2-1

2-1

Chapter
Chapter
22
Perception
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2-2

“Perception
“Perception is
is
Reality”
Reality”
Louis
Louis Cheskin
Cheskin
 2-3
2-3
Are
Are The
The Center
Center Circles
Circles the
the Same
Same
Size?
Size?
 2-4
2-4
Are
Are the
the Purple
Purple Lines
Lines Bent
Bent or
or
Straight?
Straight?
 2-5
2-5
A
A Sax
Sax Player
Player or
or aa Woman’s
Woman’s
Face?
Face?
 2-6
Sensation
Sensation and
and
2-6

Perception
Perception
• Sensation
– Refers to the immediate response of our
sensory receptors (eyes, ears, nose, mouth,
fingers) to such basic stimuli as light, color,
and sound.
• Perception
– Process by which these sensations are
selected, organized, and interpreted.
– People only process a small amount of
information (stimuli).
– An even smaller amount is attended to and
given meaning.
 2-7
The
The Perception
Perception
2-7

Process
Process
STIMULI or SENSORY INPUTS

Sensation
Sensation

Exposure
Exposure Attention
Attention Interpretation
Interpretation

Meaning
Meaning

Response
Response

Perception
Perception
Sensory
Sensory Systems
Systems
2-8
2-8

Vision • Visual Elements in Advertising,

Vision Store Design and Packaging.

• Odors Can Stir Emotions or Create

Smell
Smell Feelings Such as Happiness/ Hunger.

• Research Has Analyzed Effects of :

Sound
Sound Background Music & Speaking
Rates
• Shown to Be a Factor in Sales
Touch
Touch Interactions.

• Ethnicity Affects Taste Preferences.

Taste
Taste
 2-9
Exposu
Exposu
2-9

re
re
• Degree to which people notice a stimulus that
is within range of their sensory receptors.

• Consumers:
– Concentrate on some stimuli,
– Are unaware of others,
– Even go out of their way to ignore some messages.

• Pychophysics - Science that focuses on how

the physical environment is integrated into our
personal, subjective world.
 2-10
Sensory
Sensory
2-10

Thresholds
Thresholds
Lowest Intensity of a Stimulus That
Consumers are Capable of Perceiving:

Absolute
AbsoluteThreshold
Threshold Differential
Differential Threshold
Threshold
refers
refersto
to the
the refers
referstoto the
theability
ability
minimum
minimum amount
amount of
ofaasensory
sensorysystem
system
of
of stimulation
stimulationthat
that to
todetect
detect changes
changes or or
can
can be
be detected
detectedonon differences
differencesbetween
between
aasensory
sensory channel.
channel. two
two stimuli.
stimuli. (j.n.d.-
(j.n.d.-
Just
Just Noticeable
Noticeable
Marketing
Marketing Stimuli
Stimuli Difference
Difference&&
Weber’s
Weber’sLaw)Law)
2-11
2-11
 2-12
Subliminal
Subliminal
2-12

Perception
Perception Subliminal Perception

Embeds Occurs When The Stimulus Is

Embeds
Tiny
TinyFigures
Figuresin
inPrint
Print
Below The Level Of The
Advertising
Advertising Consumer’s Awareness.

Auditory Messages
Messages on Sound
Recordings Subliminal
Subliminal Techniques
Techniques

Low-Level Auditory
Stimulation
Threshold Messaging
 2-13
Does
Does Subliminal
Subliminal Perception
Perception
2-13

Work?
Work?
Threshold
Threshold Distance
Distance and
and
Differences
Differences Position
Position Control
Control

Influence
Influence of
of Subliminal
Subliminal Messages
Messages

Viewing
Viewing Generalized
Generalized
Attention
Attention Control
Control Effect
Effect
 2-14
Attentio
Attentio
2-14

nn
• Refers to the extent to which processing
activity is devoted to a particular stimulus.

• Consumers often suffer Sensory Overload,

exposure to far more information than they
are capable of or willing to process.

• Example: More than 6000 TV commercials

are run each week.
Perceptual
Perceptual Selection
Selection
2-15
2-15

Perceptual Selection Means that People Pay Attention to

Only a Small Portion of Stimuli to Which They Are
Exposed.

How do Consumers Choose What to Pay

Attention To?

Experience
Experience
Result
Result of
of Acquiring
AcquiringInformation
Information Over
Over Time
Time
Perceptual
Perceptual Filters
Filters
Past
Past Experiences
ExperiencesInfluences
InfluencesWhat
WhatWe
WeDecide
Decideto
toProcess
Process

Perceptual
Perceptual Perceptual
Perceptual Adaptation
Vigilance Defense Adaptation
Vigilance Defense
Adaptation
2-16

Adaptation
2-16

Intensity
Intensity

Factors
Leading to
Relevance
Relevance Adaptation Duration
Duration

Exposure
Exposure Discrimination
Discrimination
 2-17
Perceptual
Perceptual
2-17

Selection
Selection
How do Consumers Choose What to Pay
Attention To?
Stimulus Selection Factors

Size
Size Create Contrast so That
Stimuli is More Likely to Be
Noticed.
Color
Color Remember Weber’s Law.

Position
Position

Novelty
Novelty
 2-18
Interpretati
Interpretati
2-18

on
on• Refers to the meaning that we assign to sensory
stimuli.

• Consumers assign meaning to stimuli based on

Schema, or set of beliefs, to which the stimuli is
assigned.

– The schema will determine what criteria will be

used to evaluate the:
– product,
– package,
– message.
 2-19
Interpretati
Interpretati
2-19

on
on• Semiotics: The Symbols Around Us
– The study of how consumers interpret the meanings of
symbols
» Object
» Sign
» Interpretant
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2-20

Semioti
Semioti
cs
cs
 2-21
Stimulus
Stimulus
2-21

Organization
Organization
The Gestalt Perspective (Summarized as “The Whole is
Greater Than the Sum of It’s Parts) Provides Several
Principles Relating to the Way Stimuli Are Organized:

Closure Principle Principle

Principleof
ofSimilarity
Similarity
People Tend to Perceive Consumers
ConsumersTend
Tendto toGroup
Group
an Incomplete Picture as Objects
ObjectsThat
ThatShare
ShareSimilar
Similar
Whole. Physical
Physical
Characteristics.
Characteristics.
Figure-Ground
Figure-GroundPrinciple
Principle
One
OnePart
Partofofthe
theStimulus
StimulusWill
Will
Dominate
Dominate(the
(theFigure)
Figure)While
While
Other Parts Recede Into
Other Parts Recede Into
the
theBackdrop
Backdrop
(the
(theGround)
Ground)
 2-22
Perceptual
Perceptual
2-22

Positioning
Positioning
Positioning Strategy Uses Elements of the Marketing Mix
to Influence the Consumer’s Interpretation of It’s Meaning.

Quality
Quality Lifestyle
Lifestyle

Users
Users Price
Price Leadership
Leadership
Positioning
Dimensions
Occasions
Occasions Attributes
Attributes

Competitors
Competitors Product
Product Class
Class
 2-23
Repositioni
Repositioni
2-23

ng
ng Repositioning Occurs When a Brand’s
Original Market Position is Modified
Because:

Current Brand is “Cannibalizing”

Other Brands in Product Line.

Too Many Competitors Are

Stressing the Same Attribute.

Original Market Evaporates or

Is Unreceptive to the Offering.