Customer perception

Presenting by
Sarath sasi
closure
 People have a need for closure and organize
perceptions to form a complete picture.
 Will often fill in missing pieces
 Incomplete messages remembered more than

complete
Eg:hearing the beginning of a message leads to
the need to hear the rest of it –like waiting for
a second shoe to drop
Physical Appearances
 Positive attributes of people they know to
those who resemble them
 Important for model selection
 Attractive models are more persuasive for
some products
Dove’s campaign stresses the everyday
woman..
Jumping to Conclusions
 People tend not to listen to all the information
before making conclusion
 Important to put persuasive arguments first in
advertising
Halo Effect

 Consumers perceive and evaluate multiple

objects based on just one dimension
The halo effect helps new product
categories

The halo effect helps Adidas

break into new product
categories.