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Chapter 5 Consumer Perception

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Chapter 5 Consumer Perception Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das – PowerPoint PPT presentation

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Title: Chapter 5 Consumer Perception


1
Chapter 5 Consumer Perception
  • Consumer Behaviour
  • Canadian Edition
  • Schiffman/Kanuk/Das

2
Perception
3
Perceptual Concepts
Perception is the process by which an individual
selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world. It
is how we see the world around us.
  • Sensation
  • Absolute threshold
  • Sensory Adaptation
  • Differential threshold (jnd)
  • Webers law
  • Subliminal Perception

Selection
4
Marketing Applications of the JND
  • Need to determine the relevant j.n.d. for their
    products in order to facilitate change

5
(No Transcript)
6
  • As a marketing manager, would you want the
    following changes to fall above or below the jnd?
  • Price increases?
  • Size decreases?
  • Quality improvements?
  • Brand name changes?

7
Subliminal Perception Effective?
  • Extensive research has shown no evidence that
    subliminal advertising can cause behaviour
    changes
  • 1957 - James Vicary (Eat Popcorn Drink
    Coca-Cola) never released study descriptives no
    independent evidence
  • http//www.snopes.com/business/hidden/popcorn.asp
  • 1970s - Wilson Bryan Key Sexploitation
  • Some evidence that subliminal stimuli may
    influence affective reactions

8
Concepts Concerning Selective Perception
  • Selective Exposure
  • Selective Attention
  • Perceptual Defense
  • Perceptual Blocking

Which stimuli get selected depends upon
consumers previous experience as it affects
their expectations and their motives at the time
of stimulus exposure.
9
How can marketers overcome blocking?
PANEL EXERCISE 1
10
Principles of Perceptual Organization
  • Figure and ground
  • Definition of figure depends on the background
  • Grouping
  • Information is organized into chunks
  • Closure
  • Incomplete stimuli create tension

Gestalt Psychology
11
Grouping
12
(No Transcript)
13
Closure
14
Closure Continued
15
Perceptual Interpretation
  • Stereotypes
  • Individuals biased pictures in their minds of
    the meaning of various stimuli
  • Main factors that influence stereotypes are
  • Physical Appearances
  • Descriptive terms
  • First Impressions
  • Halo Effect

16
Stereotype
17
Perceptual Interpretation
  • Kool-Aid Commercials

What is your perception? How was it
formed? Consider perceptual distortion.
Perceptual distortion is the lack of
correspondence between the way a stimulus is
commonly perceived and the way an individual
perceives it under given conditions.
18
Consumer Imagery
  • Product Positioning and Repositioning
  • Perceived Price
  • Satisfaction based, relationship and efficiency
    pricing
  • Perceived Quality
  • Reliance on extrinsic cues SERVQUAL
  • Price-Quality Relationship
  • Image
  • Store and manufacturer
  • Perceived Risk

19
(continued)
20
Figure 5-9 (continued)
21
Positioning
  • Establishing a specific image for a brand in
    relation to competing brands
  • Frequently analyzed using perceptual maps
  • Positioning Techniques
  • Umbrella Positioning
  • Positioning Against Competition
  • Positioning Based on a Specific Benefit
  • Taking an Unowned Position
  • Positioning for Several Positions
  • Repositioning

22
Perceived Risk
  • The degree of uncertainty perceived by the
  • consumer as to the consequences
    (outcomes) of a specific purchase decision
  • High-risk perceivers ? narrow categorizers
  • Low-risk perceivers ? broad categorizers

Types of Risk Functional Psychological Physical F
inancial Social Time Loss
23
How Consumers Handle Risk
  • Seek Information
  • Stay Brand Loyal
  • Select by Brand Image
  • Rely on Store Image
  • Buy the Most Expensive Model
  • Seek Reassurance

24
Perception and Marketing Strategy
  • Make perceptual selection work in your favour
  • Increase accidental exposure
  • Use the j.n.d
  • Draw attention to your ad using contrast and
    other principles
  • Find creative ways to reduce blocking
  • Ensure that consumers organize and interpret
    messages correctly
  • Develop suitable consumer imagery
  • Find ways to reduce perceived risk
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