CP chapter 4 perception(refer to notes)

CP chapter 4 perception(refer to notes)

1. How individuals select, organize and interpret stimuli into something

2. Perceptual process

   • Help consumers interpret information to perceive the brand in a favourable way
   • Ensure that marketing stimuli are exposed and selected by consumers
   • 1.Sensory Exposure (immediate and direct response)
     • Sight, Sounds, smell, taste and touch
       • Factors
         • Sensory adaptation
           • Absolute threshold is the lowest level at which an individual can experience a sensation
         • Just noticeable difference
           • Update logo and packaging:below JND changes prevent losing the recognition of loyal customers
             • Price and product improvement (larger size, better packaging at over above JND
               • Price and reduction in product size/ quality have to be unnoticeable
         • Subliminal perception
           • below threshold, stimuli is too week to consciously be seen or heard
             • but may still be strong enough to be perceived by more than one receptor cell
     • 2. Perceptual selection (despite being exposed to multiple stimuli, the brain can only process a small amount
       • 3. Perceptual organization (need to present stimuli in a way that makes it easy
         • 4. Perceptual interpretation (give meaning to stimuli)
           • Physical appearance: good looking packaging
           • Halo effect: if one attribute is good, everything else about the brand is good
           • consumers' perception can be bias(sterostypes)
             • Avoid negative bias from sterotype and leverage on it to strengthen branding
         • figure and group (interrelationship between the stimulus itself and environment or context which it appears)(can use movies or drama series product placement)
           • Grouping: tendency to group stimuli together to look impressive or unified,(placement iof products consumed together n supermarket, associate with certain desired image/ message
             • Closure (fill in the missing pieces,complete an image)(incomplete images can be shown in advertisement to attract attention)
       • Stimuli
         • Ensure intensity of marketing stimuli is strong
           • Common strategies: contrast, shocking or unrealistic image
       • Expectation (conflict sharply with consumers' expectation tend to be selected
         • Ambush marketing: place stimuli somewhere unexpected and cannot be avoided
       • Motivation (correspond to consumers' unfulfilled needs)
         • Place stimuli where unfulilled needs is strongest or most easily aroused