Class 5 Consumer Perception CA 2018 Consumer Insight A.Kwanta Sirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department.

Class 5Consumer Perception

CA 2018 Consumer InsightA.Kwanta SirivajjanangkulA.Panitta Kanchanavasita

Albert Laurence School of Communication ArtsDepartment of Advertising

2013

Consumers as Individuals

Consumers as Individuals

Consumer Perception

Chapter outline• Understanding of the perceptual

process.• The Five sensations• Attention• Exposure• Interpretation

The Perceptual ProcessSensoryStimuli

Sights Sounds Smells Taste Textures

SensoryReceptors

Eyes Ears Nose Mouth Skin

Sensation• The immediate response of the sensory receptors

to basic stimuli• The unique sensory quality of a product helps it

to stand our from the competition.

SensoryStimuli

SensoryReceptors

Sights Sounds Smells Taste Textures

Eyes Ears Nose Mouth Skin

Perception• The process by which people select,

organize, and interpret these sensations.

• Focuses on what we add to these raw sensations in order to give them meaning.

Hedonic Consumption and the design economy• Consumer increasingly want to buy things that will give

them hedonic value in addition to simply doing what they’re designed to do.

• Emotional experience. Mass-market consumers thirst for great design.

• “Form is Function”

Vision• Marketers rely heavily on visual elements in

advertising, store design, and packaging.

Color may directly

influence our emotions

even more.

Feeling arousal and stimulate appetite

Peaceful and Relax

Some reactions to color come

from learned associations.

Color elicit such strong emotional reactions.Color palette is a key issue in packaging design.

It helps to “color” our expectation of what’s inside the package.

Trade dressColor combinations come to be so strongly

associated with a corporation.

Trade dressColor combinations come to be so strongly

associated with a corporation.

Scent

Scent

Sound• Many aspects of sound affect

people’s feeling and behaviors.

H and M/ Top Shop/ Restaurant/ Bar/IKEA

Touch• Sensations that reach the skin whether from a luxurious

massage or the bite of a winter wind, stimulate of relax us.

• Cola bottle– Contoured cola was designed approximately 90 years ago.

• Researchers even have shown that touch can influence sales interactions.– Tissue, Make up, tasting product.

• Fragrance and cosmetics containers in particular tend to speak to consumer via their tactile appeal.– Made of glass Sense of luxury

Touch

Tactile – Quality AssociationsPerception Male Female

High Class Wool Silk Fine

Low Class Denim Cotton

Heavy Light Coarse

TasteTaste receptors

obviously contribute to our

experience of many products.

The Perceptual Process

SensoryStimuli

SensoryReceptors

Sights Sounds Smells Taste Textures

Eyes Ears Nose Mouth Skin

Exposure• Occur 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.

Absolute threshold• Refer to the minimum amount of

stimulation that can be detected on a given sensory channel.

• Billboard– With the very creative copy, too small to see it.

The differential Threshold• Refer to the ability of a sensory system to detect changes

or differences between two stimuli.

• Sometimes a marketer may want to ensure that consumers notice a change, as when a retailer offer merchandise at a discount. Regular price Now price

Perception Thresholds• Brand that need to update their images without sacrificing

the brand image.– Make product, logo, trademark, or package different enough so

that consumers will notice the change.– And also notice that it’s no longer the same product.

– Starbuck, Coke, Sunsilk.

The Perceptual Process

SensoryStimuli

SensoryReceptors

Sights Sounds Smells Taste Textures

Eyes Ears Nose Mouth Skin

Attention• Refer to the extent to which

processing activity is devoted to a particular stimulus.

• Information society Sensory overload multitasking

Perceptual selection• People attend to only small portion of the

stimuli to which they are exposed.

The Perceptual Process

SensoryStimuli

SensoryReceptors

Sights Sounds Smells Taste Textures

Eyes Ears Nose Mouth Skin

Interpretation• Refer to the meanings we assign to sensory

stimuli.

• Two people can see and hear the same event, but their interpretation of it can be different as well.

Stimulus Organization• One factor that determines how we will interpret a stimulus is

the relationship we assume it has with other events, sensations, or image in memory.

• The Gestalt perspective provides several principals that relate to the way our brains organize stimuli.

• The closure principle– People tend to perceive an incomplete picture as complete.

• The principal of similarity– People tend to group together objects that share similar physical

characteristics

• The figure-ground principle– One part of a stimulus will dominate (the figure), and other parts

recede into the background (the ground).

Interpretational Biases• “Seeing what

you want to see”

• Determine the meaning based on our past experiences, expectations, and needs.

Semiotics• The field of study that studies the

correspondence between signs and symbols and their roles in how we assign meanings.

• It is the key link to consumer behavior because consumers use products to express their social identities.

Semiotics

Semiotics• Object– The product that is focus of the message

• Sign– The sensory image that represents the

intended meaning of the object

• Interpretant– The meaning we derive from the sign

Semiotics

Semiotics

Semiotics

Perceptual Positioning• Perception of a brand comprises both its

functional attributes and its symbolic attributes

Perceptual Map

Consumers as Individuals

AnyQuestion

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