CB-3.ppt.pdf

Perception  Definition ⚪ Sensation: refers to the immediate response of the sensory receptors to basic stimuli. ⚪ Perception: is the process by which these sensations are selected, organized, and interpreted. ⚪ Simply perception is giving mea...

Perception  Definition ⚪ Sensation: refers to the immediate response of the sensory receptors to basic stimuli. ⚪ Perception: is the process by which these sensations are selected, organized, and interpreted. ⚪ Simply perception is giving meaning to stimuli. * S. M. Towhidur Rahman 2  An Overview of the Perception Process * S. M. Figure Towhidur 2.1 Rahman 3  Sensory Systems ⚪ External stimuli, or sensory inputs, can be received on a number of different channels. ⚪ Inputs picked up by our five senses are the raw data that begin the perceptual process. ⚪ Hedonic Consumption: The multisensory, fantasy, and emotional aspects of consumers’ interactions with products ⚪ The unique sensory quality of a product can play an important role in helping it to stand out from the competition. * S. M. Towhidur Rahman 4  Advertisements Appeal to Our Sensory Systems ⚪ This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience. * S. M. Towhidur Rahman 5  Sensory Systems - Vision ⚪ Marketers rely heavily on visual elements in advertising, store design, and packaging. ⚪ Meanings are communicated on the visual channel through a product’s color, size, and styling. ⚪ Colors may influence our emotions more directly. Sensation1.ppt Arousal and stimulated appetite (e.g. red) Relaxation (e.g. blue) ⚪ Some reactions to color come from learned associations. (e.g. Black is associated with mourning in the United States, whereas white is associated with mourning in Japan.) * S. M. Towhidur Rahman 6  Continued… ⚪ Some reactions to color are due to biological and cultural differences. (e.g. Women tend to be drawn toward brighter tones and are more sensitive to subtle shadings and patterns) ⚪ Color plays a dominant role in Web page design. ⚪ Saturated colors (green, yellow, orange, and cy an) are considered the best to capture attention. Don’t overdo it. Extensive use of saturated colors can overwhelm people and cause visual fatigue. * S. M. Towhidur Rahman 7 Continued… ⚪ Color also plays important role in package design, e.g. Castello Bianco. ⚪ Trade Dress: Colors that are strongly associated with a corporation, for which the company may have exclusive rights for their use. ⚪ (e.g. Kodak’s use of yellow, black, and red) * S. M. Towhidur Rahman 8  Sensory Perceptions - Smell ⚪ Odors can stir emotions or create a calming feeling. ⚪ Some responses to scents result from early associations that call up good or bad feelings. ⚪ Marketers are finding ways to use smell: Scented clothes Scented stores Scented cars and planes Scented household products Scented advertisements * S. M. Towhidur Rahman 9  Sensory Perceptions - Sound ⚪ Advertising jingles create brand awareness. ⚪ Background music creates desired moods. ⚪ Sound affects people’s feelings and behaviors. ⚪ Muzak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots. ⚪ Sound engineering: Top-end automakers are using focus groups of consumers to help designers choose appropriate sounds to elicit the proper response. * S. M. Towhidur Rahman 10 Sensory Perceptions - Touch ⚪ Relatively little research has been done on the effects of tactile stimulation on the consumer, but common observation tells us that this sensory channel is important. ⚪ People associate textures of fabrics and other surfaces with product quality. ⚪ Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth. * S. M. Towhidur Rahman 11  Applications of Touch Perceptions ⚪ Kansai engineering: A philosophy that translates customers’ feelings into design elements. ⚪ Mazda Miata designers discovered that making the stick shift (shown on the right) exactly 9.5 cm long conveys the optimal feeling of sportiness and control. * S. M. Towhidur Rahman 12  Tactile Quality Associations Tactile Oppositions in Fabrics Perception Male Female High class Wool Silk Fine Low class Denim Cotton Heavy Light Coars e * S. M. Towhidur Rahman 13  Sensory Perceptions - Taste ⚪ Taste receptors contribute to our experience of many products. ⚪ Specialized companies called “flavor houses” are constantly developing new concoctions to please the changing palates of consumers. ⚪ Changes in culture also determine the tastes we find desirable. * S. M. Towhidur Rahman 14  Exposure ⚪ Exposure: Occurs when a stimulus comes within the range of someone’s sensory receptors ⚪ Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages. ⚪ People usually tend to ignore sensations that are not of interest to them. * S. M. Towhidur Rahman 15  Sensory Thresholds ⚪ Psychophysics: The science that focuses on how the physical environment is integrated into our personal subjective world. ⚪ Absolute Threshold: The minimum amount of stimulation that can be detected on a given sensory channel. ⚪ Differential Threshold: The ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d. (just noticeable difference). * S. M. Towhidur Rahman 16  Weber’s Law ⚪ The amount of change that is necessary to be noticed is systematically related to the intensity of the original stimulus ⚪ The stronger the initial stimulus, the greater a change must be for it to be noticed. ⚪ Mathematically: K = A constant (varies across senses) Δi = The minimal change in the intensity required to produce j.n.d. I = the intensity of the stimulus where the change occurs * S. M. Towhidur Rahman 17  Subliminal Perception ⚪ Subliminal perception: Occurs when the stimulus is below the level of the consumer’s awareness. ⚪ Subliminal techniques: Embeds: Tiny figures that are inserted into magazine: advertising by using high-speed photography or airbrushing. Subliminal perception.ppt ⚪ Does subliminal perception work? There is little evidence that subliminal stimuli can bring about desired behavioral changes. * S. M. Towhidur Rahman 18  Attention ⚪ Attention: The extent to which processing activity is devoted to a particular stimulus. ⚪ Attention economy: The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs. ⚪ Perceptual selection: People attend to only a small portion of the stimuli to which they are exposed. * S. M. Towhidur Rahman 19 Attention and Advertising ⚪ Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models. * S. M. Towhidur Rahman 20  Personal Selection Factors ⚪ Experience: The result of acquiring and processing stimulation over time ⚪ Perceptual vigilance: Consumers are aware of stimuli that relate to their current needs ⚪ Perceptual defense: People see what they want to see - and don’t see what they don’t want to see ⚪ Adaptation: The degree to which consumers continue to notice a stimulus over time * S. M. Towhidur Rahman 21  Factors that Lead to Adaptation ⚪ Intensity: Less-intense stimuli habituate because they have less sensory impact. ⚪ Duration: Stimuli that require relatively lengthy exposure in order to be processed tend to habituate because they require a long attention span. ⚪ Discrimination: Simple stimuli tend to habituate because they do not require attention to detail. ⚪ Exposure: Frequently encountered stimuli tend to habituate as the rate of exposure increases. ⚪ Relevance: Stimuli that are irrelevant or unimportant will habituate because they fail to attract attention. * S. M. Towhidur Rahman 22  Stimulus Selection Factors ⚪ Size: The size of the stimulus itself in contrast to the competition helps to determine if it will command attention. ⚪ Color: Color is a powerful way to draw attention to a product. ⚪ Position: Stimuli that are present in places we’re more likely to look stand a better chance of being noticed. ⚪ Novelty: Stimuli that appear in unexpected ways or places tend to grab our attention. * S. M. Towhidur Rahman 23  Attention to Stimuli ⚪ Interpretation: The meaning that we assign sensory stimuli. ⚪ Schema: Set of beliefs to which the stimulus is assigned. ⚪ Priming: Process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar. * S. M. Towhidur Rahman 24  Stimulus Organization ⚪ A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images. ⚪ Our brains tend to relate incoming sensations to others already in memory, based on some fundamental principles. ⚪ These principles are based on Gestalt Psychology. Gestalt Psychology.ppt ⚪ Gestalt Psychology: a school of thought that maintains that people derive meaning from the totality of a set of stimuli, rather than from any individual stimulus. * S. M. Towhidur Rahman 25  Continued… ⚪ The Gestalt perspective provides several principles relating to the way stimuli are organized: Closure Principle. Closure principle.ppt Principle of Similarity similarity principle.pptx Figure-ground Principle Figure ground.ppt. ⚪ The Eye of the Beholder: Interpersonal Biases * S. M. Towhidur Rahman 26  Semiotics: The Symbols Around Us ⚪ Semiotics: Field of study that examines the correspondence between signs and symbols and their role in the assignment of meaning. ⚪ A message has 3 components: 1) Object: the product that focuses the message 2) Sign: the sensory imagery that represents the intended meanings of the object 3) Interpretant: the meaning derived * S. M. Towhidur Rahman 27  Semiotic Components * S. M. Towhidur Rahman 28  Continued… ⚪ Signs are related to objects in one of three ways: 1) Icon: a sign that resembles the product in some way 2) Index: a sign that is connected to some object because they share some property, e.g. Meswak tooth paste 3) Symbol: a sign that is related to a product through conventional or agreed-upon associations, e.g. Elephant brand cement ⚪ Hyperreality: The becoming real of what is initially simulation or “hype” * S. M. Towhidur Rahman 29  Perceptual Positioning ⚪ Positioning Strategy A fundamental part of a company’s marketing efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning. Many dimensions can establish a brand’s position in the marketplace: Lifestyle Competitors Price Leadership Occasions Attributes Users Product Class Quality * S. M. Towhidur Rahman 30  Perceptual Map ⚪ Figure 2.3: HMV Perceptual Map * S. M. Towhidur Rahman 31