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Chapter 3. Perception: Mkt201 - Consumer Behavior

This chapter discusses perception and how marketers appeal to consumers' senses. It explains that perception involves a three-stage process of sensation, attention, and interpretation. Marketers use various sensory elements like color, sound, smell, and touch to influence consumers. They also employ techniques to get consumers' attention and to shape how products are interpreted. Marketers aim to create symbolic meanings through signs and symbols that influence the perceptions and positions of products in consumers' minds.

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158 views

Chapter 3. Perception: Mkt201 - Consumer Behavior

This chapter discusses perception and how marketers appeal to consumers' senses. It explains that perception involves a three-stage process of sensation, attention, and interpretation. Marketers use various sensory elements like color, sound, smell, and touch to influence consumers. They also employ techniques to get consumers' attention and to shape how products are interpreted. Marketers aim to create symbolic meanings through signs and symbols that influence the perceptions and positions of products in consumers' minds.

Uploaded by

tadinh
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Chapter 3.

Perception
MKT201 - CONSUMER BEHAVIOR
Chapter Objectives
1. Products and commercial messages often appeal to our senses, but
because of the profusion of these messages we don’t notice most
of them.
2. Perception is a three-stage process that translates raw stimuli into
meaning.
3. The field of semiotics helps us to understand how marketers use
symbols to create meaning.
You are here!
Sensation
Sensation refers to the immediate response of our sensory
receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli
such as light, color, sound, odor, and texture.
Perception is the process by which people select, organize, and
interpret these sensations.
Sensory Marketing
Companies think carefully about the impact of sensations on our
product experiences.

Sensation Transference
Vision
• As humans, we rely on our sense of vision more
than any of our other four sense (Calvert and
Pathak, 2016). This is why marketers strongly
focus on developing visually stimulating elements
that appeal to their target audience.
• Marketers adopt an array of visual elements in
advertising to influence consumer perception.
These include colour, sizes, shapes, styles, space
and more; of these elements, colour is probably
one of the most impactful in terms of influencing
consumer perception.
Vision
Vision
Dollars and Scents
• Like color, odor can also stir emotions and memory.
• Scent Marketing is a form of sensory marketing that we may see in
lingerie, detergents, and more.
Sound

• Audio watermarking
• Sound symbolism
• Phenomes

Music Marketing
Sound explanation
Touch
Research has found that touching a product can affect
consumer attitudes and increase purchase intention
towards the product.

Research also found that merely touching an object


resulted in increased feelings of ownership for that
particular product. The experiments revealed that
touching a product had the effect of increasing its
perceived value, and how much the person was willing
to pay for it (Peck and Shu, 2009).

How do we deal with online selling?


IKEA
Taste
Our sense of taste plays a huge role in the way we experience different
foods and beverages.
On a similar note, cultural factors can also determine how people view
or perceive different foods.

Kids Reaction
The Stages of Perception
We receive external
stimuli through
our five senses
Stage 1: Key Concepts in Exposure
• Absolute threshold is the minimum amount of stimulation a person can
detect on a given sensory channel.
• Differential threshold refers to the ability of a sensory system to detect
changes in or differences between two stimuli
• Just Noticeable Difference (JND) refers to the minimum difference we
can detect between two stimuli
• Weber’s Law – the ability of the consumer to detect changes in the
stimulus intensity is strongly related to the intensity of the original
stimulus.
Marketing Application of the J.N.D
Stage 2: Attention
• Attention is the extent to which processing activity is devoted to a
particular stimulus
• Consumers experience sensory overload
• Marketers need to break through the clutter

So, How do marketers get attention?


Size
Color
Position
- The Golden Triangle
How Do Marketers Get Attention?
- Novelty
Guerrilla marketing can be defined as the use of unconventional means
to promote a product or service. This form of marketing uses
unexpected and creative tactics to reach consumers.

RedMi
Stage 3: Interpretation
Interpretation refers to the meaning we assign to sensory stimuli,
which is based on a schema.
Schema: set of beliefs, to which we assign it.
Individuals can view the same stimuli and have entirely different
interpretations of what it means.

What do you
think about
each person?
Interpretational Biases: The Eye of the
Beholder
• Closure Principle: people perceive an incomplete picture as
complete
• Similarity Principle: consumers group together objects that share
similar physical characteristics
• Figure-ground Principle: one part of the stimulus will dominate
(the figure) while the other parts recede into the background
(ground)
Closure Principle
What do you see?

WWDC 2021 Teaser


Similarity Principle
Current Hardware Current Software and Service
Apple TV Apple Arcade
Apple Watch Apple Card
Apple Watch SE Apple Fitness+
iMac Apple One
iPad Apple Music
iPad Air Apple News+
iPad mini Apple Store
iPad Pro Apple TV+
iPhone iCloud
iPhone SE iLife
iPod touch iMessage
… iMovie
iTunes
…
Figure-ground Principle
Semiotics: The Meaning of Meaning
Semiotics, a discipline that studies the
correspondence between signs and symbols and their
roles in how we assign meanings.
Using a semiotics perspective, every marketing
campaign contains three basic components, namely:
• The object – the focus of the message, which is the
product
• The sign/symbol – the sensory imagery that is
represented
• Interpretant – the meaning that is derived from the
sign/symbol
Semiotics: The Meaning of Meaning
Apple’s “Think Different"
Perceptual Positioning
Positioning Strategy:
• Is the relative image that a product or
service has in the mind of the
consumer.
• Positioning strategy is the essence of
the marketing mix
• Positioning conveys the concept of the
product, in terms of how it fulfils a
consumer need.
End of Chapter 3
References
• Calvert, Gemma and Abhishek Pathak. 2015. Opportunities in
multisensory marketing. Admap. http://gemmacalvert.com/wp-
content/uploads/2015/08/ADM_0415_Calvert1.pdf

Further reading:
• TED Talk - How brands hijack your feelings to influence what you buy
| Cindy Sheldan | TEDxBearCreekPark.
Link: https://www.youtube.com/watch?v=mjulylDXGZg
• Apple “Think Different Campaign”
Link: https://www.youtube.com/watch?v=iGQcKWODDT4

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