Chapter 6 Consumer Perception -

Presentation Transcript
1. Chapter 6 Consumer Perception
2. Chapter Outline
o Elements of Perception
o Aspects of Perception
 Selection
 Organization
 Interpretation
3. Perception
o The process by which an individual selects, organizes, and interprets
stimuli into a meaningful and coherent picture of the world
o How we see the world around us
4. Elements of Perception
o Sensation
o Absolute threshold
o Differential threshold
o Subliminal perception
5. Sensation
o The immediate and direct response of the sensory organs to stimuli
o A stimulus is any unit of input to any of the senses.
o The absolute threshold is the lowest level at which an individual can
experience a sensation.
6. Differential Threshold
o Minimal difference that can be detected between two similar stimuli
o Also known as the just noticeable difference (the j.n.d.)
7. Weber’s Law
o The j.n.d. between two stimuli is not an absolute amount but an amount
relative to the intensity of the first stimulus
o Weber’s law states that the stronger the initial stimulus, the greater the
additional intensity needed for the second stimulus to be perceived as
different.
8. Marketing Applications of the J.N.D.
o 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
9. Discussion Question
o How might a cereal manufacturer such as Kellogg’s use the j.n.d. for Fruit
Loops in terms of:
 Product decisions
  Packaging decisions
 Advertising decisions
 Sales promotion decisions.
10. Subliminal Perception
o Stimuli that are too weak or too brief to be consciously seen or heard may
be strong enough to be perceived by one or more receptor cells.
11. Is Subliminal Persuasion Effective?
o Extensive research has shown no evidence that subliminal advertising can
cause behavior changes
o Some evidence that subliminal stimuli may influence affective reactions
12. Aspects of Perception Selection Organization Interpretation
13. Aspects of Perception Selection Organization Interpretation
14. Perceptual Selection
o Consumers subconsciously are selective as to what they perceive.
o Stimuli selected depends on two major factors
 Consumers’ previous experience
 Consumers’ motives
o Selection depends on the
 Nature of the stimulus
 Expectations
 Motives
15. Discussion Questions
o What marketing stimuli do you remember from your day so far?
o Why do you think you selected these stimuli to perceive and remember?
16. Perceptual Selection
o Selective Exposure
o Selective Attention
o Perceptual Defense
o Perceptual Blocking
o Consumers seek out messages which:
 Are pleasant
 They can sympathize
 Reassure them of good purchases

Concepts

17. Perceptual Selection

o Selective Exposure
o Selective Attention
o Perceptual Defense
o Perceptual Blocking
o Heightened awareness when stimuli meet their needs
o Consumers prefer different messages and medium

Concepts
18. Perceptual Selection
o Selective Exposure
o Selective Attention
o Perceptual Defense
o Perceptual Blocking
o Screening out of stimuli which are threatening

Concepts

19. Perceptual Selection

o Selective Exposure
o Selective Attention
o Perceptual Defense
o Perceptual Blocking
o Consumers avoid being bombarded by:
 Tuning out
 TiVo

Concepts

20. Aspects of Perception Selection Organization Interpretation

21. Organization
o Figure and ground
o Grouping
o Closure
o People tend to organize perceptions into figure-and-ground relationships.
o The ground is usually hazy.
o Marketers usually design so the figure is the noticed stimuli.

Principles

22. Lacoste’s campaign uses a very plain ground so the symbol really shows. weblink
23. Organization
o Figure and ground
o Grouping
o Closure
o People group stimuli to form a unified impression or concept.
o Grouping helps memory and recall.

Principles

24. Organization
o Figure and ground
o Grouping
o Closure
 o People have a need for closure and organize perceptions to form a
complete picture.
o Will often fill in missing pieces
o Incomplete messages remembered more than complete

Principles

25. Discussion Question

o Do you agree you remember more of what you have NOT completed?
o How might a local bank use this in their advertising?
26. Aspects of Perception Selection Organization Interpretation
27. Interpretation
o Physical Appearances
o Stereotypes
o First Impressions
o Jumping to Conclusions
o Halo Effect
o Positive attributes of people they know to those who resemble them
o Important for model selection
o Attractive models are more persuasive for some products

Perceptual Distortion

28. Dove’s campaign stresses the everyday woman. weblink

29. Interpretation
o Physical Appearances
o Stereotypes
o First Impressions
o Jumping to Conclusions
o Halo Effect
o People hold meanings related to stimuli
o Stereotypes influence how stimuli are perceived

Perceptual Distortion

30. Putting a “Face” on Customer Service weblink

31. Interpretation
o Physical Appearances
o Stereotypes
o First Impressions
o Jumping to Conclusions
o Halo Effect
o First impressions are lasting
o The perceiver is trying to determine which stimuli are relevant, important,
or predictive
 Perceptual Distortion

32. Interpretation
o Physical Appearances
o Stereotypes
o First Impressions
o Jumping to Conclusions
o Halo Effect
o People tend not to listen to all the information before making conclusion
o Important to put persuasive arguments first in advertising

Perceptual Distortion

33. Interpretation
o Physical Appearances
o Stereotypes
o First Impressions
o Jumping to Conclusions
o Halo Effect
o Consumers perceive and evaluate multiple objects based on just one
dimension
o Used in licensing of names
o Important with spokesperson choice

Perceptual Distortion

34. The halo effect helps Adidas break into new product categories.
35. Issues in Consumer Imagery
o Product Positioning and Repositioning
o Positioning of Services
o Perceived Price
o Perceived Quality
o Retail Store Image
o Manufacturer Image
o Perceived Risk
36. Positioning
o Establishing a specific image for a brand in the consumer’s mind
o Product is positioned in relation to competing brands
o Conveys the concept, or meaning, of the product in terms of how it fulfills
a consumer need
o Result of successful positioning is a distinctive, positive brand image
37. Positioning Techniques
o Umbrella Positioning
o Positioning against Competition
o Positioning Based on a Specific Benefit
o Finding an “Unowned” Position
 o Filling Several Positions
o Repositioning
38. Perceptual Mapping
o A research technique that enables marketers to plot graphically
consumers’ perceptions concerning product attributes of specific brands
39. Perceptual Mapping Figure 6.14
40. Issues in Perceived Price
o Reference prices – used as a basis for comparison in judging another price
 Internal
 External
o Acquisition and transaction utility
o One study offers three types of pricing strategies based on perception of
value.
41. Three Pricing Strategies Focused on Perceived Value (Table 6-1) Cost-leader
pricing. Sharing with customers the cost savings that the company has achieved
by understanding, managing, and reducing the costs of providing the service
Efficiency pricing Long-term contracts Price bundling Encouraging long-term
relationships with the company that customers view as beneficial Relationship
pricing Service guarantees Benefit-driven pricing Flat-rate pricing Recognizing
and reducing customers’ perceptions of uncertainly, which the intangible nature
of services magnifies Satisfaction-based pricing Implemented As… Provides
Value By… Pricing Strategy
42. Acquisition-Transaction Utility
o Acquisition utility
 The consumer’s perceived economic gain or loss associated with
the purchase
 Function of product utility and purchase price
o Transaction utility
 The perceived pleasure or displeasure associated with the financial
aspect of the purchase
 Determined by the difference between the internal reference price
and the purchase price
43. Perceived Quality
o Perceived Quality of Products
 Intrinsic vs. Extrinsic Cues
o Perceived Quality of Services
o Price/Quality Relationship
44. Perceived Quality of Services
o Difficult due to characteristics of services
 Intangible
 Variable
 Perishable
 Simultaneously Produced and Consumed
o SERVQUAL scale used to measure gap between customers’ expectation
of service and perceptions of actual service
45. A Scale Measuring Customer’s Perception of Call Center Employees (Table 6-4)
 o ATTENTIVENESS
o The agent did not make an attentive impression.
o The agent used short, affirmative words and sounds to indicate that (s)he
o was really listening.
o PERCEPTIVENESS
o The agent asked for more details and extra information during the
conversation.
o The agent continually attempted to understand what I was saying.
o The agent paraphrased what had been said adequately.
o RESPONSIVENESS
o The agent offered relevant information to the questions I asked.
o The agent used full sentences in his or her answers instead of just saying
yes or no.
o The agent did not recognize what information I needed.
o TRUST
o I believe that this company takes customer calls seriously.
o I feel that this company does not respond to customer problems with
understanding.
o This company is ready and willing to offer support to customers.
o I can count on this company to be sincere.
46. Table 6-4 (continued)
o SATISFACTION
o I am satisfied with the level of service the agent provided
o I am satisfied with the way I was spoken to by the agent.
o I am satisfied with the information I got from the agent.
o The telephone call with this agent was a satisfying experience.
o CALL INTENTION
o I will very likely contact this company again.
o Next time I have any questions I will not hesitate to call again.
o I would not be willing to discuss problems I have with this company over
the phone.
47. Price/Quality Relationship
o The perception of price as an indicator of product quality (e.g., the higher
the price, the higher the perceived quality of the product.)
48. Perceived Risk
o The degree of uncertainty perceived by the consumer as to the
consequences (outcome) of a specific purchase decision
o Types
 Functional Risk
 Physical Risk
 Financial Risk
 Psychological Risk
 Time Risk
49. How Consumers Handle Risk
o Seek Information
o Stay Brand Loyal
o Select by Brand Image
o Rely on Store Image
o Buy the Most Expensive Model
o Seek Reassurance