Session 7: What influences perception?

Question 1

What Influences Consumers’ Perceptual Processes?

Answer 1

1. Knowledge and Expectations
2. Actual Stimulus (Perceptual threshold)
3. Needs and Goals
4. Contextual Influences

Question 2

Does Green Label Mean Healthy?

Answer 2

Even nutritional label color affects perceptions of healthfulness (e.g., calorie content, perceived healthfulness)

Question 3

The “Organic” Path to Obesity?

Answer 3

People infer that organic cookies are lower in calories and can be eaten more often than conventional cookies

Question 4

Sensory Factor in Perception

Answer 4

Phonetic Symbolism & Brand Names

- Sounds in words convey meaning

Question 5

New line of cars: Brimley or Bromley

Which one rated higher on perceived legroom, trunk space, and engine power?

Answer 5

Brimley

Question 6

High, front sounds

Answer 6

i e

Question 7

Low, back sounds

Answer 7

a o u

Question 8

Blackberry

Answer 8

Sensory Factor in Perception

• Strawberry was rejected because straw is a slow syllable
• B associated with reliability
• Short e - evokes speed
• Berry - conveys small
• Name consulting is a big business

Question 9

McDonald’s & Fat

Answer 9

The power of expectations:

When McDonald announced that it would move to a trans-fat-free oil, the impact was immediate as consumers flooded the fast feeder with complaints that its fries didn’t taste as good.

Question 10

The Salad Society

Answer 10

The power of expectations:

Mcdonalds has done everything they can to prove they are the best burger experts which lead to a neglection in salad. They launched their salads without their brand and had a M at the bottom of the bowl

Question 11

Confirmation bias

Answer 11

Expectations shape our experience, especially subjective and ambiguous experiences.

Question 12

Expectations ______ our physiological responses.

Answer 12

Transform

Question 13

Airborne

Answer 13

Placebo effect

• No studies supporting Airborne’s effectiveness
• The word “cold” no longer appears on the new package

Question 14

Power of price

Answer 14

Full-price vs. discounted pain relief pills or seasonal cold medicines and their perceived effectiveness

Question 15

Energy beverage experiment

Answer 15

The power of price:

Control group (9 out of 15)

Full price condition (9 out of 15) (12.3)

Discounted price condition (6.5 out of 15) (7.1)

Question 16

Absolute Threshold

Answer 16

The minimum amount of stimulation at which you can detect a difference between “something” and “nothing”

Question 17

When do consumers detect a difference?

Answer 17

When that difference exceeds the Just Noticeable Difference (j.n.d. = the minimum difference required to result in detection of a change)

Question 18

In which of the following cases would firms want the perceived change to exceed just noticeable difference?

Answer 18

Price decrease

Question 19

If you want consumers to notice a change?

Answer 19

Price decrease

Size increase

Question 20

If you do not want consumers to notice a change ?

Answer 20

• Downsizing: candy bars, chips,
  
  • Kraft Mac&Cheese, cigarette length
• Price Increase
• Brand Names & Spokesperson

Question 21

Just Noticeable Difference: Campbell’s

Answer 21

Campbell’s new soup label design is aimed at helping busy consumers more easily identify the variety of soup they want.

Question 22

Subliminal Perception

Answer 22

Our perception of the stimuli presented below the threshold level of awareness (i.e., below the absolute threshold)

Question 23

What are examples of subliminal perception

Answer 23

1. Super-fast image presentations
2. Hidden shapes
3. Seductive images
4. Subtle audio suggestions

Question 24

Absolut subliminal

Answer 24

Subliminal perception: Absolut Vodka

Question 25

James Vicary’s study in New Jersey movie theater in 1957

Answer 25

• 2 messages flashed during playing of film: “Drink Coca-Cola” and “Hungry? Eat Popcorn
• Results: Increase in Coca Cola sales and popcorn

Question 26

Family Guy

Answer 26

Subliminal advertising - smoke

Question 27

Limits to subliminal exposure

Answer 27

1. May affect general liking for or approach/avoid tendencies toward products (but not memorable nor long-lasting)
2. For important (high-involving) decisions, careful processing would override any subliminal influence. (The effects of consciously processed ads on our behavior are ten times stronger than unconsciously processed one)