People see what they expect to see - Consumers use cues to help them identify & define reality

1. People see what they expect to see • - Consumers use cues to help them identify & define reality

2. What color is a cell phone? • Product can come to own cues: What brand of soft drinks are related to the following colors? -RED -BLUE -GREEN • What brand of films come to mind for the following colors? -YELLOW -GREEN • How do consumers determine “Cleanliness” In Clothes? i.e., Mixed Sensory Modalities.

3. CONSUMER PERCEPTION It is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world • Sensory receptors are organs (eyes, nose…) that receive sensory inputs. SENSATION • is an immediate & direct response of the sensory organs to simple stimuli • Depends on energy change

4. What is this Ad trying to do to your senses? As Sensory input decreases our ability to detect changes in inputs increases. i.e. Maximum sensitivity under Minimum stimulation SoundPerform

5. CONSUMER PERCEPTION:ABSOLUTE THRESHOLD • Is the lowest level at which an individual can detect differences between Nothing & Something_ • How may remember the first Ad I played in the last lecture? • How many remember the 3rd Ad I played in the last lecture? • The more the stimulation the higher the Absolute Threshold

6. CONSUMER PERCEPTION: SENSORY ADAPTATION • Is getting used to certain level of stimulation. Q. What could marketers do to overcome ‘sensory adaptation’?

7. SENSORY ADAPTATION Q. What could marketers do to overcome ‘sensory adaptation’? - hSensory inputs to cut through the ‘clutter’ - hAttention by iInputs. • Use uniqueness/ new methods to attract attention

8. CONSUMER PERCEPTION: DIFFERENTIAL THRESHOLD • Is the minimal difference that can be detected between two similar stimuli – Also J.N.D. (Just Noticeable Difference)

9. DYNAMICS OF PERCEPTION Perception is not a function of sensory inputs alone. It is a function of • Physical Stimuli • Predispositions (based on expectations, motives, learning…) 3 Key Aspects of perception are : • Selection • Organization • Interpretation

10. Selection • Organization • Interpretation PERCEPTUAL SELECTION • Individuals are selective as to which stimuli they recognize • Stimuli that gets selected depends upon 2 factors : Consumers Motivation & Past Experiences. CONCEPTS RELATED TO SELECTION: • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking

11. Selection • Organization • Interpretation PERCEPTUAL ORGANIZATION Perception is guided by meanings consumers derive from the totality of the stimulus and not from its parts. 5 KEY PRINCIPLES PRINCIPLES OF FIGURE & GROUND PRINCIPLE OF GROUPING PRINCIPLE OF CLOSURE PRINCIPLE OF SIMILARITY PRINCIPLE OF COMMON FATE

12. Memorize the digits in 123455654 PRINCIPLE OF GROUPING -People group stimuli so that they can form a unified picture/impression (e.g. ‘Chunking’ SS#/ Phone #’s) GROUPING

13. PRINCIPLE OF SIMILARITY-Group similar objects together (e.g. Minolta in a garage)

14. PRINCIPLE OF COMMON FATE- Going in the same direction perceived as being the same

15. Selection • Organization • Interpretation PERCEPTUAL INTERPRETATION DISTORTING INFLUENCES PHYSICAL APPEARANCE People attribute the qualities they associate with certain people to others who resemble them e.g. Attractive Men aSuccessful Businessmen STEREOTYPES People carry ‘pictures’ in their minds of the meanings of various kind of stimuli IRRELEVANT CUES When faced with a difficult perceptual judgement, consumers often respond to irrelevant stimuli e.g. Color/Style in Car purchase