perception chapter 2 copyright 2008 pearson education canada
TRANSCRIPT
Perception
Chapter 2
Copyright 2008 Pearson Education Canada
Copyright 2008 Pearson Education Canada 2-2
“Alternative” Milk
• Parmalat– Shelf-stable milk: Can last for 5-6 months
unopened without refrigeration
• Discussion: Would you drink milk out of a room-temperature, square, litre-size box?
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Overflowing Sensations
• Our world is a symphony of colours, sounds, odours, tastes, etc.– Marketers contribute to the commotion– Advertisements, product packages, radio
and TV commercials, billboards
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Sensation and Perception
• Sensation– Immediate response of our sensory
receptors…• …eyes, ears, nose, mouth, fingers…
– …to basic stimuli…• …such as light, colour, sound, odour, and texture
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Sensation and Perception (Cont’d)• Perception
– Process by which sensations are selected, organized, and interpreted
• Adding meaning to raw sensations
Figure 2-1
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Sensory Systems
• We receive external stimuli through our five senses– Perceptual process
begins sensory input
• Hedonic Consumption– Design/form =
function/substance
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Vision• Colour
– Colour provokes emotion
– Reactions to colour are biological and cultural
– Colour in marketing is serious business!
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Vision (Cont’d)• Size
– We tend to eat more:• When food container
is larger• When our plate still
contains food• When we see
assortment of foods
– We focus on height rather than width when pouring liquid into a glass
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Smell
• Odours = mood and memory (limbic system)– Scented marketing ($90 million business)
• Cadillac’s “Nuance” scent = expensive upholstery• Most recognized smells:
– J&J Baby Powder, chocolate and coconut
• Reactions to odours depend on cultural background
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Hearing
• Many aspects of sound affect people’s feelings and behaviours– Phonemes of brands = unique product
meanings• “i” brands are “lighter” than “a” brands
– Effect of Muzak
MUZAK.COM
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Touch
• Haptic senses affect product experience and judgment
• Kansei engineering• Fabric textures and surfaces with products and
packaging
Perception Male Female
High Class Wool Silk Fine
Low Class Denim Cotton
Heavy Light Course
Table 2-1
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Taste
• “Flavour houses” (e.g., Alpha M.O.S.)– Develop new concoctions for consumer palates
• Cultural changes determine desirable tastes
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Exposure
• A stimulus comes within range of someone’s sensory receptors– We can concentrate, ignore, or
completely miss stimuli
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Sensory Thresholds
• Psychophysics
• Absolute threshold– Dog whistle– Billboard with too small print
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Sensory Thresholds (Cont’d)
• Differential threshold– J.N.D.– Weber’s Law
• Discussion: Many studies have shown that our sensory detection abilities decline as we grow older.– Discuss the implications
of the absolute threshold for marketers attempting to appeal to the elderly.
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Weber’s Law
• Used for 2 reasons:– Reductions are not readily discernible to the
public– Product improvements are perceived by the
public
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Subliminal Perception
• It is believed that many ads are designed to be perceived unconsciously (below threshold of recognition)
• Subliminal Techniques– Embeds– Subliminal auditory
perception
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Subliminal Perception (Cont’d)
• Most researchers believe that subliminal techniques are not of much use in marketing
• Discussion: Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer.
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Attention
• The extent to which processing activity is devoted to a particular stimulus– Sensory Overload
• 3,500 ad info pieces per day• Multitask
– Marketers need to break through the clutter
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Perceptual Selection• Perceptual Filters
• Personal Selection Factors– Perceptual vigilance– Perceptual defense– Adaptation
• Intensity, duration, discrimination, exposure, and relevance
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Perceptual Selection (Cont’d)• Stimulus Selection Factors
– Weber’s Law• Differences in size, colour, position, and novelty
– Interpretation: assigned meaning to stimuli• Schema leads to stimulus evaluation• priming
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Stimulus Organization
• Stimulus interpretation is associated with other related events, sensations, or images
• Gestalt: “the whole is greater than the sum of it parts”– Principle of Closure– Principle of Similarity– Principle of Figure-ground
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Semiotics
• Correspondence between signs and symbols and their role in the assignment of meaning
• Consumer products = social identities– Advertising as culture/consumption dictionary
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Semiotic Relationships
MarlboroCigarettes
Cowboy RuggedAmerican
Object(Product)
Sign(Image)
Interpretant(Meaning)Figure 2-3
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Semiotics (Cont’d)• Signs are related to objects in 3 ways:
– Icon– Index– Symbol
• Hyperreality– Anne of Green Gables in PEI– “Heidiland” in Switzerland
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Perceptual Positioning
• Brand perceptions = functional attributes + symbolic attributes
• Perceptual map– Company’s own strengths and weaknesses in
comparison with competitors– Market position
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Perceptual MapFigure 2-4
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Positioning Strategy
• Marketing mix elements influence the consumer’s interpretation of brand’s meaning
• Brand’s position as a function of:– Lifestyle, price leadership, attributes, product
class, competitors, occasions, users, and quality
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Discussion
• Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be restricted?
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Discussion
• Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market.– What recommendations would you provide in
terms of such package elements as color, symbolism, and graphic design?
– Give reasons for your suggestions.