Consumer Behaviour Perception

Presented To: Dr. Pragya Awasthi

Presented by: Anvita Misra Preeti Juneja Sandeep Kumar Trimester 4 Section B

 WE DONT SEE THINGS AS THEY ARE, WE SEE THINGS AS

WE ARE.

Flow of Presentation
What is Perception? Elements of Perception. Sensation Absolute Threshold Differential Threshold Subliminal Threshold Aspects of Perception. Selection Organization Interpretation

Perception
Interpretation of Reality

Ability to see, hear, or become aware of something through senses.

Selection, Organization and Interpretation of a stimuli into a meaningful and coherent picture of the world. Based on Awareness. Understanding. Personal Experience.

We see one or the other of two cubes, but really, there is no cube at all, only a two-dimensional drawing of twelve lines.

You can see a white vase as figure against black background, or two black faces on a white background.

What do you see?

Elements of Perception
Sensation The Absolute Threshold The Differential Threshold Subliminal Perception

Sensation
Detecting physical energy in environment and encoding it as neural signals. Neurons transmit the information from the sense organ to the brain. Sensory Receptors Eyes Ears Nose Mouth Skin

Absolute Threshold
The lowest level at which an individual can experience a sensation. Orange Juice: One tablespoon? Two tablespoon? Three tablespoon? Watching TV while roommate is sleeping: Volume?

Apple Computer once bought all the advertising space in an issue of Newsweek magazine to ensure that readers would note its ads from time to time.

 There must exist a degree of difference between two stimuli before the difference can be detected.
Also known as Just Noticeable Difference. Webers Law: States that the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as difference. A student entering late in the class: - 9.03 : Late? - 9.05 : Late? - 9.10 : Late? - 9.15 : Late!!!

Differential Threshold

 Mc Donalds once increased the size of its regular hamburger patty by 25%, but left the price same, hoping that the consumers would notice the change.

Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Slow-paced music in supermarkets is often associated with more customers moving around at slower pace that may result in more time for purchase and trials boosting overall sales.

 Advertisement for 1/3000 of a second every five seconds over a movie. Coke sales increased 58% and popcorn sales rose 18%.

Aspects of perception
Perception is the result of 2 types of inputs:
1. Physical stimuli: from the outside environment 2. Expectations, motives and learning of individuals.

Perceptual selection
Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment (stimuli) they perceive. Selection of stimuli depends on two factors: Consumers previous experience as it affects their expectations Their motives.

1. 2. 3. 4. 5.

Intense stimuli often attract your attention: Bright colors or lights Loud or piercing sounds Strong odors or scents Spicy, salty or sweet flavors Hot surfaces or painful contact

Advertisements using typography as a tool

Packaging

A Change or CONTRAST in stimuli will often catch your attention.

Few concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

 Selective exposure: consumers select what they want to expose themselves to based on their beliefs, attitudes, values, and expectations. Ex: tennis game Selective attention: consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest. Ex: graphic designer

 Perceptual defense: Consumers subconsciously screen out stimuli that they find psychologically threatening even though exposure has already taken place.

Perceptual blocking: Consumers protect themselves from being bombarded with stimuli by simply turning out- blocking such stimuli from conscious awareness.

Perceptual organization
Consumers select stimuli and organize them into groups and perceive them as a whole. Principles of theory: Figure and ground Grouping Closure

Figure and ground

Stimuli that contrast with their environment are more likely to be noticed.

Grouping
Individuals tend to group stimuli so that they form a unified picture or impression. The perception of stimuli as groups or chunks of information rather than as discrete bits of information.

Closure
Individuals express the need by organizing their perceptions so that they form a complete picture. Incomplete messages or tasks are better remembered than completed ones.

Perceptual interpretation
The interpretation of stimuli is uniquely individual as it is based on what individuals expect to see In light of their previous experiences.
Concepts: Stereotypes Physical appearance Halo effect

Stereotypes

Stereotypes

Physical appearance

Culture and interpretation

Bibliography
http://www.scribd.com/doc/33861725/Perceptual-Organization http://www.wisc-online.com/objects/ViewObject.aspx?ID=OIC2901 http://www.toptenz.net/top-10-controversial-print-ads.php

Thank you!!