Topic 5 - Consumer Perception Flashcards
What is perception?
Is the process by which an individual select, organise and interpret stimuli into meaningful and coherent picture of the world
Name the 5 sensory exposure
SSSTT
Sight Sound Smell Taste Touch
What is Absolute threshold? And what is the solution to it?
Is the lowest level at which an individual can experience a sensation
AT increases over time resulting in sensory adaptation - individuals get used to certain level of stimuli
solution: experiential marketing
What is Just Noticeable Difference?
JND is the minimum difference that can be detected between 2 similar stimuli
What is the Weber’s Law?
The webers law says that the stronger the initial stimulus, the greater the intensity needed for the 2nd stimulus to be perceived as different
: reduce product size, increase price
product improvement, reduce price
What are the 3 influencing factors under Perceptual Selection?
SOM
Strength of stimuli: stronger stimuli tend to be selected (larger visual, loud music, contrasting colours)
Out of Expectation: stimuli that are out of consumers expectation tend to be selected > ambush marketing
Motivation: stimuli that corresponds to consumer unfulfilled needs tend to be selected
What are the 3 Gestalt Psychology?
FCG
Figure and ground: used to group stimuli and highlight important element of brand/product
Closure: individuals consciously or subconsciously fill in missing pieces to make a complete image
Grouping: association and placement of products
What is Perceptual Interpretation?
Interpretation differs by individuals, influenced by previous experience, motivation or interest at the time of perception
Marketing application for perceptual interpretation?
- avoid bias from negative stereotypes
- leverage on positive stereotypes to strength branding
eg:
physical appearance: good looking product design, packaging, model, service personnel implies good product quality
halo effect: because one good attribute is good, everything about the brand is good (apple)
