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Perception
How we see the world around us
Elements of Perception
Sensation
Absolute threshold
Differential threshold
Subliminal perception
Sensation
The immediate and direct response of the sensory organs to stimuli
(product, package, advt, brand name..)
A perfectly unchanging environment provides little to no sensation at
all!
Absolute Threshold
The lowest level at which an individual can
experience a sensation
Weber’s Law( Differential Threshold) (just noticeable difference)
A theory concerning the perceived differentiation between
similar stimuli of varying intensities (i.e., the stronger the initial
stimulus, the greater the additional intensity needed for the
second stimulus to be perceived as different).
Betty Crocker
Lenovo- Early 2006
Lenovo- Early 2007
Lenovo-today
Campbell’s Soup
Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness
• Subliminal techniques - Embeds: tiny figures that are inserted into magazine advertising by using high-speed photography or airbrushing
• Does subliminal perception work? - little evidence that subliminal stimuli can bring about desired behavioural change
1957: Drive-In Movie Theater, New Jersey
Popcorn sales- up 58%
Coke sales- up 16%
Subliminal Ad
Aspects of Perception
Perceptual Selection
Perceptual Organization
Perceptual Interpretation
Perceptual Selection
• Consumers subconsciously exercise a great deal of selectivity
as to which stimuli they perceive
• (e.g) Going to a shopping mall
• Stimuli selection is based on two factors
– Consumers’ previous experience
– Consumers’ motives (their needs, desires, interest)
Concepts Concerning Selective Concepts Concerning Selective PerceptionPerception
• Selective Exposure:
• Advt that reassure of them of their wisdom of their purchase
decision (sympathetic,avoid painful or threatening advt)
• Selective Attention:
• Great deal of selectivity in terms of attention
• Consumers note ads for products that would satisfy their
needs and disregard those in which they have no interest
Concepts Concerning Selective Concepts Concerning Selective PerceptionPerception
• Perceptual Defense:
• Subconsciously screen out stimuli that they find psychologically
threatening, even though expose have already taken place
• Perceptual Blocking:
• Protect themselves from being bombarded by simply turning –out.
• Zapping of TV commercials with remote controls
Aspects of Perception
Perceptual Selection
Perceptual Organization
Perceptual Interpretation
Perceptual OrganizationPerceptual Organization
• People do not experience the numerous stimuli they select from the
environment as separate or discrete sensations
• Tend to organize them into groups (as unified whole)
• The principles underlying perceptual organization is referred to as
‘Gestalt Psychology’ (Gestalt in German means
pattern/configuration)
Three basic Principles of Perceptual organization
Figure and ground
Grouping
Closure
Figure & Ground
• Stimuli that contrasted with the environment are more likely to be
noticed
• People have a tendency to organize their perceptions into figure and
ground relationships
• Advertisers have to plan their advertisements carefully that the
stimuli they want is noted as a figure and not as a ground
• Sometimes marketers run ads that confuse the consumer because
there is no clear indication of which is figure and which is ground
Figure- Ground
Grouping & Closure
• Form a unified picture or impression
• Cell phone numbers
• They have a need for closure, express this by organizing their
perceptions so that they form a complete picture
• A classical study found incomplete tasks are better
remembered than completed tasks
• Zeigernik effect-Zeigernik effect- prevention of a task results in tension that
manifests in improved memory for incomplete tasks
Closure
Closure
Topic for discussion
Should subliminal advertising
be encouraged or banned
Closure
Figure - ground
Perceptual Distortion- Influences
• Physical Appearance- attractive men perceived as successful
businessmen, attractive models are more persuasive & have
more positive influence
• Stereotypes- Tend to carry a picture in mind
• First Impression- A shampoo commercial “You’ll never have
a second chance to make a first impression”
• Jumping to Conclusions- Hearing the beginning of the
commercial they draw conclusions
• Halo Effect- Evaluation of a single object, person on
multitude of dimensions is based on one or few dimensions
Perceived Price
• How a consumer perceive a price, has a strong influence or both
purchase intention & purchase satisfaction
• Reference Price- any price a consumer uses as a basis for comparison in
judging other prices
• External Reference Price- advertiser try to persuade a consumer to buy
• Internal Reference Price- retrieved by consumer from memory
• Plausible low- well within the range of acceptable market price
• Plausible High- outer limits but not beyond the realm of believability
• Implausible High- well above the consumers perceived range of
acceptable market price
Perceived Quality
• Judge quality on the basis of various informational cues, some are
intrinsic and some extrinsic
• Intrinsic- physical characteristics of the product such as size, color,
flavor, aroma
• Extrinsic- Based on pricing , packaging, advertising and even peer
pressure
• German engineering is excellent
• Japanese cars are reliable
• American make is superior
Perceived Risk
• Uncertainty that consumers face when they cannot foresee the
consequence of their purchase decision
– Functional Risk- performance of a product
– Physical Risk- risk to self & others
– Financial Risk- Will it worth its cost
– Social Risk- Poor choice may result in social embarrassment
– Psychological Risk- “Will I be embarrassed to invite friends to this tiny
apartment?”
– Time Risk- time spent in product search
Perception of Risk Varies
• High-risk Perceivers- described as narrow categorizers because
they limit their choice to safe alternatives
• Low-risk Perceivers- described as broad categorizers because
they tend to make choices from wider alternatives
How Consumers Handle Risk
• Consumers seek information
• Consumers are brand loyal
• Consumers select by brand Image
• Consumers rely on store Image
• Consumers buy the most expensive model
• Consumers seek reassurance
