Consumer Perception

Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

Elements of Perception
Absolute threshold Sensation

Differential threshold

Perception
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Elements of perception :Sensation

Sensation is the immediate & direct response of the sensory organs to stimuli. A stimulus is a single input of any of the senses. Human beings have sensory receptors called sensory organs. They are: Eyes: for sights & seeing, Ears: for sounds & hearing, Nose: for smells & smelling, Tongue: for tastes & tasting, Skin: for textures, touch & feeling,
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Differential Threshold or j.n.d

The minimal difference that can be detected between two similar stimuli

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

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

Subliminal Perception
An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly perceived psychologically, but not consciously. Perception of very weak or rapid stimuli received below the level of conscious awareness.
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Sublimal Perception- Characterstics

Perception of stimuli without awareness Need of attention. Influence over consumer behaviour. Types: Visual Auditory

Examples.

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

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Perceptual Selection
Conscious and unconscious screening of stimuli 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 tendency of a consumer to pay attention only to messages that address a need or interest or are consistent with the consumer's attitudes, opinions, and beliefs.

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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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