1. Chapter 2 Perception
Sensation
The immediate response of our sensory receptors (eyes, ears, nose, mouth & fingers) to the basic
stimuli such as light, color, sound, odor & texture.
Perception
The process by which people select, organize & interpret these sensation.
Sensory stimuli Sensory Receptiors
Sight Eyes
Sounds Ears
Smells Nose Exposure Attention Interpretation
Taste Mouth
Textures Skin
Perception
Sensation
Exposure
When a stimulus comes within the range of someone‟s sensory receptors OR Maximum & minimum
level of sense called exposure e.g. A normal human being see anything the angel 180 degree & hear
any voice 20 MHz to 20,000 MHz .
Attention
Focus of the process.
Interpretation
Assign the meanings.
Hedonic Consumption
The multisensory, fantasy & emotional aspects of consumer‟s interactions with products.
Sensory Marketing
It is new area of marketing where companies pay extra attention to impact of sensation on product
experience. OR Marketing strategies that focus on the impact of sensation on our product experience.
Vision
Smell
Sensory
Hearing
Mraketing
Touch
Taste
1)Vision
Marketers communicate meanings on the visual channel through a product‟s color, size & styling.
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2. Chapter 2 Perception
Trade Dress Some color combinations come to be strongly associated with a corporation that they
become known as company‟s trade dress.
Red color creates feeling of arousal & stimulate appetite.
Blue color creates more relaxing feelings.
Black color is the sign of mourning.
Research suggest that females see color better than males do & men are 16 times more likely to be color
blind.
Scientist & Philosophers talking about the color meanings since the time of Socrates in 5th century B.C.
& Sir Isaac Newton’s observation.
2) Smell
Scent Marketing This form of sensory Marketing is taking interesting turns as manufacturers find new
ways to put scents into products, including men‟s suits, detergents & aircrafts cabins.
3) Hearing
Functional Music such music that is played in stores, shopping malls & offices to either relax or
stimulate consumers.
Stimulus Progression Research shows that workers tend to slow down during midmorning &
midafternoon so Muzak Corporation uses a system that increase the tempo during those slack times &
with the help of this system reduction in absenteeism among factory workers this system is known as
Stimulus Progression.
4) Touch
Haptic(touch) Sense It appears to moderate relationship between product experience & judgment
confidence, conforming the commonsense notion that we‟re more sure about what we perceive when
we can touch it.
Kansei Engineering A philosophy that translates customer‟s feelings into design elements.
5) Taste
Flavor House Our taste receptors obviously contribute to our experience of many products so they
keep busy developing new concoctions to please the changing palates of consumers.
Exposure Subliminal
Perception
(Within the (Outside the
range) range)
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3. Chapter 2 Perception
1) Exposure
When a stimulus comes within the range of someone‟s sensory receptors.
1.1) Sensory Thresholds(Boundaries)It means the boundaries of sensory, mean define the range of
sensory e.g. A normal human being hear any voice 20 MHz to 20,000 MHz.It is the boundary of any
normal human being ears that he can hear the sound minimum 20 MHz & maximum 20,000 MHz if
sound is less than 20 MHz & more than 20,000 MHz it is out of the boundary we can‟t hear this sound.
1.2) Absolute Threshold When we define the lowestminimum intensity of stimulus that can be
registered on a sensory channel e.g. any normal human being ears that he can hear the sound
minimum 20 MHz we speak of it is Absolute Threshold.
1.3) Just Noticeable Difference(J.N.D)The minimum difference we can detect b/w two stimuli is the
Just Noticeable Difference(J.N.D).It is the point where we just notice in problem e.g. we are reading, at
one stage we feel thrust but we ignore it & busy in reading we can see that during reading we can face
a problem what problem?? when we notice it we relay our body feel thrust.This is the initial point of
the our problem(thrust).
1.4) The Differentiate Threshold Ability of a sensory system to detect changes or differences between
two stimuli.
1.5) Weber’s Law This law is presented by a Psychophysicist named by Ernst Weber Ford in 9th
Century.
K= i/I
K=A constant (That can varies across the sense)
I=Change in intensity of stimulus required to produce a j.n.d.
I= Intensity of stimulus where changes occurs.
Note If minimum difference is 20% then we can say that it is Differentiate Threshold.
Subliminal Perception Another word for threshold is Limen(just remember of Sprite) When a stimulus
out of the range of someone‟s sensory receptors or consumers awareness.
Subliminal techniques
Embeds These are tiny figures that are inserted into magazines advertising by using high-speed
photography or airbrushing. These hidden figures usually a sexual nature, supposedly exert strong but
unconscious influences on innocent readers.
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4. Chapter 2 Perception
Subliminal Problems
1) Individual Difference
2) Distance & Position
3) Absolute Attention
4) General
Attention
A) Personal Selection Factor (P.S.F)
B) Stimulus Selection Factor (S.S.F)
A) Personal Selection Factor (P.S.F)
1) Experience The result of acquiring & processing stimulation over time OR Combination of errors.
Perceptual Filter The process of eliminating /filtering the bad experience products from consideration
(features of any product) list. OR It is based on our past experiences influence what we decided to
process.
2) Perceptual Vigilance (Active) Such factors that consumer likely to be aware of stimuli that relate to
their current need. A customer who rarely notices car ads will become very much aware of them when
he/she is in the market of new car.
3) Perceptual defense This is the flip side of perceptual vigilance, it means that people see what they
want to see---and what they don‟t want to see.
Adoption The degree to which consumers continue to notice a stimulus over time.This process occurs
when consumers no longer pay attention to a stimulus because it is so familiar OR The process of
habituate.
Factors lead to adaptors
1) Intensity Light color & soft sounds habituate due to less sensory impact on the other hand dark
color not easily habituate due to strong sensory e.g. in billboards usually used dark colors so that
they can‟t easily habituate.
2) Duration Time period/Attention span of habituate any product.
Less Time Less time of Time period/Attention span.
More Time Moderate Time period/Attention span.
Much More Time Late Time period/Attention span.
3)Discrimination(Prominent, Unique) Simple stimuli habituate because they don‟t require attention
to detail OR Different from routine work e.g. Sprite ads it is near to the reality & unique from there
competitors.
4) Exposure Frequently encountered stimuli habituate as the rate of exposure increase.
5) Relevance
Current need relevant Late habituate
Current need not relevant Early habituate
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5. Chapter 2 Perception
Stimulus Selection Factors
1) Size Bigger is better because
Large billboard More attention
Small billboard Less attention
2) Color is a powerful way to draw attention to a product or to give it a distinct identity. See page 2 for
more detail about color.
3) Position In stores products displayed in front at eye level & in news paper front page advertisement
& left & right side of pages in Urdu & English magazines as well as during watching drama in break if
1st ads is interesting all these are late habituate and win to pay attention.
4) Novelty It means fantasy.Stimuli that appear in unexpected ways or places there will be less
competition attention.These places are back of shopping carts, walls of tunnels, floor of sports
stadiums and even of public restrooms.
Interpretation
Process of assigning meaning on the base of stimulus.
1) Schema The meaning we assign to a stimulus on the base of knowledge, personality, thought,
background & feelings OR An organized collection of beliefs & feelings represented in a cognative
category.
2) Priming Properties of a stimulus that evoke a schema that leads us to compare the stimulus to other
similar ones we encountered in the past.
Stimulus organization
Gestalt It is a German word mean whole, pattern or configuration and we summarize this term as “the
whole is greater than the sum of parts.” OR Whenever we don‟t completely know about something we
don‟t assign meaning about it.
Gestalt principles
1) Closure Principle when we see any incomplete things we try to complete it. Marketers deliberately
do this so that they pay attention of the consumers.
2) Principle of Similarity Try to linked the same things e.g. Green color is adopted by the Superior
Groups of College when we see green color our mind directly linked it with Superior due to green
color.
3) Figure –ground Principle It is states that one part of the stimuli will dominate (figure) & the other
parts recede into the background (the ground)
Background Dull
4 ground(Logo, brand,….) Prominent
The eye of the Beholder
It is a process of “seeing what you want to see”
Semiotics
Science of symbols mean how we convey our message by using signs….
Stimuli=Text + Symbols (Signs)
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6. Chapter 2 Perception
Three basic components of Semiotics
1) Object It is a semiotics term, is the product that is focus of the image e.g. Lux soap.
2) Sign Sensory image that represent the intended meaning of the object e.g. Iman Ali in Lux ads.
3) Interpretant The meaning that derived from sign or symbol e.g. in Lux ads interpretant is Beauty.
Signs are related to objects in 3 ways
Icon It is a sign that resembles the product in some way.
Index It is sign that is connected to a product because they share some property.
Symbols It is sign that is related to a product through either conventional or agreed association.
Hyperreality The process of create initially simulation/artificial personality then become a part of real
life.
Perceptual positioning
Perceptual Map A vivid way to paint a picture of where products or brands are located in consumer‟s
mind.
Positioning Strategies An organization „s strategies that use of elements in the marketing mix to
influence the consumer‟s interpretation of a product‟s.
1) Lifestyle(Only uses branded products e.g. Blackberry, Nikon …)
2) Price leadership(Provide maximum value within minimum price e.g. Gourment Bakery..)
3) Attributes(Quality, Style, Feature & Design)
4) Product class(Food items & non-food items are two class & each class further divided into sub
classes)
5) Competitors
6) Occasions(Pepsi in Cricket World Cup, Coca Cola in Basant)
7) Users
8) Quality
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