Chapter 6

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.
Sensation
Immediate and direct response of the sensory organs to
stimuli.
Sensitivity to stimuli varies with the quality of an
individuals sensory receptors and the amount of the stimuli
to which he or she eposed.
!s sensory input decreases, our ability to detect changes in
input or intensity increases.
The Absolute Threshold
The lowest level at which an individual can eperience a
sensation.
"nder condition of constant stimulation, the absolute
threshold increases.
Sensory adaptation #$getting used to%& becoming
accommodated to a certain level of stimulation'
Increase or decrease sensory input
(ar)eters may use unusual or technological media to get
attention.
The Differential Threshold or J.N.D
The minimal difference that can be detected between two
similar stimuli.
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(ohammed Sohel Islam
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.ebers law& the stronger the initial stimulus, the greater the
additional intensity needed for the second stimulus to be
perceived as different.
Marketing application of J.N.D
Two reason to determine the relevant /.n.d for products.
-. the negative changes will not be readily discernible to the
public.
0. the product improvement will be very apparent to consumers
without being carefully etravagant.
In the case of product improvement,
1ess than /.n.d is wasted effort because the
improvement will not be perceived.
(ore than /.n.d is wasted also because it reduces the
level of repeat sales.
In the case of price increase,
1ess than /.n.d is desirable because consumers are
unli)ely to notice it.
In the case of routinely purchased products
#inepensive', companies are reluctant to raise price,
rather they change quantity or size below /.n.d
Updating package design below j.n.d.
Subliminal Perception
Stimuli that are too wea) or too brief to be consciously seen
or heard may nevertheless be strong enough to be perceived
by one or more receptor cells.
The stimulus is beneath the threshold of conscious awareness
but not beneath the absolute threshold of the receptor
involved.
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*onstant repetition of very wea) stimuli has an incremental
effect that enables such stimuli to build response strength
over many presentations.
Dnamics of perception
!ccording to the principles of sensation, intensive
stimulation $bounces off% most individuals who
subconsciously bloc) the receipt of a heavy bombardment of
stimuli.
,ecause perception is not a function of sensory input alone.
2hysical stimuli and certain predisposition based on previous
eperience.
Three concepts of perception3 the selection, organization and
interpretation of stimuli.
Perceptual selection
.hich stimuli get selected depends on
-. The nature of the stimulus
0. 4pectation
5. (otive
Nature of the stimulus
*ontrast is one of the most attention compelling
attributes of stimulus.
!dvertising does not have to be unique to achieve a
high degree of differentiation& it simply has to
contrast with the environment in which it is run.
Expectation
2eople usually see what they epect to see.
6n the other hand, stimuli that conflict sharply with epectation
often receive more attention.
Motives
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2eople tend to perceive the things they need or want.
The stronger the need, the greater the tendency to ignore
unrelated stimuli in the environment.
7our important concepts concerning perception3
-. Selective eposure
0. Selective attention
5. 2erceptual defense
8. 2erceptual bloc)ing
Perceptual organi!ation
Three most basic principles3 figure and ground, grouping and
closure.
igure and ground
,athe in music or listen to music
!dvertisers have to plan their ads carefully to ma)e sure that
the stimulus they want noted is seen as figure and not as
ground.
7igure9ground reversal
!rouping
It facilitates memory and recall.
"losure
Incomplete messages or tas)s are better remembered than
complete ones.
Perceptual interpretation
2erceptual distortion
-. 2hysical appearance
0. Stereotypes
5. 7irst impression
8. :umping to conclusion
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;. Halo effect
Product Positioning
The core of effective positioning is a unique position
that the product occupies in the minds of consumer.
7ocus on benefits rather than features.
4ssence of mar)eting mi #<utri=rain is positioned
as an alternative to unhealthy snac) food in the morning'.
! good positioning strategy is congruent with the
consumers needs while, at the same time, featuring the brand
against its competition. 4ample3 >9"p the uncola.
2ositioning should depict its core benefit. $*affeine9
never had it, never will.%
The result is distinctive brand image.
Ma"or positioning strategies
"mbrella positioning #(c?onalds'
2ositioning against the competition #@isa'
2ositioning based on specific benefit #>"p'
7inding an $"nowned% positioning #Topol smo)ers'
7illing several positioning #2A='
Product repositioning
To response to mar)et events
To satisfy changing consumer preference
Perceptual mapping #$ig 6.%&'
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(ohammed Sohel Islam
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Positioning of ser(ice
Image #@isual image and tangible reminder'
?istinct brand name
Service environment
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(ohammed Sohel Islam
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