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By : Vikas chaudhary
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PERCEPTION Perception is subjective-
approximation of reality
More information is
available than can beprocessed
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Information Processing for Consumer
Decision Making
EXPOSURERandom______________Deliberate
ATTENTIONLow involvementHigh Involvement
INTERPRETATIONLow involvementHigh Involvement
MEMORYShort term____________Long Term
PURCHASE /CONSUMPTIONDECISIONS
PERCEPTION
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Perception
the process by which stimuli in the external,physical world are translated into internal,mental representations;
three stages: sensation: registering stimuli through the five
senses (vision, sound, taste, smell, touch);
attention: allocating processing resources tocertain stimuli;
comprehension: interpreting stimuli that havebeen attended to;
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Sensation
sensation refers to the process of registering externalstimuli through the sensory receptors (i.e., the sense
organs);
sensation is subject to sensory thresholds:
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Absolute threshold
Minimum amount of stimulation or smallest
intensity of a stimulus that can be detected by a
sensory receptor.
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Differential thresholds and Webers law
Minimum amount of change in stimulation or the smallestdifference between two stimuli that can be detected by asensory receptor (also called the just noticeable difference or
jnd);
according to Webers law, the greater the intensity of a stimulus,the more the stimulus has to change for a change to be noticed;thus,
jnd = k x I
where jnd is the just noticeable difference, I is the intensity of thestimulus, and k is a constant that differs for different sensorymodalities;
applications: marketers want consumers to notice a change marketers do not want consumers to notice a change;
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Subliminal perception
notion that certain stimuli, even ifpresented below the threshold ofconscious awareness, mayinfluence consumers behaviorsubconsciously;
types of subliminal stimuli:
very briefly - presented visualstimuli
Sub audible messages
embedded stimuli
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Perceptual selection
Consumer selectivity in perception it could be on pastexperiences and motives besides the nature ofstimulus itself. E.g. -on a regular basis we visit themarket and make desired purchases
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Stimulus factors
Type of product
Physical characteristics.
Colour ,brand nameAdvertisement
Claims
Packaging
Contents
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Expectations
People see what they expect
to see .More attention given to astimulus which does notblend in to the background
Stimuli with unexpectedcontent tend to receive moreattention (prioritized aspotentially important
information)
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Motives
Consumer tend toperceive thosethings that topmost
in their need orwant list.
E.g. a personcontemplating to
buy a PC is morelikely to notice adsof comp and ignoreothers.
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Selective Exposure
Consumer areattentive tostimuli that arerelevant , pleasantand ignoreunpleasant ones.
E.g. one who hasbought anexpensive PC is
more likely to seeads that reinforcethat purchasedecision.
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Selective attention
Consumer are selective in paying attention to ads ormessages.
E.g. some are price sensitive & for other quality isimportant accordingly they pay attention to such ads.
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Adaptation
Consumer do not notice the stimuli to which they havebecome adapted.
E.g. - an ac movie theatre feels quite cool in beginningbut a short time later we adapt to it.
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Perceptual vigilance and defense
Consumer are likely to modify or distort any info thatis not consistent with their need ,wants ,values ,beliefs.
When intense fear appeals are used in selling anyproduct ,they may become threatening to a point thatconsumer use p v for entire message.
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Perceptual blocking
Consumer protect themselves from being exposed toinnumerable stimuli by blocking them.
Consumer screen out enormous amounts of TV ads bytuning out
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Perceptual organisation
Closure
Grouping
Figureand
ground
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Figure and ground
People have a tendency to organise their perceptioninto figure and ground .
Our learning influences which stimuli to be perceivedas figure & which as ground.
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Grouping
Individuals have tendencyto group a variety ofinformation or items closeto each other in time or
space and form a unifiedpicture.
E.g. In ad for coffee mayshow a young man &womensipping the beverage in abeautiful furnished &decorated living room
so consumer associate thedrinking of beverage withcomfortable living andromance
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Closure
Individual have a need for closure & fulfill theirperception in manner that leads to a complete picture.
Since incomplete ads messages are remembered betterthan completed ones .
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Distortion of perceptions
Physical appearance
Stereotyping stimuli
Irrelevant stimuli
First impression
Jumping to conclusion
Halo effect
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Price perception
Consumer have certain expectation of what the price isor should be of a product or service .
Their expectation may or may not reflect the actualprice of the product or service.
Consumer often associate the price of the product withservice.
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Consumer risk perception
Financial and monetary risk
Performance risk
Physical risk Social risk
Psychological risk
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