Description
The different marketing variables influencing consumer perception. It also explains Gestalt Laws of Grouping, law of proximity, law of similarity, law of good continuation, law of closure, law of common fate, positioning strategy using perceptual map.
Consumer Behaviour
Consumer Perception
“Perception is Reality”
Louis Cheskin
?
Perception
?
Process by which sensations are selected, organized, and interpreted
?
Adding meaning to raw sensations
Elements of Perception
? ? ? ?
Sensation The Absolute threshold The differential threshold Subliminal threshold
?Sensation
?
?
?
Immediate response of our sensory receptors… ? …eyes, ears, nose, mouth, fingers… …to basic stimuli… ? …such as light, color, sound, odor, and texture ? …advertisements, Brand names, commercials, and packages …depend on sensitivity of the individual
The Absolute Threshold
? ?
?
?
The lowest level at which an individual can experience a sensation. The point which differentiate between “something” and “nothing”. Ex. Absolute threshold of driver driving on highway to notice Billboard. Adaptation: Getting “used to” certain sensation
Attention
?
The extent to which processing activity is devoted to a particular stimulus
?
?
Competition for our attention ? 3,500 ad info pieces per day ? Multitask Marketers need to break through the clutter ? Microsoft’s butterfly decals on sidewalks ? 3D Logos on Cricket Grounds
The Differential Threshold
?
?
?
?
The minimal detectable difference between two similar stimuli (Just noticeable difference) It’s not at all the absolute difference. It’s an amount relative to the intensity of the first stimulus. Stronger the initial stimulus, greater additional intensity needed for second stimulus to be perceived as differentiated.
Marketing Applications of the JND
?
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
Gradual Changes in Brand Name
Effects of JNDs in satisfaction levels on customer loyalty
Thresholds
Zone of affection
Loyalty/ retention
Zone of defection
JND
Zone of indifference
JND
Very dissatisfied
Mere satisfaction
Very satisfied (Delighted)
W
F
Hysteresis effect ! Marketing Inference : Think before you tinker!
Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Sublimal Marketing
Perceptual Selection
?
Stimulus Selection Factors
?
?
Weber’s Law ? Differences in size, color, position, & novelty Interpretation: assigned meaning to stimuli ? Schema leads to stimulus evaluation
Weber’s Law
A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).
Perceptual Selection
?
Depends on two major factors
?
?
Consumers’ previous experience (expectations) Consumers’ motives
Some Marketing Variables Influencing Consumer Perception
? ? ? ? ? ?
Nature of Product Physical Attributes of Product Package Design Brand Name Advertisements & Commercials Position of an Ad
Concepts Concerning Selective Perception
?
? ?
?
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
Stimulus Organization
• Stimulus interpretation is associated with other related events, sensations, or images • Gestalt: “the whole is greater than the sum of it parts” • The Closure principle -people tend to perceive
an incomplete picture as complete.
• The Principle of Similarity -group objects that
share similar characteristics.
• The Figure- Ground principle -One part of the
stimulus will dominate (the figure/background)
Gestalt Laws of Grouping
•The primary purpose of the visual system is the recognition of objects from basic visual elements.
•The objects are seen as more than a sum of the parts, and the critical problem facing the visual system is how to group the elements to form objects.
Demonstration of the Importance of Objects over Elements
When elements are arranged in groups that define an object, we tend to see the object and not the elements.
FFFFFFF FF FFFF FF FFFFFFF
vs.
EEEEEE EE EEEE EE EEEEEE
Law of Proximity
Things that are relatively close to one another tend to be grouped together
The Law of Similarity
Items that look similar will be seen as parts of the same form
The Law of Good Continuation
The tendency to perceive unseen parts of a patterns as continuing in a predictable and simple manner.
The Law of Closure
Often an object is partly occluded by other objects in our environment, and the visual system must fill in the missing information
A Related Phenomenon Illusory Contours
The Law of Common Fate
Elements of visual perception that move together are seen as forming a common object.
For Example…
Common Fate Example - 1
Common Fate Example - 2
Common Fate Example - 3
Common Fate Example - 4
Figuring out what the objects are
The Gestalt principles help us to understand how we figure out what the objects are, and how to interpret them.
However, they do not explain how we figure out what an object is once we realize it is an object.
Figure and Ground
Figure-ground Principle
• This billboard for Wrangler jeans makes creative use of the figure-ground principle.
“Hey, there is a blue one.”
A Sax Player or a Woman’s Face?
Gestalt Principle
• This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
Perceptual Positioning
Brand perceptions = functional attributes + symbolic attributes ? Perceptual map
?
?
Company’s own strengths and weaknesses in comparison with competitors
Perceptual map Perceptual Map
Excellent Product Quality
Low Value for Money
High Value for Money
Low Product Quality
Find a place in the Consumer’s Mind
Perceptual Map
Positioning Strategy
?
?
Marketing mix elements influence the consumer’s interpretation of brand’s meaning Brand’s position as a function of:
?
Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality
doc_246316228.pptx
The different marketing variables influencing consumer perception. It also explains Gestalt Laws of Grouping, law of proximity, law of similarity, law of good continuation, law of closure, law of common fate, positioning strategy using perceptual map.
Consumer Behaviour
Consumer Perception
“Perception is Reality”
Louis Cheskin
?
Perception
?
Process by which sensations are selected, organized, and interpreted
?
Adding meaning to raw sensations
Elements of Perception
? ? ? ?
Sensation The Absolute threshold The differential threshold Subliminal threshold
?Sensation
?
?
?
Immediate response of our sensory receptors… ? …eyes, ears, nose, mouth, fingers… …to basic stimuli… ? …such as light, color, sound, odor, and texture ? …advertisements, Brand names, commercials, and packages …depend on sensitivity of the individual
The Absolute Threshold
? ?
?
?
The lowest level at which an individual can experience a sensation. The point which differentiate between “something” and “nothing”. Ex. Absolute threshold of driver driving on highway to notice Billboard. Adaptation: Getting “used to” certain sensation
Attention
?
The extent to which processing activity is devoted to a particular stimulus
?
?
Competition for our attention ? 3,500 ad info pieces per day ? Multitask Marketers need to break through the clutter ? Microsoft’s butterfly decals on sidewalks ? 3D Logos on Cricket Grounds
The Differential Threshold
?
?
?
?
The minimal detectable difference between two similar stimuli (Just noticeable difference) It’s not at all the absolute difference. It’s an amount relative to the intensity of the first stimulus. Stronger the initial stimulus, greater additional intensity needed for second stimulus to be perceived as differentiated.
Marketing Applications of the JND
?
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
Gradual Changes in Brand Name
Effects of JNDs in satisfaction levels on customer loyalty
Thresholds
Zone of affection
Loyalty/ retention
Zone of defection
JND
Zone of indifference
JND
Very dissatisfied
Mere satisfaction
Very satisfied (Delighted)
W
F
Hysteresis effect ! Marketing Inference : Think before you tinker!
Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Sublimal Marketing
Perceptual Selection
?
Stimulus Selection Factors
?
?
Weber’s Law ? Differences in size, color, position, & novelty Interpretation: assigned meaning to stimuli ? Schema leads to stimulus evaluation
Weber’s Law
A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).
Perceptual Selection
?
Depends on two major factors
?
?
Consumers’ previous experience (expectations) Consumers’ motives
Some Marketing Variables Influencing Consumer Perception
? ? ? ? ? ?
Nature of Product Physical Attributes of Product Package Design Brand Name Advertisements & Commercials Position of an Ad
Concepts Concerning Selective Perception
?
? ?
?
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
Stimulus Organization
• Stimulus interpretation is associated with other related events, sensations, or images • Gestalt: “the whole is greater than the sum of it parts” • The Closure principle -people tend to perceive
an incomplete picture as complete.
• The Principle of Similarity -group objects that
share similar characteristics.
• The Figure- Ground principle -One part of the
stimulus will dominate (the figure/background)
Gestalt Laws of Grouping
•The primary purpose of the visual system is the recognition of objects from basic visual elements.
•The objects are seen as more than a sum of the parts, and the critical problem facing the visual system is how to group the elements to form objects.
Demonstration of the Importance of Objects over Elements
When elements are arranged in groups that define an object, we tend to see the object and not the elements.
FFFFFFF FF FFFF FF FFFFFFF
vs.
EEEEEE EE EEEE EE EEEEEE
Law of Proximity
Things that are relatively close to one another tend to be grouped together
The Law of Similarity
Items that look similar will be seen as parts of the same form
The Law of Good Continuation
The tendency to perceive unseen parts of a patterns as continuing in a predictable and simple manner.
The Law of Closure
Often an object is partly occluded by other objects in our environment, and the visual system must fill in the missing information
A Related Phenomenon Illusory Contours
The Law of Common Fate
Elements of visual perception that move together are seen as forming a common object.
For Example…
Common Fate Example - 1
Common Fate Example - 2
Common Fate Example - 3
Common Fate Example - 4
Figuring out what the objects are
The Gestalt principles help us to understand how we figure out what the objects are, and how to interpret them.
However, they do not explain how we figure out what an object is once we realize it is an object.
Figure and Ground
Figure-ground Principle
• This billboard for Wrangler jeans makes creative use of the figure-ground principle.
“Hey, there is a blue one.”
A Sax Player or a Woman’s Face?
Gestalt Principle
• This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
Perceptual Positioning
Brand perceptions = functional attributes + symbolic attributes ? Perceptual map
?
?
Company’s own strengths and weaknesses in comparison with competitors
Perceptual map Perceptual Map
Excellent Product Quality
Low Value for Money
High Value for Money
Low Product Quality
Find a place in the Consumer’s Mind
Perceptual Map
Positioning Strategy
?
?
Marketing mix elements influence the consumer’s interpretation of brand’s meaning Brand’s position as a function of:
?
Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality
doc_246316228.pptx