Consumer Behavior
CHAPTER 8
Perception
8-2
PART III: INTERNAL INFLUENCES
L01
L02
L03
L05
L04
Describe the nature of perception and its relationship
to consumer memory and decisions
Explain exposure, the types of exposure, and the
resulting marketing implications
Explain attention, the factors that affect it, and the
resulting marketing implications
Explain interpretation, the factors that affect it, and the
resulting marketing implications
Discuss how perception can enhance strategies for
retailing, branding, advertising, and packaging
Learning Objectives
What is Consumer Perception?
Consumer’s awareness and
interpretation of reality
Perception
• Perception is the process by which sensations are selected, organized, and interpreted (SOI).
• Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and skin) to basic stimuli (light, color, sound, odor, and texture).
• Sensory marketing
• Neuromarketing
Perceptual Process
Exposure
Process of bringing some stimuli within proximity of a
consumer so that the consumer can sense it with one of
the five human senses
Marketing stimuli for different sensory receptors?
Vision (Eye)
Advertising, store design, packaging, color
Vision
Which line is longer: horizontal or vertical?
Which one is for women?
Examples of Exposure on Sensory Receptors
Smell (Nose)
Store fragrance
Sound (Ears)
Background music, speaking rates, high vs. slower
tempo
Taste (Mouth)
Marketing different taste to different segments
(Pepsi Soda Diet)
Touch (Skin)
Handshaking in sales interactions, free sample
Q&A
Males and females have different appreciations of textures
(touch sensitivity). When feeling fabrics, men evaluate
which of the following as "high class"?
A) wool
B) silk
C) denim
D) cotton
How to foster Exposure retail strategy?
High-margin items in high-traffic areas
Frequently purchased items in separate sections
Firms must place the ad in those media to which
the target consumers are most frequently
exposed
Attention
The process by which an individual allocates part of
his/her mental activity to a stimulus.
Attention
Attention is determined by three factors:
1. Individual Factors
• characteristics which distinguish one individual from
another
2. Situational Factors
• include stimuli that are induced by the environment
3. Stimulus Factors
• physical characteristics of the stimulus itself
Attention
Consumer’s motivation (product or advertising
involvement)
Consumer’s ability to process information
Brand familiarity
Individual Factors
Attention
Program involvement or interest in program
Clutter
Sensory overload
Ad avoidance (Zapping, Zipping, Muting)
Situational Factors
8-15
To draw attention, marketers use:
Subliminal Stimuli
A message presented so fast, softly or masked by other
messages that one is not aware of seeing or hearing
A subliminal ad “hides” key persuasive information within the
ad by making it so weak that it is difficult or impossible for
someone to physically detect.
Does it work??
http://www.youtube.com/watch?v=MunPARnI0dE
Nonfocused Attention
Infomercials
Attention
Size of stimulus
Intensity (e.g., loudness, brightness, length)
Attractive Visuals
Color and Movement
Position
Isolation
Format
Contrast and Expectations
Interestingness
Information Quantity
Stimulus Factors
Size
Intensity
Attractive Visuals
Color and Movement
trade dress
Isolation
Interestingness and Personally Relevant
Design
Kinsei engineering
A philosophy that translates customers' feelings into design elements
Position
1 2
87
65
43
Contrast
Your family owns an upscale jewelry store. Your
mother asked you to develop an advertisement for
the store. You know that it is important for consumers
to pay attention to your ad or else the money you've
spent on media exposure is wasted. Discuss how five
of the several stimulus factors influence attention to a
stimulus, and explain how you can use each in your
advertisement.
Interpretation
Different Interpretation of same event/stimulus
8-29
Interpretation is determined by three Characteristics:
1. Individual Characteristics
8-30
Interpretation is determined by three Characteristics:
2. Situational Characteristics
8-31
Vs.
Interpretation is determined by three Characteristics:
3. Stimulus Characteristics
8-32
Applications in Consumer Behavior
Applications of Perception in
Marketing Strategies
Retail Strategy
Brand Name and Logo Development
Media Strategy
Advertisements
Package Design and Labeling
Pricing
Etc.
8-34
Some implication of perception A. Blind taste tests in the 1980s showed that most Coke drinkers
preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.
Answer: If the sweetness of the cola was increased by less than a j.n.d. in stages over time, the final product would be much sweeter without most brand loyal customers recognizing the change. Less than the JND is wasted effort because the improvement will not be perceived; more than the JND is again wasteful because it reduces the level of repeat sales.
Some implication of perception A. As people age their sensory detection abilities decline.
The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?
Answer: Colors look duller to older people, who prefer purer and brighter colors. It becomes increasingly difficult for older persons to separate background sounds from direct speech (figure-ground), requiring less distraction in the sound track. Because smell has the power to bring older memories to consciousness, it may become more important in advertisements in the future.
Perception and Marketing Strategy
Brand Name and Logo Development (Knowledge of how words are interpreted, the visual images they convey, and the ease with which they are remembered)
Logo Design (Quality, trustworthy, naturalness, elaborateness, and symmetry)