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Consumer Behaviour Chapter 5 Perception
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- 1PerceptionPerception is defined as the process in which individuals receive, select, and interpret stimuli to form a meaningful and rational picture of the world. 2 individuals exposed to the same stimuli react differently based on their needs, wants, and expectations
- 2SensationIt is the immediate direct response of the sensory organs to stimuli. An unchanging or commonplace environment provides little or no sensation at all. Contrast is the key
Smell is the most important sensory input as it is linked to memory while most marketers used sight and sound to communicate with consumers - 3The Absolute ThresholdIt is the lowest level at which we can experience a sensation - from nothing to something. It is the minimum point to take notice of a stimuli. Different individuals have different A.T.
Under conditions of constant stimulation (repetition of situation occurs), A.T. increases (senses become dulled).
As exposure to stimulus increases, we notice it less. This is called adaptation which is getting used to certain sensations. Because of adaptation, marketers need to change campaigns regularly and attract using attention-seeking devices such as silence, loud noises and contrasting colours - 4The Differential Threshold / Just-noticeable-differences (j.n.d) / Weber's LawIt is the minimum difference that can be detected between 2 stimuli. It states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Negative changes should remain below the j.n.d so that they are not readily obvious to the public
Product improvements should be at or just above the j.n.d. so that they can be readily obvious to the public without being wastefully extravagant - 5Elements of Perception3 Elements:
1. Selective Perception (selection of stimuli)
2. Perceptual Organization (organize stimuli into groups and perceive them as unified wholes)
3. Perceptual Interpretation of stimuli - 6Elements of Perception: Selective PereceptionFor a stimuli to be selected, nature of the stimuli must be contrasting as it can be attention seeking
People usually in see what they expect to see, based on familiarity, previous experience or a preconditioned set.
Stimuli that conflict sharply with expectations will also receive more attention than those those conform to expectations.
There is a heightened awareness of stimuli that are relevant to our needs and interests as people tend to perceive things they need or want, and ignore other irrelevant stimli - 7Selective Perception ConceptsSelective Exposure
Selective Attention
Perceptual Defence
Perceptual Blocking - 8Selective ExposureConsumer seek out messages they find pleasant or are in sympathy with, and avoid painful or threatening ones. Consumers also selectively expose themselves to advertisements that reassure their post-purchase cognitive dissonance
- 9Selective AttentionConsumers have a heightened awareness of the stimuli that meet their needs or interests and a lower awareness of stimuli irrelevant to their needs. Some people like complex messages while others like graphics. (how visualizers and verbalizers select stimuli)
- 10Perceptual DefencePeople subconsciously screen out stimuli that are important for them NOT to see, even though exposure has taken place.
- 11Perceptual BlockingConsumers protect themselves from being bombarded with stimuli by tuning out, blocking such stimuli from conscious awareness
- 12Perceptual Organization: Figure and GroundThe simplest visual illustration consists of a figure and a ground. The figure is usually perceived clearly because it appears to be well-defined, solid and in the foreground. In contrast, ground is indefinite, hazy and continuous, which helps give the figure greater definition
- 13GroupingHuman tend to group stimuli automatically so that they form a unified picture or impression.
Grouping or chunking of information facilitates memory and recall - 14ClosureIndividuals look for closure and express this need by organizing perceptions so they form a complete picture.
When exposed to incomplete picture, they tend to perceive it as complete. This act of completion or correction serves to involve the consumers more deeply in the message itself - 15Perceptual InterpretationInterpretation of stimuli is uniquely individual, based on past experiences and social interactions and on their motives and interests at time of perception
- 16Perceptual Distortion (Distorting Influences)Physical Appearances
Descriptive Terms
Stereotypes
Irrelevant Cues
First Impression
Halo Effect - 17Perceptual Distortion: Physical AppearancesPhysical appearances of products often influence consumers' judgement. Therefore, advertisers must ensure that there is a rational match between the product advertised and the physical attributes of the model used to promote it. eg, Dentist to sell toothbrush
- 18Perceptual Distortion: Descriptive TermsDescription of product influences consumer judgements. eg, Succulent Italian seafood perceived as more tasty and appealing
- 19Perceptual Distortion: StereotypesPeople tend to have an image in their minds of the meanings of stimuli which serve as expectations of what situations or people or events will be like, and how these stimuli are subsequently perceived
- 20Perceptual Distortion: Irrelevant CuesWhen required to make a difficult perceptual judgement, consumers often respond to irrelevant stimuli.
- 21Perceptual Distortion: First ImpressionsFirst impressions tend to be lasting but the perceiver does not yet know which stimuli are important or relevant
- 22Perceptual Distortion: Halo EffectAn evaluation of a single object or person is based on only one of the many dimensions available. eg, a product line on the basis of just the brand name or spokesperson
- 23Positioning and repositioning products and servicesMany new products fail because they offer
'me too' offerings that do not offer competitive advantages over competitors. Therefore, marketers should stress on benefits and image of the product rather than product attributes - 24Umbrella PositioningCreating an overall image of the company around which many products can be featured individually. This is appropriate for large companies with diversified product lines
- 25Positioning against the CompetitionComparative Positioning
- 26Positioning based on a Specific BenefitDepicts key benefits of the product or brand
- 27Finding an Unowned PositionFinding a niche unfilled by other companies. eg, detergent that can wash dishes while it moisturises hands
- 28Filling Several PositionsCreating several distinct offerings, often in the form of different brands, to fill several identified niches.
- 29Packaging as a Positioning ElementPackaging conveys the image that the brand communicates to buyers. This is especially important in fragrance products
- 30Product RepositioningReasons of repositioning includes new entrants cutting into market share, too many competitors stressing the same attribute, to satisfy changing consumer preference, or to boost the appeal of their products
- 31Perception MappingThis is used to determine how one's products or services appear to consumers in relation to competition brands, to help marketers see gaps in the positioning of brands and identify areas of unmet consumer needs
- 32Positioning of ServicesImage is a key factor in differentiating the service from its competitors because services are intangible. eg, image through employees
- 33Perceived PricePerceived price should reflect the value that consumers receive from the purchase, in terms of actual amount to be sacrificed and value to be gained. eg, Low price = fast food. High price = restaurants
- 34Reference PriceIt is any price that a consumer uses as a basis for comparison in judging another price.
Price discount will increase buying intentions but will decrease future reference price
If price is higher than reference price, consumers will search for additional information to justify that high price - 35Perceived Quality of ProductsIntrinsic cues: physical characteristics of the product
External cues: external to the product such as price, advertisement, country of origin, brand image - 36Perceived Quality of ServicesMore difficult for consumers to evaluate services because they are intangible, variable, perishable, and simultaneously produced and consumed. Therefore, SERVQUAL is used (TEARR):
- Tangibility
- Empathy
- Assurance
- Reliability
- Responsiveness - 37Price-quality RelationshipConsumers rely on price as an indicator of product quality. High price has a positive effect on perceived quality but negative effect on perceived price and willingness to buy
- 38Perceived RisksPerceived risks are risks when outcomes of buying decision are uncertain.
Types of perceived risk (FFPPST):
Functionality
Financial (not worth)
Physical
Psychological (hurt ego)
Social (social embarrassment)
Time (wasted time shopping and need to shop again)
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- Beschreibung
- Karteikarten am Consumer Behaviour Chapter 5 Perception, erstellt von IngIng Hon am 30/11/2014.
- Erstellt von
- IngIng Hon · Nov 2014
- Aktualisiert
- 19 Feb 2016
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