CHAPTER 3 - W5 CONSUMER PERCEPTION Flashcards
is the process by which people select, organize, and interpret sensations i.e., the immediate response of sensory receptors such as eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, colour, Oduor, texture, and sound. anything that activities a receptor is called a stimulus ex, the person sees that number is 6 and the other person says it’s number 9 but in fact, they’re both correct.
perception
the immediate response of sensory receptors such as eyes, ears, nose, mouth, and fingers to such basic stimuli as light, colour, Oduor, texture and sound anything that activities a receptor is called a _____________
stimulus
3 process of perception
- EXPOSURE
- ATTENTION
- INTERPRETATION
- occurs when a stimulus comes
within the range of someone’s
sensory receptors sight, smell, or touch.
EXPOSURE
- REFERS TO THE EXTENT TO WHICH PROCESSING ACTIVITY IS DEVOTED TO A PARTICULAR STIMULUS.
ATTENTION
- refers to the meaning that we assign to sensory stimuli.
INTERPRETATION
____________________________
examples: KitKat chocolate
(much bigger)
KitKat break chocolate
(less big)
It is the difference between two stimuli, and it is based on the relative intensity of the first stimulus. The minimum level of stimulation that a person can detect is 50% of the time.
application of perception
(PERCEPTUAL ORGANIZATION)
enumerate (5)
- GESTALT PSYCHOLOGY
- GESTALT PERSPECTIVE
- CLOSURE PRINCIPLE
- PRINCIPLE OF SIMILARITY
- FIGURE-GROUND PRINCIPLE
what kind of organization?
Our brains tend to relate incoming sensations to others already in memory.
Refers to the way information is received by our senses and interpreted to make it meaningful
PERCEPTUAL ORGANIZATION
_________________
A school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.
GESTALT PSYCHOLOGY
_____________________
Provides several principles relating to the way our brains organize stimuli
GESTALT PERSPECTIVE
_____________________
People tend to perceive an incomplete picture as complete.
CLOSURE PRINCIPLE
_______________________
Consumers tend to group together objects that share similar and physical characteristics
PRINCIPLE OF SIMILARITY
_________________________
One part of a stimulus will dominate the figure, and other parts recede into the background (the ground)
FIGURE-GROUND PRINCIPLE
2 types of sensory system
- sensory system
- sensation
is responsible for detecting and processing sensory information
from the environment and converting it into electrical signals that can be
interpreted by the brain.
Sensory System
- a physical feeling or perception resulting from something that
happens to or comes into contact with the body.
Sensation
identify 5 SENSORY SYSTEM
- sight
- hearing
- touch
- taste
- smell
_______ - communicate meanings on the
visual channel through a product’s color,
size, and styling.
Sight
________- linked to emotions and
feelings and the sense impacts
brand experiences and
interpretations.
Hearing
______ - sensations that reach the
skin.
Touch
_______ - our taste receptors obviously
contribute to our experience of many
products.
Taste
_______ - smell, good or bad (i.e. aroma or
odor), can stir up emotions or create a
calming effect.
Smell
People can form different
perceptions of the same stimulus
due to three perceptual
processes notably selective
attention, selective distortion, and
selective retention.
PERCEPTUAL DISTORTION
3 Stages of Perception Process
- Selective Attention
- Selective Distortion
- Selective Retention
___________________ - the tendency of people to
screen out most of the information to which
they are exposed.
Selective Attention
_______________ - the lack of correspondence between the way a stimulus is commonly perceived and the way an individual perceives
under the given conditions or circumstances.
Selective Distortion
_______________- consumers are likely to remember good points made about competing
brands.
Selective Retention
The __________ was first identified in 1920 by American psychologist, Edward Thorndike. The concept describes how an overall impression shapes specific judgments.
halo effect
_____________ - a type of cognitive bias in which our overall impression of a person influences how we feel and think about their character.
Halo effect
CONCEPTS UNDERLYING PERCEPTION
enumerate (3)
- SENSORY THRESHOLD
- WEBER’SLAW
- SUBLIMINAL PERCEPTION
___________________
- The lowest intensity of a stimulus
that can be registered on a sensory
channel (whether sight or sound).
SENSORY THRESHOLD
____________________
the minimum amount of
stimulation that can be detected
on a given sensory channel.
ABSOLUTE THRESHOLD
______________________
the ability of a sensory system to detect changes or differences between two stimuli.
DIFFERENTIAL THRESHOLD
______________, a nineteenth-century
psychophysicist found that the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.
Ernst Weber
Ernst Weber, a nineteenth-century
________________ found that the amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus.
psychophysicist
Ernst Weber, a nineteenth-century
psychophysicist found that the amount of change required for the perceiver to notice a change is systematically related to the ____________________________________.
intensity of the original stimulus
Consumers practice a form of “__________________,” picking and choosing among
stimuli to avoid being overwhelmed.
psychic economy
Ernst Weber, a nineteenth century
psychophysicist, found that the amount of
change required for the perceiver to notice
a change is systematically related to the
intensity of the original stimulus.
Consumers practice a form of “psychic
economy,” picking and choosing among
stimuli to avoid being overwhelmed.
concepts underlying perception under what?
weber’s law
________________ refers to the ability to
perceive a stimulus that is below the level of
conscious awareness. The concept holds
that a brief exposure of a message would
cause people to experience a sudden
mysterious desire to act.
SUBLIMINAL PERCEPTIONS
8 - FACTORS INFLUENCING PERCEPTION
- DURATION
- RELEVANCE
- INTENSITY
- EXPOSURE
- DISCRIMINATION
- NOVELTY
- POSITION
- COLOR
Stimuli that require relatively lengthy exposure in order to be processed habituate.
DURATION
Stimuli that are irrelevant or unimportant tend to habituate because they fail to attract attention.
RELEVANCE
Less-intense stimuli (e.g., soft sounds or dim colors) habituate because they have less sensory impact.
INTENSITY
Frequently encountered stimuli habituate as the rate of exposure increases.
EXPOSURE
Simple stimuli habituate because they do not require attention to detail.
DISCRIMINATION
Stimuli that appear in unexpected ways or places tend to grab our attention.
NOVELTY
We stand a better chance of noticing stimuli that are in places we are more likely to look.
POSITION
It is a powerful way to draw attention to a product or to give it a distinct identity.
COLOR
CONSUMER IMAGE AND MARKETING PERCEPTION
enumerate (3)
- semiotics
- perceptual mapping and product positioning
- brand
identify the 3 semioticss
- icon
- index
- symbol
The study of the correspondence between signs and symbols and their roles in
how we assign meanings.
- SEMIOTICS
A sign that resembles the product in some way.
ICON
A sign that is connected to a product because they share some property.
INDEX
A sign that relates to a product by either conventional or agreed-on associations.
SYMBOL
Our perception of a brand comprises both its functional attributes
(e.g., its features, price, etc.) and its symbolic attributes
(its image and what we think it says about us when we use it).
PERCEPTUAL MAP
Coca-Cola is a brand
known for a product best
used at the time of
happiness, joy, and good
experience
brand identity
McDonald’s has an image
of an inexpensive brand
that serves the food very
quickly.
brand image
The impression of a product held by real or
potential consumers. It refers to how audiences
perceive your brand and how customers feel
about their experience with you.
BRAND
BRAND IDENTITY VS. BRAND IMAGE
-language tone
-aesthetic style
-logo
-tagline
BRAND IDENTITY
BRAND IDENTITY VS. BRAND IMAGE
-emotion
-reputation
-impression
-belief
BRAND IMAGE
perception of risk (3)
perception of risk
functional risk
psychosocial risk
_______________________
Many marketers view
their products or services
as bundles of attributes,
consumers tend to
think about them in
terms of consequences.
PERCEPTION OF RISK
___________________
Concrete outcomes of
product/service usage
that are tangible and
directly experienced by
consumers.
FUNCTIONAL RISKS
________________________
Abstract outcomes that
are of an intangible
nature and therefore
more subjective.
PSYCHOSOCIAL RISK
FIVE BASIC KINDS OF RISK:
- MONETARY OR FINANCIAL RISK
- FUNCTIONAL RISK
- SOCIAL RISK -
- PSYCHOLOGICAL RISK
- PHYSICAL RISK
_____________________
This is mostly related to money and property.
MONETARY OR FINANCIAL RISK
*_______________- Relates to alternative means of performing the function or
meeting the need. Practical consumers are the most sensitive.
FUNCTIONAL RISK
______________ - It is closely linked to self-esteem and confidence. Those who are insecure and uncertain are most sensitive.
SOCIAL RISK
________________ - It is similar to social risk, but consists of affiliations
and status. Those lacking respect or attractiveness to peers are most
sensitive.
PSYCHOLOGICAL RISK
- ________________ - This is concerned with the aspect of physical vigour, health, and vitality.
PHYSICAL RISK
RISK REDUCTION STRATEGIES ADOPTED BY _____________
CONSUMERS
Seeking information, continuing with the same brand, going by brand image, storing image, buying most expensive product. Seeking reassurance.
RISK REDUCTION STRATEGIES ADOPTED BY CONSUMERS
______ may be perceived in any or all parts of the initial choice alternatives whether choice of product, brand, store, or distribution channel (including conventional, bricks-and-mortar shopping, home or online shopping). The perceived risk level is a product of the degree of uncertainty and the extent of the consequences that would result from a “wrong decision” . In considering risk reduction, word of mouth (WOM) communication plays an important role in reducing consumer risk perceptions of product performance to a greater extent than any other information sources in e-commerce
Risk
RISK REDUCTION STRATEGIES ADOPTED BY CONSUMERS
Risk may be perceived in any or all parts of the initial choice alternatives whether choice of _______, _________, ________, or _________________ (including conventional, bricks-and-mortar shopping, home or online shopping). The perceived risk level is a product of the degree of uncertainty and the extent of the consequences that would result from a “wrong decision” . In considering risk reduction, word of mouth (WOM) communication plays an important role in reducing consumer risk perceptions of product performance to a greater extent than any other information sources in e-commerce
product, brand, store, or distribution channel
The stimuli we perceive are often ambiguous perhaps due to our interpretational biases. It is up to us to determine the meaning based on our past experiences, expectations, and needs.
MAKING SENSE OF OUR SENSES
