Chapter 5 Consumer Perception

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

Copyright 2006 Pearson Education Canada Inc.

Opening Vignette
Good
Beer

Carbs, Bad Carbs

Pasta, white bread, beer are bad carbs

is perceived as high in bad carbs

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Only 11 to 17 gms per bottle Consumers overestimate carbs in beer Perceptions have to change Labatts campaign http://www.labatt.ca
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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
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Elements of Perception
Elements

of Perception Absolute threshold Differential threshold Differential threshold

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Sensation
The

immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all!
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Differential Threshold or j.n.d

The

minimal difference that can be detected between two similar stimuli

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Webers Law
the

stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

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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
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Subliminal Perception
Perception

of very weak or rapid stimuli received below the level of conscious awareness http://www.thoughtscan.com/

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Subliminal Perception
1957:

Drive-In Movie Theater 1974: Publication of Subliminal Seduction 1990s: Allegations against Disney http://www.snopes.com/business/hid den/popcorn.htm
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Is Subliminal Persuasion Effective?

Extensive

research has shown no evidence that subliminal advertising can cause behaviour changes Some evidence that subliminal stimuli may influence affective reactions
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Aspects of Perception
Selection Organization

Interpretation
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Perceptual Selection
Conscious

and unconscious screening of stimuli

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Perceptual Selection
Depends

on three major factors Consumers previous experience Consumers motives Nature of the stimulus

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Concepts Concerning Selective Perception

Gestalt Psychology

Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

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Perceptual Selection Contd

Selective

exposure

Consumers actively choose stimuli that they want to see

Selective

attention

Consumers decide how much attention they will pay to a stimulus

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Perceptual Selection Contd

Perceptual

defence

Consumers screen out psychologically threatening stimuli

Perceptual

blocking

tuning out of stimuli

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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
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Influences of Perceptual Distortion

Physical

Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect

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Issues In Consumer Imagery

Product

Positioning and Repositioning Perceived Price Perceived Quality Price-Quality Relationship Perceived Risk
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Positioning
Establishing

a specific image for a brand in relation to competing brands

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Positioning Techniques

Umbrella Positioning Positioning Against Competition Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Un-owned Position Positioning for Several Positions Repositioning
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Perceptual Mapping

A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.

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Research Insight
Attribute-based

approach

Identify attributes that consumers use Rate brands on these attributes Identify ideal level of these attributes

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Research Insight

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Internet Insight
Non-attribute-based

approach

List all brands; identify all pairs Arrange pairs in order of similarity Identify underlying dimensions

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Research Insight

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Pricing Strategies Focused on Perceived Value

Satisfaction-based

Pricing Relationship Pricing Efficiency Pricing

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Issues in Perceived Price

Reference

prices

Internal External
Tensile

and objective price claims

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Tensile and Objective Price Claims

Evaluations least favorable for ads stating the minimum discount level Ads stating maximum discount levels are better than stating a range
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Perceived Quality
Perceived
Perceived

Quality of Products

Intrinsic vs. Extrinsic Cues

Quality of Services Price/Quality Relationship

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Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).

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(continued)

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Figure 5-9 (continued)

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Perceived Risk
The degree of uncertainty perceived by the consumer as to the consequences (outcomes) of a specific purchase decision High-risk perceivers are narrow categorizers
Limit their choices to safe alternatives

Low-risk perceivers are broad categorizers

Wide range of alternatives preferred
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Types of Risk
Functional

Risk Physical Risk Financial Risk Psychological Risk Time Risk

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How Consumers Handle Risk

Seek

Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance
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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
continued
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Perception and Marketing Strategy

Ensure that consumers organize and interpret messages correctly Develop suitable consumer imagery Find ways to reduce perceived risk

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