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Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski

5PERCEPTION AND INFORMATION PROCESSING


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Perception and information processing

At the end of this session, you should understand:• The nature of perception and its role in consumer behaviour• The concepts of exposure, attention, interpretation, memory

and their role in the interpretation of marketing information• The information processing process as it relates to consumer

behaviour• The communication processes involved in perception• The relevance of gestalt theory to consumer theory• The concept of semiotics and its relevance to consumer

perception• The role of risk and risk reduction strategies• The nature of positioning and consumer behaviour• The importance of brands in consumer marketing


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What do you see?


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What do you see now?


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What colour comes to mind?


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So….what then is perception?

• How we interpret stimuli from the environment

• Perception is how we organise and give meaning to new information from the environment

• A sensation is the immediate experience generated by an incoming stimulus from our sensory receptors


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Information processing


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Exposure

• Exposure occurs when our sensory receptors detect a stimulus

• Implication for marketers:– Consumers must be exposed to your marketing efforts

for them to perceive anything– Ad placement - being in the right place at the right time!!– Road blocking - catch them at every corner:

Ads on competing channels Use multiple media


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Attention

• Attention occurs when information is transferred from the sensory receptors to the brain for further processing

• Attention-getting techniques could include the use of:

– Colour, size, intensity, contract, novelty, humour

– Salience - we tend to pay attention to things that we think are important to us - make the ad seem important!

– Repetition

See EXHIBIT 5.1 Unicef uses a striking statement to gain attention, page 124.

PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.


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Physiological measures of attention

• Eye pupil dilatation• Eye tracing• Tachistoscopic tests• Theatre tests• Brain-wave analysis


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Interpretation

• Interpretation occurs when consumers give meaning to the incoming stimulus information

• Information is subject to:– Cognitive interpretation - the process of adding meaning

from existing knowledge– Affective interpretation - the processing of information

and adding meaning based on feelings

• Influences on interpretation:– Individual characteristics– Stimulus factors– Situational factors– The way the information is presented


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Memory

• Memory is the information storage facility in the brain.

– See Chapter 6 for more information


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Perception theories that guide marketing decisions

• Absolute threshold

– Lowest point that we perceive stimuli

– Adaption - the process of flipping through the pages and ‘ignoring’ the advertisements

– Marketers need to break through the clutter


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• Weber’s concept of Just Noticeable Difference (JND)

– Just Noticeable Difference - the minimum level of change to a stimulus that is required in order for the change to be noticed

– Weber’s law states: ‘the stronger the initial stimulus, the greater the change required for the stimulus to be seen as different’

– Some things you want your customers to notice - e.g. specials, improvements

– Others you don’t - changes in packaging, size


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• Selective exposure– We don’t notice everything!– We filter out unwanted information

• Selective distortion– We add preconceived ideas or attitudes to interpret new

information that enters the sensory store of the memory

• Selective retention– We remember information that we find meaningful and

interesting

• Selective attention– We don’t take in all the information around us– Marketers need to identify what their customers will notice

and pay attention to


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• Stimulus generalisation– When a conditioned response occurs to stimuli that are

similar to the conditioned stimulus– When you find it hard to tell the difference between two

stimuli - e.g. ‘me-too’ products

• Stimulus discrimination– Ability to see a distinct difference between stimuli– What marketers want to achieve from their products


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• The influence of colour on perception– Colours have different meanings, which can vary from culture

to culture– What do these colours mean to you?

Blue Red White Green

– Choose colours carefully for advertising, signage and packaging as it can influence what they mean to your target audience

• The influence of semantics on perception– Words can have double meanings - choose them carefully


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• Perceptual categorisation– Personal constructs - we categorise related information

into sets in our mind

– Applications for marketers Family branding


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Communication process


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Gestalt theory

• Gestalt is about patterns or configurations

• Individuals categorise incoming stimuli into patterns that are meaningful to them

– e.g. a setting with two adults and children picnicking in the park may be perceived as a traditional family

• The view is of the whole rather than the parts of a message

• Categorisation occurs at the interpretation stage of information processing


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Figure and ground perception

• Figure and ground perception– The way in which we

distinguish between a figure and its background

See EXHIBIT 5.4 This advertisement demonstrates figure and ground perception, page 140.



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Grouping

• Grouping stimuli to make sense of messages

– Similarity Use of family branding

– Proximity

– Closure Taking existing

information from our memory and relating it to new information to make sense of incomplete messages


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‘Copycats trip over spitting images’ - Activity

• Case in point 5.1– ‘Big brands, after a landmark court win, have a new

weapon against imitators - the gestalt factor’

• Read the above case study and discuss the associated questions


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Semiotics

• Use of symbols or signs to establish an image and convey a message


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Perceived value

• Three types of consumer value:– Extrinsic vs. intrinsic

Extrinsic – consumption satisfies some further goal• e.g. mobile phone in order to communicate

Intrinsic – consumption for its own sake• e.g. CD for pleasure

– Self orientated vs. others oriented– Active vs. reactive

Active – doing something with a product, such as eating a meal

Reactive – responding to a product, such as the pleasure of visiting an art gallery


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Perceived risk

• The fear that products or services purchased may result in disappointment or unpleasant consequences

• For services, perceived risk can be diminished by:– Advertising to make intangible aspects tangible– Demonstrating the service – Encouraging word of mouth communication about the

service– Aiming for brand building


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Types of risk

• Financial risk

• Physical risk

• Social risk

• Ego risk

• Opportunity risk


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Strategies to reduce risk

• ‘Try before you buy’ techniques• Extended warranty and money back guarantee• Building a strong brand image• Extensive advertising and promotion using

respected spokespeople• Providing rewards for reinforcement of purchase• Providing back up customer service and technical

support


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Reducing risk

See EXHIBIT 5.6 Reducing perceived financial risk and EXHIBIT 5.7 Another risk reduction promise, page 145.



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Positioning

• How your offering or organisation is perceived in the mind of the consumer


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Positioning maps

• A graphical representation of the market according to consumer perceptions


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Positioning strategies

• Positioning:– In relation to competitors– On the basis of product

attributes and benefits– On the basis of usage

occasion (e.g. Emporio biscuits)

• Repositioning brands

See EXHIBIT 5.8 Arnott’s Emporio are positioned for a usage situation, page 149.



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Brands

• A brand is a mix of tangible and intangible elements that make up an identifying name, mark or symbol

• Important to differentiate products that are essentially the same– e.g. to create feelings, emotions, loyalty– Aaker’s brand identity model, a brand is a person

• A brand is ‘a link between the organisation’s marketing activities and consumer perceptions’

• Brand evaluation– Functional and feature orientated, or abstract and intangible

• Brand equity– The value customers attribute to the brand itself

• Brand names• Line and brand extension


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The means end chain theory

• A way of determining consumer behaviour,based on perception of brand attributes, benefits and customer values

• Links the tangible attributes of a product with the individual and social needs (benefits and values) of customers


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Positioning and brand building in the pharmaceutical industry

• Case in point 5.4– ‘Bringing healthcare brands to life’

• Read the above case study and discuss the associated questions

ppt_ch05 (1)

Documents

consumer behaviour

consumer perception

karen webb slides

mcgrawhill australia

sarah fletcher

morena dobrowolski

information copyright

consumer theory