Solomon Cb09 PPT 02

Chapter 2
Perception
CONSUMER BEHAVIOR, 9e
Michael R. Solomon
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
2-1
Learning Objectives
When you finish this chapter, you should understand why:
Perception is a three-stage process that

translates raw stimuli into meaning.
Products and commercial messages often

appeal to our senses, but we wont be influenced by most of them.
The design of a product today is a key driver

of its success or failure.
05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
2-2
Learning Objectives (continued)
Subliminal advertising is a controversial

but largely ineffectiveway to talk to consumers.
We interpret the stimuli to which we do pay

attention according to learned patterns and expectations.
Marketers use symbols to create meaning.
2-3
Sensation and Perception
Sensation is the immediate

response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture).
Perception is the process by

which sensations are selected, organized, and interpreted.
2-4
Figure 2.1 Perceptual Process

We receive external stimuli through our five senses
2-5
Hedonic Consumption
Hedonic consumption:
multisensory, fantasy, and emotional aspects of consumers interactions with products
Marketers use impact of

sensations on consumers product experiences
2-6
Sensory Systems
Our world is a
symphony of colors, sounds, odors, tastes
Advertisements,
product packages, radio and TV commercials, billboards provide sensations
2-7
Vision
Color provokes emotion Reactions to color are

biological and cultural
Color in the United States

is becoming brighter and more complex
Trade dress: colors

associated with specific companies
2-8
Vertical-Horizontal Illusion
Which line is longer:

horizontal or vertical?
Answer: both lines are

same length
2-9
Scents
Odors create mood and promote memories:
Coffee = childhood,
home
Cinnamon buns = sex

Marketers use scents:
Inside products In promotions (e.g.,

scratch n sniff)
2-10
Sound
Sound affects peoples feelings and behaviors
Phonemes: individual sounds that might be

more or less preferred by consumers Example: i brands are lighter than a brands
Muzak uses sound and music to create mood High tempo = more stimulation Slower tempo = more relaxing
2-11
Touch
Haptic sensesor touchis the most

basic of senses; we learn this before vision and smell
Haptic senses affect product experience and

judgment
Kinsei engineering is a Japanese philosophy

that translates customers feelings into design elements
2-12
Table 2.1 Tactile-Quality Associations
Perception High class Low class
Male Wool Denim Heavy
Female Fine Silk Cotton Coarse Light
2-13
Taste
Flavor houses develop

new concoctions for consumer palates
Cultural changes
determine desirable tastes
The more respect we

have for ethnic dishes, the more spicy food we desire
2-14
Exposure
Exposure occurs when a stimulus comes

within range of someones sensory receptors
We can concentrate, ignore, or completely

miss stimuli
Cadillacs 5 second ad
2-15
Sensory Thresholds
Psychophysics: science that focuses on how

the physical environment is integrated into our personal, subjective world
Absolute threshold: the minimum amount of

stimulation that can be detected on a given sensory channel
2-16
Differential Threshold
The ability of a sensory

system to detect changes or differences between two stimuli Minimum difference between
two stimuli is the j.n.d. (just noticeable difference)
Example: packaging
updates must be subtle enough over time to keep current customers
2-17
Subliminal Perception
Subliminal perception occurs when

stimulus is below the level of the consumers awareness.
Rumors of subliminal advertising are

rampantthough theres little proof that it occurs.
Most researchers believe that subliminal

techniques are not of much use in marketing.
2-18
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.
2-19
Attention
Attention is the extent to which processing

activity is devoted to a particular stimulus
Consumers are often in a state of sensory

overload
Marketers need to break through the clutter
2-20
Personal Selection Factors

Perceptual vigilance
Perceptual defense
Adaptation
2-21
Factors Leading to Adaptation
Intensity
Duration
Discrimination
Exposure
Relevance
2-22
Stimulus Selection Factors
We are more likely to notice stimuli that differ

from others around them
So, marketers can create contrast through:
Size
Color
Position
Novelty
2-23
Creating Contrast with Size
2-24
Interpretation
Interpretation refers to the meaning we

assign to sensory stimuli, which is based on a schema
2-25
Stimulus Organization
Gestalt: the whole is greater than the sum of

its parts Closure: people perceive an incomplete picture as complete Similarity: consumers group together objects that share similar physical characteristics Figure-ground: one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)
2-26
Application of the Figure-Ground Principle
2-27
Semiotics
Semiotics: correspondence between signs

and symbols and their role in the assignment of meaning
Marketing messages have three basic
components: Object: product that is the focus of the message Sign: sensory image that represents the intended meanings of the object Interpretant: meaning derived
2-28
Figure 2.3 Semiotic Relationships
2-29
Perceptual Positioning
Brand perceptions = functional attributes +

symbolic attributes
Perceptual map: map of where brands are

perceived in consumers minds Used to determine how brands are currently perceived to determine future positioning
2-30
Positioning Strategy
Examples of brand positioning

Lifestyle Price leadership Attributes Product class Competitors Occasions Users Quality Grey Poupon is high class Southwest Airlines is no frills Bounty is quicker picker upper Mazda Miata is sporty convertible Northwestern Insurance is the quiet company Wrigleys gum used when smoking not permitted Levis Dockers targeted to men in 20s and 30s At Ford, Quality is Job 1
2-31
Chapter Summary
Perception is a three-stage process that

translates raw stimuli into meaning.
Products and messages may appeal to our

senses.
The design of a product affects our

perception of it.
Subliminal advertising is controversial. We interpret stimuli using learned patterns. Marketers use symbols to create meaning.
2-32

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How does perception influence consumer behavior?

How does perception influence consumer behavior?

What are the stages of the perceptual process?

What are the stages of the perceptual process?

Chapter 2

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Perception is a three-stage process that

Products and commercial messages often

The design of a product today is a key driver

Learning Objectives (continued)

Subliminal advertising is a controversial

We interpret the stimuli to which we do pay

Marketers use symbols to create meaning.

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Sensation and Perception

Sensation is the immediate

Perception is the process by

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Figure 2.1 Perceptual Process

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Marketers use impact of

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Color provokes emotion Reactions to color are

Color in the United States

Trade dress: colors

Which line is longer:

Answer: both lines are

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Cinnamon buns = sex

Inside products In promotions (e.g.,

Phonemes: individual sounds that might be

Haptic sensesor touchis the most

Haptic senses affect product experience and

Kinsei engineering is a Japanese philosophy

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Table 2.1 Tactile-Quality Associations

Perception High class Low class

Male Wool Denim Heavy

Female Fine Silk Cotton Coarse Light

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Flavor houses develop

The more respect we

Exposure occurs when a stimulus comes

We can concentrate, ignore, or completely

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Psychophysics: science that focuses on how

Absolute threshold: the minimum amount of

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

The ability of a sensory

Subliminal perception occurs when

Rumors of subliminal advertising are

Most researchers believe that subliminal

Embeds: figures that are inserted into

Subliminal auditory perception: sounds,

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Attention is the extent to which processing

Consumers are often in a state of sensory

Marketers need to break through the clutter

05/03/12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall