schiffman cb10 ppt 06
TRANSCRIPT
![Page 1: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/1.jpg)
Consumer Perception
CHAPTERSIX
![Page 2: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/2.jpg)
Learning Objectives
1. To Understand the Sensory Dynamics of Perception.
2. To Learn About the Three Elements of Perception.
3. To Understand the Components of Consumer Imagery and Their Strategic Applications.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Six Slide
![Page 3: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/3.jpg)
Perception
• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
• Elements of Perception– Sensation– Absolute threshold– Differential threshold– Subliminal perception
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Chapter Six Slide
![Page 4: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/4.jpg)
Sensation
• Sensation is the immediate and direct response of the sensory organs to stimuli– A stimulus is any unit of input to any of the senses.
• The absolute threshold is the lowest level at which an individual can experience a sensation.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 4
![Page 5: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/5.jpg)
Differential Threshold (Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected between two similar stimuli
• Weber’s law– The j.n.d. between two stimuli is not an absolute
amount but an amount relative to the intensity of the first stimulus
– The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 5
![Page 6: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/6.jpg)
Marketing Applications of the J.N.D.
• Marketers need to determine the relevant j.n.d. for their products– so that negative
changes are not readily discernible to the public
– so that product improvements are very apparent to consumers
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 6
![Page 7: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/7.jpg)
Discussion Question
• How might a cereal manufacturer such as Kellogg’s use the j.n.d. for Frosted Flakes in terms of:– Product decisions– Packaging decisions– Advertising decisions– Sales promotion decisions
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 7
![Page 8: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/8.jpg)
Subliminal Perception
• Stimuli that are too weak or too brief to be consciously seen or heard – They may be strong enough to be perceived by
one or more receptor cells.• Is it effective?– Extensive research has shown no evidence that
subliminal advertising can cause behavior changes– Some evidence that subliminal stimuli may
influence affective reactions
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 8
![Page 9: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/9.jpg)
Aspects of Perception
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 9
![Page 10: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/10.jpg)
Perceptual Selection
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 10
Selection Depends Upon:
![Page 11: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/11.jpg)
Why Are ConsumersLikely to Notice This Ad?
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 12: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/12.jpg)
The Attention-Getting Nature of a Dramatic Image
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 13: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/13.jpg)
Discussion Questions
• What marketing stimuli do you remember from your day so far?
• Why do you think you selected these stimuli to perceive and remember?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 13
![Page 14: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/14.jpg)
Perceptual SelectionImportant Concepts
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Chapter Six Slide
![Page 15: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/15.jpg)
Organization
• Figure and ground• Grouping• Closure
• People tend to organize perceptions into figure-and-ground relationships.
• The ground is usually hazy.• Marketers usually design
so the figure is the noticed stimuli.
Principles
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 15
![Page 16: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/16.jpg)
Organization
• Figure and ground• Grouping• Closure
• People group stimuli to form a unified impression or concept.
• Grouping helps memory and recall.
Principles
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 16
![Page 17: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/17.jpg)
Organization
• Figure and ground• Grouping• Closure
• People have a need for closure and organize perceptions to form a complete picture.
• Will often fill in missing pieces
• Incomplete messages remembered more than complete
Principles
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 17
![Page 18: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/18.jpg)
What Element of Perceptual Organization Is Featured in This Ad?
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 19: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/19.jpg)
Closure
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 20: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/20.jpg)
Discussion Question
• Do you agree you remember more of what you have NOT completed?
• How might a local bank use this in their advertising?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 20
![Page 21: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/21.jpg)
Interpretation
• People hold meanings related to stimuli
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 21
![Page 22: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/22.jpg)
Interpretation
• Positive attributes of people they know to those who resemble them
• Important for model selection
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 22
![Page 23: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/23.jpg)
Interpretation
• Verbal messages reflect stereotypes
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 23
![Page 24: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/24.jpg)
How Does This AdDepict Perceptual Interpretation?
24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 25: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/25.jpg)
It Contrasts the Powerful Durango with Less Rugged Referred to in the Ad as the “Land Of Tofu.”
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 26: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/26.jpg)
Interpretation
• First impressions are lasting
• The perceiver is trying to determine which stimuli are relevant, important, or predictive
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 26
![Page 27: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/27.jpg)
Interpretation
• Consumers perceive and evaluate multiple objects based on just one dimension
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 27
![Page 28: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/28.jpg)
Product Positioning
• Establishing a specific image for a brand in the consumer’s mind in relation to competing brands
• Conveys the product in terms of how it fulfills a need
• Successful positioning creates a distinctive, positive brand image
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 28Chapter Six Slide
![Page 29: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/29.jpg)
Which Concepts of Perception Are Applied in These Ads?
29Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 30: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/30.jpg)
The Principle Of Contrast
30Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 31: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/31.jpg)
Packaging as a Positioning Element
• Packaging conveys the image that the brand communicates to the buyer.
• Color, weight, image, and shape are all important.
• Repositioning might be necessary because:– Increased competition– Changing consumer tastes
31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 32: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/32.jpg)
Perceptual Mapping
• An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 32Chapter Six Slide
![Page 33: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/33.jpg)
Perceptual Mapping Figure 6.9
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 33
![Page 34: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/34.jpg)
Positioning of Services
• Image is a key factor for services• Services often want a differentiated
positioning strategy to market several versions of their service to different markets.
34Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
![Page 35: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/35.jpg)
Which Elements of This Ad Convey the Restaurant’s Perceptual Position and How?
35Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 36: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/36.jpg)
The Steak Knife and the Reference to Vegetarians Convey The Position of the Restaurant as a
Well-Established Steakhouse
36Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 37: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/37.jpg)
Perceived Price and Perceived Quality
• Reference prices – used as a basis for comparison in judging another price– Internal– External
• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 37Chapter Six Slide
![Page 38: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/38.jpg)
Three Pricing Strategies Focused on Perceived Value - Table 6.4
Chapter Six Slide 38Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
![Page 39: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/39.jpg)
Measuring Perceptions of Brand Luxury
39Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 40: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/40.jpg)
Perceived Quality of Services
• Difficult due to characteristics of services– Intangible– Variable– Perishable– Simultaneously
Produced and Consumed
• SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 40
![Page 41: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/41.jpg)
Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 41
![Page 42: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/42.jpg)
How Can This Ad Affect the Service’s Perceived Quality?
42Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 43: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/43.jpg)
It Uses a Process Dimension in Advertising a Newly-Formed Business Class on an Airline
43Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 44: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/44.jpg)
Discussion Questions
• When have you used price as an indicator of quality?
• Were you correct?
44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 45: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/45.jpg)
Which of the Ad’s Elements Conveys the Product’s Quality?
45Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 46: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/46.jpg)
The Slogan on the Ad’s Bottom Left Reads “Perfection Has Its Price”
46Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 47: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/47.jpg)
Retail Store Image
47Chapter Six SlideCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
![Page 48: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/48.jpg)
Manufacturer’s Image
• Favorable image tied to new product acceptance
• Companies sponsor community events to enhance images
• Product and institutional images
48Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 49: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/49.jpg)
Perceived Risk
• The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision
• Types– Functional Risk– Physical Risk– Financial Risk– Social Risk– Psychological Risk– Time Risk
49Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide
![Page 50: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/50.jpg)
How Consumers Handle Risk
• Seek Information• Stay Brand Loyal• Select by Brand Image• Rely on Store Image• Buy the Most Expensive Model• Seek Reassurance
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 50
![Page 51: Schiffman CB10 PPT 06](https://reader033.vdocuments.net/reader033/viewer/2022061121/546eb1ccb4af9f56478b45ed/html5/thumbnails/51.jpg)
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 51