Consumer Perceptions: The Only Reality That Matters

Chapter 3
Consumer Perceptions
Consumer
Perceptions
www.mycbbook.com
The only
reality that
matters
MyCBBook
Inside the II
Chapter
Consumer’s Mind PART

3
©©Open
OpenMentis
Mentis2007
2007 www.mycbbook.com
Perception. The process by which
Humans become aware of and interpret
a stimulus.
The 3S Model of Perception Process

Chapter
3
MyCBBoo
© Open Mentis 2007 www.mycbbook.com
Perception. The process by which Humans
become aware of and interpret a stimulus.
Chapter
3
MyCBBook
P.e.r.c.e.p.t.I.o.n. P.r.o.c.e.s.s.
Exposure  ATTENTION  INTERPRETATION

EXPOSURE How To Get it

 By WISE MEDIA Selection
 By Product Placement
ATTENTION Involuntary
O Voluntary O
 STIMULUS FACTOR: vividness/contrast

 Topic Interest/Involvement
INTERPRETATION
Depends on
 Prior Stock of Knowledge
Chapter
 Prior Expectations
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MyCBBoo
Factors Influencing Perception
STIMULUS Characteristics:
 Sensory
 Information Content
CONTEXT
 Store, brand name, etc.
CONSUMER
 Involvement, Interest
 Sensory and Cognitive Skills
 Prior Knowledge
(Prior Expectations)
Chapter
3
MyCBBoo
PERCEPTUAL THRESHHOLD
 Weber’s Law
 J.n.d.
 When You Want to Lie BELOW Perceptual
Threshold
 And When You Want to Rise ABOVE the
Threshold
(Examples)
1. Make Explicit (Product’s sensory features)

2. CHANGE (NOTICEables by P&G)
Chapter
Discussion Q. Rising above or lying below?

3
MyCBBo
PERCEPTUAL ORGANIZATION
 GESTALT
 FIGURE AND
GROUND
 CLOSURE
_ingle _ells
Chapter
3
MyCBBoo
SUBLIMINAL PERCEPTION
Subliminal Perception. Perception of a stimulus
without being aware of it.

Mere Exposure effect: Liking due to even brief,
unrecalled, exposure.
Prior exposure creates warmth (even without
memory)
Therefore, we like things we have seen before
even though we may not remember seeing
them!
Automated Response
Lesson: Just Make All Stimuli elements
P L E A S A N T. .
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3
MyCBBoo
PERCEPTION: MARKETING APPLICATIONS
 Psychology of Price Perceptions

 Reference Price.
 Assimilation vs. Contrast
 Price as Quality Cue
 Country of Origin
 Brand Image
 Perceptual Maps
 Sensory Marketing
Chapter
3
MyCBBoo
How Consumers Perceive Marketing Stimuli
BRAND IMAGE
Q. How do you change

brand image?
A. By Changing Consumer
Perceptions.
Based, of course, on the
Brand’s Reality.
Brand Image is 100%

Consumer Perception.
Chapter
3
MyCBBoo
PERCEPTUAL MAPS
Discuss: Why the two maps are different?

Chapter
3
MyCBBoo
Positioning + REPOSITIONING
POSITIONING. Consumer perception of a brand

relative to competing brands and relative to

one’s goals
REPOSITIONING. The practice of changing
consumer perceptions about a brand.
 POSITIONING METHODS:
 By Functional Benefits
 By Symbolic Image
 By User Image
 By Usage Situation
 By Competition.
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3
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 POSITIONING METHODS:
 By Functional Benefits
 By Symbolic Image
 By User Image
 By Usage Situation
 By Competition.
Students: Bring an Ad for Each

Chapter
3
MyCBBoo
Positioning + REPOSITIONING
 Secondary Demand Creation
 Primary Demand Creation
BREAKING Free from

Category Restriction
See
Rolling Stone Ad
Chapter
Orange Ad
3
MyCBBoo
SENSORY Marketing
Creating Favorable Brand Impressions in the
consumer mind by appealing to senses.
 Sound
 Taste
 Sense of Smell
 Sense of Touch
 Sight
Two Approaches:
 1. Pleasant and Varied Stimuli/Product Design
 2. Unique sensory feature (Brand Identity)
Chapter
3
MyCBBoo
Perception Meets Marketing
SENSORY Marketing
 Sound
 Taste
 Sense of Smell
 Sense of Touch
 Sight
New trend in Sensory Communication:

Cross-modality
(Example: communicating sensory pleasure of
taste or smell on printed page)
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3
MyCBBoo
Perceptions: bits of Wisdom
 There Are No FACTS in Life, only
Statements of FACTS.
 There is no Objective Reality, Only
Perceptions.
 Sometimes Perceptions come close to
reality, sometimes they are far off.
 All OUR Perceptions are TRUE;
Others’ Perceptions May be False.
 Perceptions, NOT Reality, form the
basis of our Actions.
 Consumer Perceptions, Not Reality,
determine the fates of brands and of
Chapter
Businesses.
3
MyCBBoo

Consumer Perceptions: The Only Reality That Matters

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Chapter 3

Consumer’s Mind PART

The 3S Model of Perception Process

Exposure  ATTENTION  INTERPRETATION

EXPOSURE How To Get it

 STIMULUS FACTOR: vividness/contrast

1. Make Explicit (Product’s sensory features)

Discussion Q. Rising above or lying below?

without being aware of it.

 Psychology of Price Perceptions

Q. How do you change

Brand Image is 100%

Discuss: Why the two maps are different?

POSITIONING. Consumer perception of a brand

relative to competing brands and relative to

Students: Bring an Ad for Each

 Secondary Demand Creation

 Primary Demand Creation

BREAKING Free from

consumer mind by appealing to senses.

New trend in Sensory Communication:

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