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3 Perception

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CONSUMER BEHAVIOR, 12e Michael R. Solomon

Learning Objectives

The design of a product today is a key driver of its success or failure.

Products and commercial messages often appeal to our senses, but we won’t be influenced by most of them.

Perception is a three-stage process that translates raw stimuli into meaning.

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Learning Objectives (Cont.)

Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

The field of semiotics helps us to understand how marketers use symbols to create meaning.

Learning Objective 1

The design of a product is now a key driver of its success or failure.

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Hedonic consumption

Sensation and Perception

Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture.

Perception is the process by which people select, organize, and interpret these sensations. The study of perception, then, focuses on what we add to these raw sensations in order to give them meaning.

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Sensory Systems

Vision

Scent

Sound

Touch

Taste

Sensory Marketing

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Companies think carefully about the impact of sensations on our product experiences.

Vision

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Trade dress

Color forecasts

Marketers communicate meaning on a visual channel using a product’s color, size, and styling.

Gender, age, culture

Colors

Culture and colors

Marketing and colors

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Vision

Table 3.1 Marketing Applications of Colors

Color	Associations	Marketing Applications
Yellow	Optimistic and youthful	Used to grab window shoppers’ attention
Red	Energy	Often seen in clearance sales
Blue	Trust and security	Banks
Green	Wealth	Used to create relaxation in stores
Orange	Aggressive	Call to action: subscribe, buy or sell
Black	Powerful and sleek	Luxury products
Purple	Soothing	Beauty or anti-aging products

Source: Adapted from Leo Widrich, “Why Is Facebook Blue? The Science Behind Colors in Marketing,” Fast Company (May 6, 2013), fastcompany.com accessed February 23, 2015.

Scent

Like color, odor can also stir emotions and memory.

Scent Marketing is a form of sensory marketing that we may see in lingerie, detergents, and more.

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Learning Objective 2

Products and commercial messages often appeal to our senses, but because of the profusion of these messages, most won’t influence us.

Key Concepts in Use of Sound

Audio watermarking

Sound symbolism

Hard consonant like a K (Kellogg’s) or P (Pepsi)

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Key Concepts in the Use of Touch

Touch matters.

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Taste

Flavor houses

Electronic tongue

Cultural factors and taste

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Learning Objective 3

Perception is a three-stage process that translates raw stimuli into meaning.

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Sensation and Perception

Perception is the process by which sensations are selected, organized, and interpreted.

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Figure 5.1 Perceptual Process

We receive external

stimuli through

our five senses

Stage 1: Key Concepts in Exposure

Sensory threshold

Psychophysics

Absolute threshold

Differential threshold

JND (Just noticeable difference)

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The Pepsi Logo Evolves

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Learning Objective

Subliminal advertising is a controversial but largely ineffective way to talk to consumers

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Subliminal advertising

Subliminal perception refers to a stimulus below the level of the consumer’s awareness.

Some research by clinical psychologists suggests that subliminal messages can influence people under very specific conditions, though it is doubtful that these techniques would be of much use in most marketing contexts.

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Subliminal Techniques

Embeds: figures that are inserted into magazine advertising by using high-speed photography or airbrushing.

Subliminal auditory perception: sounds, music, or voice text inserted into advertising.

Attention

Attention is the extent to which processing activity is devoted to a particular stimulus

Consumers experience sensory overload

Marketers need to break through the clutter

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MultiTasking

Multitaskers have more trouble focusing, and they experience more stress

More efficient

Technology is rewiring our brains

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Golden Triangle

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How Do Marketers Get Attention?

Personal Selection

Experience

Perceptual filters

Perceptual vigilance

Perceptual defense

Adaptation

Stimulus Selection

Contrast

Size

Color

Position

Novelty

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Factors Leading to Adaptation

Intensity

Duration

Discrimination

Exposure

Relevance

Adaptation is the degree to which consumers continue to notice a stimulus over time

Learning Objective 6

We interpret the stimuli to which we do pay attention according to learned patterns and expectations.

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Interpretation

Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema

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Perceptual Organization

Learning Objective 6

The field of semiotics helps us to understand how marketers use symbols to create meaning

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To help them understand how consumers interpret the meanings of symbols, some marketers turn to semiotics. Semiotics is the study of correspondence between signs and symbols and their roles in how we assign meanings. This figure illustrates the meaning of the three semiotic parts of a marketing message: 1) the object, 2) the sign, and 3) the interpretant. For Marlboro cigarettes, the cigarettes are the product. The symbol is the cowboy which can be interpreted to mean rugged American.

What is the relationship between signs and marketing communications? Why do certain symbols and icons work more effectively in reaching consumers than others?

Semiotics: The study of signs and symbols as elements of communicative behavior. This also includes the analysis of the systems of communication, as language, gestures, or clothing.

Hyperreality

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Augmented Reality

Refers to media that superimpose one or more digital layers of data, images, or video over a physical object.

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Examples of Brand Positioning

Lifestyle	Grey Poupon is “high class”
Price leadership	Southwest Airlines is “no frills”
Attributes	Bounty is “quicker picker upper”
Product class	Mazda Miata is sporty convertible
Competitors	Northwestern Insurance is the quiet company
Occasions	Use Wrigley’s gum when you can’t smoke
Users	Levi’s Dockers targeted to young men
Quality	At Ford, “Quality is Job 1”

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Chapter Summary

The design of a product affects our perception of it.

Products and messages may appeal to our senses.

Perception is a three-stage process that translates raw stimuli into meaning.

Subliminal advertising is controversial.

We interpret stimuli using learned patterns.

Marketers use symbols to create meaning.

We’ve covered several key concepts in this chapter including perception, our perception is affected by our senses, subliminal advertising, and the factors which affect how we process symbols.