消费者行为05.Consumerperception.ppt

1、Chapter 5 Consumer Perception,Chapter Outline,Elements of Perception Aspects of Perception Selection Organization Interpretation,Perception,The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us

2、,Sketchers,Elements of Perception,Sensation Absolute threshold Differential threshold Subliminal perception,Sensation,The immediate and direct response of the sensory organs to stimuli A stimulus is any unit of input to any of the senses. The absolute threshold is the lowest level at which an indivi

3、dual can experience a sensation.,An Overview of the Perception Process,Figure 2.1,Differential Threshold,Minimal difference that can be detected between two similar stimuli Also known as the just noticeable difference (the j.n.d.),Webers Law,The amount of change that is necessary to be noticed is sy

4、stematically related to the intensity of the original stimulus The stronger the initial stimulus, the greater a change must be for it to be noticed. Mathematically: K = A constant (varies across senses) i = The minimal change in the intensity required to produce j.n.d. I = the intensity of the stimu

5、lus where the change occurs,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 consumers,Marketing Applications of the JND,For pri

6、ce increases, keep price increases _ the JND For discounts, discounts must _ the JND to be effective Decreasing product size, the size decrease should be _ than the JND Increasing product size, increase must be _ than the JND,Campbells Soup has been gradually modifying its label for the last 125 yea

7、rs. The 1999 new cans feature photos of actual soup in the bowl but the design retains the distinctive red-and-white colors.,Aspects of Perception,Selection,Organization,Interpretation,Aspects of Perception,Selection,Organization,Interpretation,Perceptual Selection,Consumers subconsciously are selec

8、tive as to what they perceive.,Perceptual Selection,Selective Exposure Selective Attention,Consumers seek out messages which: Are pleasant They can sympathize Reassure them of good purchases,Concepts,Perceptual Selection,Selective Exposure Selective Attention,Heightened awareness when stimuli meet t

9、heir needs Consumers prefer different messages and medium,Concepts,Aspects of Perception,Selection,Organization,Interpretation,Organization,Figure and ground Grouping Closure,People tend to organize perceptions into figure-and-ground relationships. The ground is usually hazy. Marketers usually desig

10、n so the figure is the noticed stimuli.,Principles,Lacostes campaign uses a very plain ground so the symbol really shows.,weblink,Figure-ground Principle,This billboard for Wrangler jeans makes creative use of the figure-ground principle.,Organization,Figure and ground Grouping Closure,People group

11、stimuli to form a unified impression or concept. Grouping helps memory and recall.,Principles,Organization,Figure and ground Grouping 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

12、 complete,Principles,Illustration of the Closure Principle,People participate in this J&B ad by mentally filling in the gaps,Aspects of Perception,Selection,Organization,Interpretation,Interpretation,Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect,Positive attri

13、butes of people they know to those who resemble them Attractive models are more persuasive for some products,Perceptual Distortion,Interpretation,Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect,People hold meanings related to stimuli Stereotypes influence how st

14、imuli are perceived,Perceptual Distortion,Interpretation,Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect,First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive,Perceptual Distortion,Interpretation,

15、Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect,People tend not to listen to all the information before making conclusion Important to put persuasive arguments first in advertising,Perceptual Distortion,Interpretation,Physical Appearances Stereotypes First Impressions Jumping to Conclusions