

People tend to organize perceptions into figure-and-ground relationships. The ground is usually hazy. Marketers usually

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Organization
Principles

Figure and ground Grouping Closure

People group stimuli to form a unified impression or concept. Grouping helps memory and recall.

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Organization
Principles

Figure and ground Grouping Closure

People have a need for closure and organize perceptions to form a complete picture. Will often fill in missing pieces

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Aspects of Perception
Selection Organization Interpretation

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Interpretation
Perceptual Distortion Physical Appearances

First Impressions Jumping to Conclusions Halo Effect

Positive attributes of people they know to those who resemble them Important for model selection

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Interpretation
Perceptual Distortion Physical Appearances

First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or

First Impressions Jumping to Conclusions Halo Effect

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Interpretation
Perceptual Distortion Physical Appearances

First Impressions Jumping to Conclusions Halo Effect

People tend not to listen to all the information before making conclusion Important to put persuasive arguments first

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Interpretation
Perceptual Distortion Physical Appearances

First Impressions Jumping to Conclusions Halo Effect

Consumers perceive and evaluate multiple objects based on just one dimension Used in licensing of names Important with

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