Schiff cb ce_05

Chapter 5
Consumer Perception
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.

Copyright © 2006 Pearson 5-2
Opening Vignette
 Good Carbs, Bad Carbs
– Pasta, white bread, beer are ‘bad carbs’
 Beer is perceived as high in bad carbs
– Only 11 to 17 gms per bottle
– Consumers overestimate carbs in beer
– Perceptions have to change
– Labatt’s campaign
– http://www.labatt.ca

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

Elements of Perception
Elements of Perception
Absolute threshold
Differential threshold
Differential threshold

Sensation
The immediate and direct response
of the sensory organs to stimuli.
A perfectly unchanging
environment provides little to no
sensation at all!

Differential Threshold or j.n.d
The minimal difference that can be
detected between two similar
stimuli

Weber’s Law
the stronger the initial stimulus, the
greater the additional intensity
needed for the second stimulus to
be perceived as different

Marketing Applications
of the JND
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

Subliminal Perception
Perception of very weak or rapid
stimuli received below the level of
conscious awareness
http://www.thoughtscan.com/

Subliminal Perception
1957: Drive-In Movie Theater
1974: Publication of Subliminal
Seduction
1990s: Allegations against Disney
http://www.snopes.com/business/hid
den/popcorn.htm

Is Subliminal Persuasion
Effective?
Extensive research has shown no
evidence that subliminal
advertising can cause behaviour
changes
Some evidence that subliminal
stimuli may influence affective
reactions

Aspects of Perception
Selection
Organization
Interpretation

Perceptual Selection
Conscious and unconscious
screening of stimuli

Perceptual Selection
Depends on three major factors
–Consumer’s previous experience
–Consumer’s motives
–Nature of the stimulus

Concepts Concerning Selective
Perception
GestaltGestalt
PsychologyPsychology
 Selective Exposure
 Selective Attention
 Perceptual Defense
 Perceptual Blocking

Perceptual Selection – Cont’d
Selective exposure
–Consumers actively choose stimuli
that they want to see
Selective attention
–Consumers decide how much
attention they will pay to a stimulus

Perceptual Selection – Cont’d
Perceptual defence
–Consumers screen out
psychologically threatening stimuli
Perceptual blocking
–‘tuning out’ of stimuli

Principles of Perceptual
Organization
Figure and ground
– Definition of figure depends on the
background
Grouping
– Information is organized into chunks
Closure
– Incomplete stimuli create tension

Influences of Perceptual Distortion
Physical Appearances
Stereotypes
First Impressions
Jumping to Conclusions
Halo Effect

Issues In Consumer Imagery
Product Positioning and
Repositioning
Perceived Price
Perceived Quality
Price-Quality Relationship
Perceived Risk

Positioning
 Establishing a specific image for a
brand in relation to competing brands

Positioning Techniques
 Umbrella Positioning
 Positioning Against Competition
 Positioning Based on a Specific Benefit
 Conveying a Product Benefit
 Taking an Un-owned Position
 Positioning for Several Positions
 Repositioning

Perceptual Mapping
 A research technique that enables marketers
to plot graphically consumers’ perceptions
concerning product attributes of specific
brands.

Research Insight
Attribute-based approach
–Identify attributes that consumers
use
–Rate brands on these attributes
–Identify ideal level of these attributes

Research Insight

Internet Insight
Non-attribute-based approach
–List all brands; identify all pairs
–Arrange pairs in order of similarity
–Identify underlying dimensions

Research Insight

Pricing Strategies Focused on
Perceived Value
Satisfaction-based Pricing
Relationship Pricing
Efficiency Pricing

Issues in Perceived Price
Reference prices
–Internal
–External
Tensile and objective price claims

Tensile and Objective
Price Claims
 Evaluations least
favorable for ads stating
the minimum discount
level
 Ads stating maximum
discount levels are
better than stating a
range

Perceived Quality
Perceived Quality of Products
–Intrinsic vs. Extrinsic Cues
Perceived Quality of Services
Price/Quality Relationship

Price/Quality RelationshipPrice/Quality Relationship
The perception of price as an indicator of
product quality (e.g., the higher the price,
the higher the perceived quality of the
product).

(continued)

Figure 5-9 (continued)

Perceived Risk
 The degree of uncertainty perceived by the
consumer as to the consequences
(outcomes) of a specific purchase decision
 High-risk perceivers are narrow
categorizers
 Limit their choices to safe alternatives
 Low-risk perceivers are broad categorizers
 Wide range of alternatives preferred

Types of Risk
 Functional Risk
 Physical Risk
 Financial Risk
 Psychological Risk
 Time Risk

How Consumers Handle Risk
Seek Information
Stay Brand Loyal
Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model
Seek Reassurance

Perception and Marketing
Strategy
Make perceptual selection work in
your favour
– Increase accidental exposure
– Use the j.n.d
– Draw attention to your ad using contrast and
other principles
– Find creative ways to reduce blocking
» continued

Perception and Marketing
Strategy
 Ensure that consumers organize and
interpret messages correctly
 Develop suitable consumer imagery
 Find ways to reduce perceived risk

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