Consumer Behaviour - Ninth Canadian Edition PDF

Consumer Behaviour Ninth Canadian Edition Topic 2 Perception (chapter 2) BWM Canda. (2012, Jun 22). BMW M5 -...

Consumer Behaviour Ninth Canadian Edition Topic 2 Perception (chapter 2) BWM Canda. (2012, Jun 22). BMW M5 - "Bullet" - High Performance Art [Video]. Youtube. https://www.youtube.com/watch?v=ZDux WGHA-Z4 Copyright © 2024 Pearson Canada Inc. 2-1  Agenda 1. Sensation & Perception 2. Sensory system 1) Sight 2) Sounds 3) Smells 4) Tastes 5) Texture 3. Exposure 4. Attention 5. Interpretation 1. Sensation & Perception Sensation The immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception The process by which sensations are selected, organized and interpreted Perception can be more influential than sensation in determining consumer preferences. Copyright © 2021 Pearson Canada Inc. 2-3  Think about it: would you buy a new sweater without touching it? Why or why not? Perceptual Process Sensations are selected, organized and interpreted FIGURE 2–1 An Overview of the Perceptual Process Copyright © 2021 Pearson Canada Inc. 2-5 2. Sensory Marketing: Harnessing Perception for a Competitive Advantage Sensory Marketing This is a new era of marketing, organizations pay extra attention to the impact of sensation on our product experiences. Areas to consider include: Sight Smell Hearing Touch Taste Copyright © 2021 Pearson Canada Inc. 2-6 2.1 Sight HOW PERCEPTION CAN BE “COLOURED” Colors influence emotions – Arousal and stimulated appetite (e.g. red) – Relaxation (e.g. blue) Some reactions to color come from learned associations – Black is associated with mourning in the United States, whereas white is associated with mourning in Japan Some reactions to color are due to biological and cultural differences – Women tend to be drawn to brighter tones and are more sensitive to subtle shadings and patterns – Older people see colors in a dull cast and therefore often prefer white and other bright tones. – Mature consumers are likely to choose a white car; in fact Lexus makes 60% of their vehicles in white Copyright © 2021 Pearson Canada Inc. 2-7 2.1 Sight HOW PERCEPTION CAN BE “COLOURED” Some colour combinations come to be associated so strongly with a corporation that they become known as the company’s trade dress – e.g. Tiffany blue Copyright © 2021 Pearson Canada Inc. 2-8 2.1 Sight Table 2–1 Marketing Applications of Colours Colour Associations Marketing Applications Yellow Optimistic and Used to grab window shoppers’ youthful attention Red Energy Often seen in clearance sales Blue Trust and security Banks Green Wealth/serenity Used to create relaxation in stores Orange Aggressive Call to action: subscribe, buy, or sell Black Powerful and sleek Luxury products Purple Soothing Beauty or anti-ageing products Adapted from Leo Widrich, “Why Is Facebook Blue? The Science Behind Colors in Marketing,” Buffersocial (April 25, 2013), https://blog.bufferapp.com/the-science-of-colors-in-marketing-why-is-facebook-blue. Copyright © 2021 Pearson Canada Inc. 2 - 10 2.2 Smell Odours stir emotion or create calm feelings – Episodic memories of a pie out of the oven or a steaming cup of coffee…feelings of home Powerful effects of smell – One study found the smell of fresh cinnamon buns induced sexual arousal in males Scent marketing: from cars to fragrances – Companies spend 80 millions on “scent marketing” Poo~Pourri. (2020, Aug 20). How to Poop on an RV - PooPourri.com [Video}. Youtube. https://www.youtube.com/watch?v=3pAXZogWVeY Copyright © 2021 Pearson Canada Inc. 2 - 11 2.3 Hearing Background music creates desired moods Sound affects people’s feelings and behaviors – High tempo = more stimulation – Slower tempo = more relaxing Sound affects behavior: – Airline passengers move to their seats faster with up-tempo music playing Copyright © 2021 Pearson Canada Inc. 2 - 12  1/3 Siemens – the quietest vacuum cleaner in its class  2/3 Siemens – the quietest vacuum cleaner in its class  3/3 Siemens – the quietest vacuum cleaner in its class 2.4 Touch Tactile stimulation is an important sensory channel Touching affects the product experience – Waiters who touch patrons get bigger tips Touchscreens have other effects on our behaviour – The orientation of the product affects the way in which consumers’ swipe on the screen, they will swipe in the direction of the product’s orientation and this leads to increased liking Copyright © 2021 Pearson Canada Inc. 2 - 16 2.4 Touch Endowment effect Endowment usually occurs when consumers ascribe more value to something simply because they own it. Touching an item forms a relationship with the product Copyright © 2021 Pearson Canada Inc. 2 - 17 2.4 Touch Kansei engineering A philosophy that translates customers’ feelings into design elements. Coca-Cola bottles Mazda Miata stick shift Copyright © 2021 Pearson Canada Inc. 2 - 18 2.5 Taste Flavour houses develop new concoctions for consumer palates Cultural changes determine desirable tastes – Wine enthusiasts taste hundreds of wines Think about it: How have your taste buds changed since you were a child? Do you eat foods now that you wouldn’t touch in high school? Copyright © 2021 Pearson Canada Inc. 2 - 19 Sensory Systems Sensations are selected, organized and interpreted FIGURE 2–1 An Overview of the Perceptual Process Copyright © 2021 Pearson Canada Inc. 2 - 20 3. Exposure Exposure Occurs when a stimulus comes within range of someone’s sensory receptors. Consumers can focus on the stimulus, or ignore the information Copyright © 2021 Pearson Canada Inc. 2 - 21 3. Sensory Thresholds 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 Just noticeable difference: – The minimum difference that can be detected between two stimuli Copyright © 2021 Pearson Canada Inc. 2 - 22  JND Campbell’s: Gradual change of package design Rule of thumb in marketing: 20% Companies use JND to pass cost to consumers 3. Subliminal Perception Subliminal perception Occurs when a stimulus is below the level of a consumer’s awareness – Rumours of subliminal advertising is rampant-but with little proof – Subliminal techniques such as an embed (tiny figures that are inserted into magazine advertising by using high speed photography or airbrushing) Copyright © 2021 Pearson Canada Inc. 2 - 24 Sensory Systems Sensations are selected, organized and interpreted FIGURE 2–1 An Overview of the Perceptual Process Copyright © 2021 Pearson Canada Inc. 2 - 25 4. Attention (1 of 2) Attention The extent to which processing activity is devoted to a particular stimulus Much competition for our attention 40,000 of advertising info pieces daily Sensory overload—too much to process Younger consumers can multi-task: process multiple media Marketers are challenged with finding a way to break through the clutter Some are taking to incorporate guerilla marketing tactics to help with clutter Copyright © 2021 Pearson Canada Inc. 2 - 26  Attention (2 of 2) Guerilla Marketing Involves using communications that are unexpected and unconventional in ways. that target consumers in unexpected places. Rolighetsteorin. (2009, Oct 7). Piano stairs - TheFunTheory.com - Rolighetsteorin.se [Video]. Youtube. https://www.youtube.com/watc h?v=2lXh2n0aPyw Copyright © 2021 Pearson Canada Inc. 2 - 27 Personal Selection Factors Perceptual filters based on past experiences, influence what consumers decide to process Perceptual vigilance aware of stimuli that relate to their current needs Perceptual defence See what you want to see and ignore what they don’t want to see Copyright © 2021 Pearson Canada Inc. 2 - 28 Personal Selection Factors Adaptation The degree to which consumers continue to notice a stimulus over time: Intensity: less-intense Duration: longer duration Discrimination: simple stimuli Exposure: frequently encountered Relevance: irrelevant or unimportant Copyright © 2021 Pearson Canada Inc. 2 - 29 Stimulus Selection (1 of 2) Stimulus Selection We are more likely to notice stimuli that differ from others around them: Size Colour Position Novelty Copyright © 2021 Pearson Canada Inc. 2 - 30 Stimulus Selection (2 of 2) Copyright © 2021 Pearson Canada Inc. 2 - 31 Enhance Attention by Making Stimuli... Personally relevant Easy to process Pleasant Surprising / Novel Humorous Sensory Systems Sensations are selected, organized and interpreted FIGURE 2–1 An Overview of the Perceptual Process Copyright © 2021 Pearson Canada Inc. 2 - 33 5. Interpretation Interpretation Refers to the meanings that people assign to sensory stimuli Consumers assign meaning to stimuli based on the schema (set of beliefs). Interpretation of a stimulus is affected by… – Hard-wired features of brain – Context (what else is in the environment) – Individual differences (culture, experiences) – Motivations (people see what they want to see) – Expectations (people see what they expect to see) Copyright © 2021 Pearson Canada Inc. 2 - 34 Stimulus Organization (1 of 2) Gestalt psychology The whole is greater than the sum of its parts A stimulus is interpreted based on its assumed relationship with other events, sensations, or images Principle of Closure: – People tend to perceive an incomplete picture as complete Copyright © 2021 Pearson Canada Inc. 2 - 35 Principle? “Gestalt” Psychology Principle of similarity : – We tend to group together objects that share the same physical characteristics ➔ Categorization “Gestalt” Psychology Figure-Ground Principle: – One part of a stimulus will dominate (the “figure”) and other parts will recede into the background (the “ground”). Gestalt Principle This Swedish ad relies on gestalt principles - the perceiver organizes the separate images into a familiar image. 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 Repositioning Copyright © 2021 Pearson Canada Inc. 2 - 40 Perceptual Map  Takeaways Need to be innovative in coming up with new exposure & attention getting techniques People’s perceptions are subjective and they may not understand where they’re coming from Products/services may be perceived very differently by different people or when presented in different ways For a marketer, it is essential to understand consumer perceptions. Copyright © 2021 Pearson Canada Inc. 2 - 42