Learning Objectives

1. To Understand the Sensory Dynamics of

Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of
Consumer Imagery and Their Strategic
Applications.

2
Sensation and Perception
 Perception is the process by
which sensations are selected,
organized, and interpreted.
 Perception is all about
consumers’ subjective
understandings and not
objective realities.
Elements of Perception
 Sensation
 Absolute threshold
 Differential threshold
 Subliminal perception
 Sensory Input
Sensory input by itself does not produce or explain the coherent
picture of the world that most adults possess. Raw sensory input is
processed selectively based on other stimuli from the external
environment and internal factors like expectations and motives.

The study of perception is largely the study of what we

subconsciously add to or subtract from raw sensory inputs to
produce our own private picture of the world.

Sensation is the immediate response of our sensory receptors

(eyes, ears, nose, mouth, and fingers) to basic stimuli (light,
color, sound, odor, and texture).

Sensory receptors are the human organs (the eyes, ears, nose, mouth,
and skin) that receive sensory inputs.
Marketers use impact of sensations on consumers’
product experiences
Do Sensory perception is culturally specific ?
Discussion Question
Heinz EZ Squirt in the following colours:
Blastin’ Green
Funky Purple
Orange
Teal
Pink
Blue

What sensory perception is Heinz trying to

appeal to? What do you think about
acceptance of this product to consumers?
Why or why not?
 Scents

https://www.youtube.com/watch?v=uX4Evn
vzj1w

It took the newspapers and Johnson &

Johnson India almost a month to work
out Wednesday’s baby smell
campaign.
 Sensory Thresholds
The amount of strength and intensity that a stimulus must possess so as to get noticed
by one’s sensory receptors.

The absolute threshold is the lowest level at which an individual can experience a
sensation
Absolute
Subliminal threshold Terminal
threshold threshold

• People can perceive stimuli without being consciously aware that they are doing so.
• Stimuli that are too weak or too brief to be consciously seen or heard

• Sensory adaptation (“getting used to” certain sensations)

-Marketers care because consumers stop paying attention to their communications when
they adapt to them.
• Placing ads in places where consumers can not avoid them & experiential marketing
• Advertising by using media different from what is expected.

peugeot air bag

 https://www.youtube.com/watch?v=KEGpYJWDBE0
Differential Threshold
 The ability of a sensory system to
detect changes or differences
between two stimuli
 Minimum difference between
two stimuli is the j.n.d. (just
noticeable difference)
 Example: packaging updates
must be subtle enough over time
to keep current customers
 Differential Threshold
(Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected
between two similar stimuli
• Weber’s law
– The j.n.d. between two stimuli is not an
absolute amount but an amount relative to the
intensity of the first stimulus
– The stronger the initial stimulus, the greater
the additional intensity needed for the second
stimulus to be perceived as different.
 Marketing Applications
of the J.N.D.
• Marketers 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 Betty Crocker s a brand name and
consumers trademark of General Mills
 Perceptual Selection

Selection Depends Upon:

Nature of the • Includes the product’s physical attributes,
package design, brand name, advertising
stimulus and more…

• Based on familiarity, previous experience

Expectations or expectations.

Motives • Needs or wants for a product or service.

STIMULUS SELECTION FACTORS
 Characteristics of the stimulus itself are important
Stimuli that differs or contrasts is more likely to be noticed
 SIZE: Larger ad in magazine is noticed.Is larger always better?
 COLOUR: What colours attract?
 POSITION: What position on shelf, what position in magazine?
 BOLD: Headline- does it stand out; italics; font
 NOVELTY: Is it in an unexpected place?
 Perceptual Selection-Important Concepts
Selective Selective Perceptual Perceptual
Exposure Attention Defense Blocking
• Consumers • Heightened • Subconsciously
seek out awareness screening out • Consumers
messages when stimuli of stimuli avoid being
which: meet their which are bombarded by:
needs threatening, • Tuning out
• Are pleasant
• Consumers even though • TiVo
• They can exposure has
prefer different • Ad Block
sympathize taken place
messages and software
• Reassure medium
them of good
purchases

Nescafe ad-two foldable paper

mugs in branded newspapers
with coffee powder in those
cups. Reader could just add
some hot water and enjoy their
morning coffee, with someone
they are sharing that particular
moment with.
13
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.
Application of the
Figure-Ground Principle
 Organization
• The term “figure” refers
Principles to the promotional
message and “ground”
• Figure and represents the
environment or context
ground
within which the figure
• Grouping appears.
• Closure • The ground is usually
hazy. Marketers usually
design so the figure is
the noticed stimuli.
• Product Placement
Some examples
 Organization

Principles

• Figure and • People group

ground stimuli to form a
• Grouping unified impression
• Closure or concept.
• Grouping helps
memory and recall.
 Organization

Principles • People have a need for

closure and organize
• Figure and perceptions to form a
ground complete picture.
• Grouping • Will often fill in
• Closure missing pieces
• Incomplete messages
remembered more
than complete
Principle of Closure

 This Land Rover ad illustrates the use of the principle of

closure, in which people participate in the ad by mentally
filling in the gaps in the sentence.
Interpretation
 Stereotypes-People carry biased pictures in
their minds of the meanings related to stimuli
 Physical Appearances-Positive attributes of
people they know to those who resemble them
 First Impressions
 Descriptive terms
 Halo Effect-Consumers perceive and evaluate
multiple objects based on just one dimension
Applications of Perception
concept
• Perceptual mapping
• Perceived Price and Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Reference prices – used as a basis for comparison in
judging another price. -Internal -External
• User Imagery
• Product imagery
• Perceived risks
• Perception of colours…..and many more
 Perceived Risk
• The degree of uncertainty perceived by the
consumer as to the consequences (outcome) of a
specific purchase decision
• Types
– Functional Risk
– Physical Risk
– Financial Risk
– Social Risk
– Psychological Risk
– Time Risk
How Consumers Handle Risk
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