Perception

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Chapter 2

• Perception

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Perception is Reality
Louis Cheskin
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Are The Center Circles the Same Size?
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Are the Purple Lines Bent or Straight?
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A Sax Player or a Womans Face?
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Sensation and Perception

• Sensation
• Refers to the immediate response of our sensory
  receptors (eyes, ears, nose, mouth, fingers) to
  such basic stimuli as light, color, and sound.
• Perception
• Process by which these sensations are selected,
  organized, and interpreted.
• People only process a small amount of information
  (stimuli).
• An even smaller amount is attended to and given
  meaning.

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The Perception Process
Sensation
Exposure
Attention
Interpretation
STIMULI or SENSORY INPUTS
Meaning
Response
Perception
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Sensory Systems
Vision
Smell

• Visual Elements in Advertising,
• Store Design and Packaging.

Sound

• Odors Can Stir Emotions or Create
• Feelings Such as Happiness/ Hunger.

Touch

• Research Has Analyzed Effects of
  Background Music Speaking Rates

Taste

• Shown to Be a Factor in Sales Interactions.

• Ethnicity Affects Taste Preferences.

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Exposure

• Degree to which people notice a stimulus that is
  within range of their sensory receptors.
• Consumers
• Concentrate on some stimuli,
• Are unaware of others,
• Even go out of their way to ignore some messages.
• Pychophysics - Science that focuses on how the
  physical environment is integrated into our
  personal, subjective world.

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Sensory Thresholds
Lowest Intensity of a Stimulus That Consumers are
Capable of Perceiving
Differential Threshold refers to the ability of a
sensory system to detect changes or differences
between two stimuli. (j.n.d.-Just Noticeable
Difference Webers Law)
Absolute Threshold refers to the minimum amount
of stimulation that can be detected on a sensory
channel. Marketing Stimuli
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Subliminal Perception
Auditory Messages Messages on Sound Recordings
Low-Level Auditory Stimulation Threshold Messaging
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Does Subliminal Perception Work?
Threshold Differences
Distance and Position Control
Influence of Subliminal Messages
Viewing Attention Control
Generalized Effect
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Attention

• Refers to the extent to which processing activity
  is devoted to a particular stimulus.
• Consumers often suffer Sensory Overload, exposure
  to far more information than they are capable of
  or willing to process.
• Example More than 6000 TV commercials are run
  each week.

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Perceptual Selection
Experience Result of Acquiring Information Over
Time
Perceptual Filters Past Experiences Influences
What We Decide to Process
Perceptual Selection Means that People Pay
Attention to Only a Small Portion of Stimuli to
Which They Are Exposed. How do Consumers
Choose What to Pay Attention To?
Adaptation
Perceptual Defense
Perceptual Vigilance
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Intensity
Adaptation
Relevance
Duration
Factors Leading to Adaptation
Discrimination
Exposure
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Perceptual Selection
How do Consumers Choose What to Pay Attention
To? Stimulus Selection Factors
Size
Color
Position
Create Contrast so That Stimuli is More Likely to
Be Noticed. Remember Webers
Law.
Novelty
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Interpretation

• Refers to the meaning that we assign to sensory
  stimuli.
• Consumers assign meaning to stimuli based on
  Schema, or set of beliefs, to which the stimuli
  is assigned.
• The schema will determine what criteria will be
  used to evaluate the
• product,
• package,
• message.

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Interpretation

• Semiotics The Symbols Around Us
• The study of how consumers interpret the meanings
  of symbols
• Object
• Sign
• Interpretant

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Semiotics
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Stimulus Organization
The Gestalt Perspective (Summarized as The Whole
is Greater Than the Sum of Its Parts) Provides
Several Principles Relating to the Way Stimuli
Are Organized
Principle of Similarity Consumers Tend to Group
Objects That Share Similar Physical
Characteristics.
Closure Principle People Tend to Perceive an
Incomplete Picture as Whole.
Figure-Ground Principle One Part of the Stimulus
Will Dominate (the Figure) While Other Parts
Recede Into the Backdrop (the Ground)
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Perceptual Positioning
Quality
Lifestyle
Positioning Strategy Uses Elements of the
Marketing Mix to Influence the Consumers
Interpretation of Its Meaning.
Users
Price Leadership
Attributes
Occasions
Positioning Dimensions
Product Class
Competitors
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Repositioning
Current Brand is Cannibalizing Other Brands in
Product Line.
Repositioning Occurs When a Brands Original
Market Position is Modified Because
Too Many Competitors Are Stressing the Same
Attribute.
Original Market Evaporates or Is Unreceptive to
the Offering.