Marketing Extra credit questions

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Perception

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THREE

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Example: Bottled Water

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Perception

  • The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

  • Elements of Perception
  • Sensation
  • Absolute threshold
  • Differential threshold
  • Subliminal perception

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Sensation

Sensation is the immediate and direct response of the sensory organs to stimuli

A stimulus is any unit of input to any of the senses

  • Includes products, packages, brand names, advertisements, and commercials

Sensory receptors are the human organs that receive sensory inputs

  • Human sensitivity is the experience of sensation

Varies with individual’s sensory receptors and the amount of the stimuli

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Sensation

  • Sensation is the immediate and direct response of the sensory organs to stimuli
  • A stimulus is any unit of input to any of the senses
  • Includes products, packages, brand names, advertisements, and commercials
  • Sensory receptors are the human organs that receive sensory inputs

  • Human sensitivity is the experience of sensation
  • Varies with individual’s sensory receptors and the amount of the stimuli

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Sensation

  • Sensation itself depends on energy change within the environment where the perception occurs
  • Great amount of sensory input, small changes are unnoticeable
  • Small amount of sensory input, small changes are noticeable

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The Absolute Threshold

  • The absolute threshold is the lowest level at which an individual can experience a sensation
  • Point at which a person can detect a difference between “something” and “nothing”
  • As exposure to stimulus increases, we notice it less (“adaptation”)
  • Sensory adaptation

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The Differential Threshold

  • Differential threshold/just noticeable difference (j.n.d): minimal difference that can be detected between two similar stimuli

  • Weber’s law
  • The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus
  • The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

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Marketing Applications
of the J.N.D.

  • Marketers need to determine the relevant j.n.d. for their products
  • so that negative changes are not readily discernible to the public
  • so that product improvements are very apparent to consumers

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Marketing Applications
of the J.N.D.—Product

  • Less than the j.n.d. is wasted effort because consumers won’t notice the improvement

  • More than the j.n.d. is wasteful because consumers will be able to use the product much longer
  • Now = shine lasts 20 days

  • Research found that 5 days is JND

  • 23 day shine won’t work

  • 40 day shine would slow down time consumers repurchase

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Marketing Applications
of the J.N.D.—Price

  • Less than the j.n.d. is desirable because consumers won’t notice it

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Marketing Applications
of the J.N.D.—Promotion

  • Marketers update package designs without losing the ready recognition from years of exposure

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Subliminal Perception

  • Stimuli that are too weak or too brief to be consciously seen or heard
  • They may be strong enough to be perceived by one or more receptor cells

  • Is it effective?
  • Extensive research has shown no evidence that subliminal advertising can cause behavior changes
  • Some evidence that subliminal stimuli may influence affective reactions

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Selective Perception

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Mere Exposure Effect

  • Represents another way that consumers can learn unintentionally

Consumers will prefer stimuli to which they have been exposed

  • Once exposed to an object, a consumer exhibits a preference for the familiar object over something unfamiliar

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Mere Exposure Effect (Ct’d)

  • Mere association effect

Occurs when meaning transfers between two unrelated stimuli that a consumer gets exposed to simultaneously

  • Product placements

Involve branded products placed conspicuously in movies or television shows

Promotions can impart implicit memory among consumers

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Enhancing Consumers’ Attention

  • Attention is the purposeful allocation of cognitive capacity toward understanding some stimulus

  • Factors that get attention:
  • Intensity of stimuli
  • Contrast
  • Movement
  • Surprising stimuli
  • Size of stimuli
  • Involvement

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Comprehension

  • The interpretation or understanding that a consumer develops about an attended stimulus

Determines the effectiveness of marketing communication

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Biases in Perception

  • People hold meanings related to stimuli

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Biases in Perception

  • Positive attributes of people they know to those who resemble them
  • Important for model selection

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Biases in Perception

  • Verbal messages reflect stereotypes

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Product Positioning

  • Establishing a specific image for a brand in the consumer’s mind in relation to competing brands

  • Conveys the product in terms of how it fulfills a need

Benefit of product

  • Successful positioning creates a distinctive, positive brand image

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Perceptual Mapping

  • An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands

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