PERCEPTION

PERCEPTION

1. DIFFERENTIAL THRESHOLD

   • The minimal difference that can be detected between two stimuli
     • Webers Law: The stronger the initial stimulus, the stronger the second stimulus must be to be noticed as different
       • i.e. creating foods which replicate the taste of fatty foods: it must be on or below the consumer's JND.
         • MARKETING APPLICATIONS OF THE JND
           • Manufacturers and marketers seek to find out their consumers JND because:
             • so negative changes are not readily dissernable to the public
               • So product improvements are also readily dissernable to consumers without being wastefully extravagant
                 • Marketers want to meet or exceed the JND - less than the JND is wasted and too much above the JND might be costly to develop
               • i.e. rising prices means manufacturers need to save costs - Cherry Ripe smaller sizes. Difficult because chocolates are inexpensive so changes in price are easily noticeable - Cadbury instead chanegd the size.
                 • i.e. when coffee prices go up, manufacturers tend to use lower quality beans although not above the JND as this will cause the consumer to notice a difference in taste
             • Marketers also want to improve their packaging without eliminating the brand's recognition - so they will frequently do this just below the JND.

2. PERCEPTION

   • The process by which an individual receives, selects and interprets stimuli to form a meaningful picture of the world. "how we see the world around us". Many sensory dynamics:
     • STIMULUS: any input into the sensory glands
       • Two individuals may be exposed to the same stimuli, but interpret it differently.
       • SENSATION: Immediate and direct response of the sensory organs to stimuli (a brand, packaging)
         • Depends on energy change or differentiation of input.
           • ABSOLUTE THRESHOLD: Lowest point at which we can detect a difference between something and nothing
             • Adaptation: Getting used to stimuli, i.e. advertisements during a sports event.

3. SUBLIMINAL PERCEPTION

   • Stimuli too weak or brief to be seen or heard but are able to be received by one the receptor cells
     • Persuading people to buy goods without being aware of what persuaded them to do so

4. ELEMENTS OF PERCEPTION

   • Selective perception: Consumers are actually very selective about what stimuli they perceive, perceiving a small fraction of what they are exposed to. i.e. Supermarket
     • Factors affecting stimuli: previous experience, motives, nature of stimuli
     • Selective exposure
       • Selective attention
         • Perceptual defence
           • Perceptual Blocking
   • Perceptual organization: Humans do not regard the stimuli they are exposed to as discreet entities, instead they group these and perceive them as a unified whole.
     • Figure and Ground - relates to strong and weak former and latter stimuli
       • Grouping, closure
   • Perceptual Interpretation: The interpretation of stimuli is uniquely individual.
     • Distorting influences: physical appearance, descriptive terms, stereotypes, irrelevant cues, halo effect

5. Product positioning: The image the product has in the mind of the consumer

   • Marketers strive to create and position a product so that it aligns with consumer's specific self-concepts.
     • Attributes featured in brands positioning must reflect attributes that are important and congruent with perceptions of the targeted consumer segment.
   • Umbrella positioning
   • Positioning against competition
   • Positioning based on a specific benefit
   • Filling an un-owned position