Consumer Perception & Positioning 1 Flashcards
Perception
The process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture
- Consumers act on the basis of their perceptions, not reality
Sensation
The immediate and direct response to stimuli
- Products, Packages, Brand Names, Advertisements
Sensory perception is culturally specific
Sensory Inputs
Sight, Scent, Touch, Sound, and Taste
Visual Sensory Inputs
- colors, graphics, photos
Audio Sensory Inputs
- jingles, tunes
Olfactory Sensory Inputs
- fragrances, ambient scents
Multi-sensory
- engaging, immersive
Cross-Modal Effect
Occurs when stimulation in one sensory modality influences perception in another modality
Examples:
The color of packaging can impact taste perception
- warm-colored packaging indicating sweetness
Slower speed of watches is perceived as more luxurious
- symmetry is more appealing
- does not hide the brand name
- seems that the watch is smiling
Absolute vs Differential Threshold
Individuals experience different sensations
- One may notice something, while another does not
- Can be explained by the strength of the stimulus
Absolute Threshold:
Lowest level that a person can experience a sensation
- The difference between something and nothing
Differential Threshold:
The minimal difference that can be detected between two similar stimuli
- Changes below the Just Noticeable Difference (JND) are often unnoticed
Sensory Adaption
Becoming accommodated to a certain level of stimulation or becoming less able to notice a particular stimulus
- Consumers might stop paying attention to marketing communications when they adapt to them
Subliminal Perception
Stimuli that are too weak or brief to be consciously seen or heard
The question is whether stimuli that are not consciously sensed can still be perceived and are therefore capable of altering behavior
- Extensive research has shown no evidence that subliminal advertising can cause behavior changes
Subliminal Advertising:
- prohibited to use due to deception and manipulation
- government passed no formal rules
Consumer Perception
Consumers are very selective when exposed to stimuli
- People perceive only a small fraction of the stimuli to which they are exposed
Consumer Perception is affected by:
Expectations
- People usually see what they expect to see.
- Familiarity and previous experience
Motives
- People tend to perceive the things they need or want
- The stronger the need, the greater the tendency to ignore unrelated stimuli in the environment
Stimulus
Physical Stimuli affected by consumers’ perceptions of products include:
- the product
- its attributes
- package design
- brand name
- advertisements
Advertisements that contrast with their environments are more likely to be noticed
Selective Perception
Selective Exposure:
- Consumers tune into messages that they find pleasant or sympathize with
- Actively avoid painful or threatening ones
Selective Attention:
- Heightened awareness of stimuli that meet needs or interests
- Likely to note ads for products that would satisfy their needs and disregard those they have no interest
Perceptual Defense:
- Subconsciously screen out stimuli that they find psychologically threatening
- Individuals unconsciously distort or ignore information that is not consistent with their needs, values, beliefs
- Often protect themselves from being bombarded with stimuli by simply tuning out such stimuli
Perceptual Organization
Gestalt Psychology:
- looks for patterns and configurations that affect the interpretation of information
- The whole is greater than the sum of its parts
Three principles that affect how patterns are perceived:
Figure & Ground:
- Interrelationship between the stimulus and the environment within which it appears (Contrast)
Grouping:
- Instinctively grouping stimuli together so that they become a unified picture or impression (Facilitates memory and recall)
Closure:
- Instinctively organizing pieces of sensory input into a complete image or feeling
- If a message they receive is incomplete, consumers consciously or subconsciously fill in the missing pieces
Product Placement
A form of promotion where marketers “disguise” promotional cues by integrating products into TV shows films, or other entertainment content
Intrinsic Cues vs Extrinsic Cues
Intrinsic Cues:
Physical characteristics of the product
- Color, Size, Flavor
Extrinsic Cues:
Not inherent in the product, absence of experience with the product
- Price, Brand, Packaging
Stereotyping
Individuals carry biased pictures in their minds of the meanings of various stimuli
When presented with sensory stimuli, people “add” these biases to what they see or hear and thus form distorted impressions
- Makes the sensory input process quicker and easier
Triggers of Stereotyping
Physical Appearance:
- An attractive spokesperson might be perceived as possessing expertise for beauty products
Halo Effect:
- The overall evaluation of an object that is based on the evaluation of just one or a few dimensions
- A product’s image “rubbing off on” other products marketed under the same brand name
