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WHAT IS
Perception?
Perception is defined as the process by which an individual selects,
organizes, and interprets stimuli into a meaningful and coherent picture of the world. A stimulus is any unit of input to any of the sense. Examples of stimuli (i.e, sensory input) include products, packages, brand names, advertisements, and commercials. Sensory receptors are the human organs (the eyes, ears, nose, mouth, and skin) that receive sensory inputs. Their sensory functions are to see, hear, smell, taste, and feel. All of these functions are called into play -- either singly or in combination -- in the evaluation and use of most consumer products. The study of perception is largely the study of what we subconsciously add to or subtract from raw
sensory inputs to produce our own private picture of the world..
The Perceptual Process
Sensory Receptors Attention^ Interpretation^ Response
PERCEPTION
Sensation Meaning
STIMULI
- Sights
- Sounds
- Smells
- Tastes
- Textures
B. Cue Check
Here, the cue characteristics are analysed by the person in preparation for the selection of a schema. In the context of the sunlight liquid example quoted above, the cue check stage in the perceptual process was the pairing the yellow bottle with a prominent picture of lemon.
C. Confirmation Check
Here, once the schema is selected, a confirmation check is run by the person to see the validity of the schema chosen. In the context of the counting example of the Sunlight liquid detergent, a juice schema was selected instead of a dishwasher liquid schema. The confirmatory check was the picture of the lemon juice as found on the leading brand of a reveal lemon juice.
D. Confirmation Completion
The last and the final stage is confirmation completion where a perception is formed by the consumer or any person for that matter and decision is made. The act of drinking the detergent illustrates it. Unfortunately, the consumers found out their mistake the hardway.
The Absolute Threshold
When we define the lowest intensity of a stimulus that can be registered on a sensory channel we speak of a threshold for the receptor. The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. The sound emitted by a dog whistle is too high to be detected by human ears, so this stimulus is beyond our auditory absolute threshold. The absolute threshold is an important consideration in designing marketing stimuli. A billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it from the highway.
The Differential Threshold
The differential threshold refers to the ability of a sensory
system to detect changes or difference between two
stimuli. A television commercial that is intentionally
produced in black-and-white, might be noticed on a colour
television because this decrease in the intensity of colour
differs from the program that preceded it. The same
commercial being watched on a black-and-white television
would not be seen as different and might be ignored
altogether. A consumer’s ability to detect a difference
between two stimuli is relative. A whispered conservation
that might be unintelligible on a noisy street can suddenly
become public and embarrassing knowledge in a quite
library. It is the relative difference between the decibel
level of the conversation and its surroundings, rather than
the loudness of the conservation itself, that determines
whether the stimulus will register.
IMPORTANT SELECTIVE PERCEPTION CONCEPTS
- SELECTIVE EXPOSURE : Seek out messages that they find
pleasant or with which they are sympathetic.
- SELECTIVE ATTENTION : They have heightened awareness of
stimuli that meet their needs or interests and minimal for stimuli
irrelevant to their needs.
- PERCEPTUAL DEFENSE : They psychologically screen out
stimuli that they find psychologically threatening, even though
exposure has taken place.
- PERCEPTUAL BLOCKING : Consumers protect themselves
from being bombarded with stimuli by simply tuning out-
blocking such stimuli from conscious awareness. Zapping of TV
commercials with remote is such an example.
PERCEPTUAL ORGANISATION
- figure/ground distinction
- proximity
- similarity
- continuity
- closure
- smallness
- surroundedness
- symmetry
Continuity
Closure
CONSUMER IMAGERY
Products and brands have symbolic value for
individuals, who evaluate them on the basis of their consistency (i.e.., congruence) with their personal
pictures of themselves. Some products seem to agree
with an individual’s self-image; others do not. Consumers attempt to preserve or enhance their self-
images by buying products they believe are congruent with that self-image and avoiding products that are not.
POSITIONING /REPOSITIONING (PERCEPTUAL MAPPING)
.^.
Poor Cleansing Power
Good Cleansing Power
Gentle Impact on Fabrics
Harsh Impact on Fabrics
A B C
A’
Umbrella-Against Competition-Brand identity
Key perceptual issues
- Perceived Price
- Perceived Quality
- Perceived Risks
- Information
- Brand-store-image
- Brand loyalty
- Most expensive-Largest stores
- Seek reassurance
