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Welcome to

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Chapter No: 08of

MKT 425: Consumer Behavior

Chapter Name: Perception

Modular:

Mr. Afjal Hossain

Lecturer

Department of Marketing, PSTU

Learning Objectives

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

1. Understand the roles of perception of defining anyobject.

2. To know the function of the different sensory organs.

3. To know how the perception of different people arechanged over time.

Definition

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

Perception:

How a person see world around him?

How each person recognizes, selects, organizes and

interprets the stimuli based on his/ her own needs,

values and expectations?

The process by which an individual uses information

to create a meaningful picture of the world by

•selecting,

•organizing

•interpretingPerception is important because people selectively perceive what

they want and it affects how people see risks in a purchase.

Definition

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04

Stimuli:

Stimuli is the plural form of Stimulus. A stimulus is any

unit of input to any of the sense.

Examples, product, packages, brand names,

advertisements and commercials.

Elements of Perception

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05

Elements of Perception

1. Sensation:

Sensation is the immediate and direct response of the

sensory organs to stimuli.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06

Sensory Receptors:

Sensory receptors are human organs or sensoryorgans that receive sensory inputs.

Sensory Organs Functions

Eyes To see

Ears To hear

Nose To smell

Mouth To taste

Skin To feel

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07

2. Absolute Threshold

The lowest level at which an individual can experience a

sensation.

The point at which a person can detect a difference between

“something” and “nothing” is his/ her absolute threshold for that

stimulus.

Ex: The distance at which a driver can note a specific billboard on

a highway is that individual's absolute threshold.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08

Sensory Adaptation:

It is a problem that concerns many national advertisers which is

why they try to change their advertising campaign regularly.

The only reason they think that the ads will no longer provide

sufficient sensory input to be noted.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09

Sensory Adaptation:

Other Reasons:

• They are using so much clutter

• They are decreasing sensory input

• They are placing their ads in unusual/ technological media

• Package designers try to determine consumer’s absolute

threshold

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010

3. Differential Threshold

The minimal difference that can be detected between two similar

stimuli.

Ex: The price of juice pack can’t notice but the price of milk-

powder/ electricity will be noticed.

It is also known as Just Noticeable Difference/ j.n.d.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 011

Marketing Implications of j.n.d.

Manufacturers/ Marketers use j.n.d. for their products for 2

reasons:

• Negative changes (below the j.n.d.)

reduction in product size/ quality, increase the product price

• Product improvements (above the j.n.d.)

lower price, updated packaging, larger size etc.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 012

4. Subliminal Perception

When people perceive the thing at the level beyond they should be

is called subliminal perception.

Ex: Bangla Film.

Elements of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 013

5. Supraliminal Perception

When people perceive the thing at the level above they should be

is called supraliminal perception.

Ex: English Film.

One of the major principles of perception is dynamics of perception:

Raw sensory input by itself does not produce or explainthe coherent picture of the world. Indeed, the study ofperception is what we subconsciously add to or subtractfrom raw sensory inputs to produce our own privatepicture of the world. There are 3 aspects of perception:

1. Perceptual Selection

2. Perceptual Organization

3. Perceptual Interpretation

Dynamics of Perception

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 014

1. Perceptual Selection

Perceptual Selection is to recognize the stimuli. Stimuliselected based on two major factors:

• Consumer previous experience

• Their motives at the time

These factors give rise to 4 important concepts of concerningperception:

a. Selective Exposure

b. Selective Attention

c. Perceptual Defense

d. Perceptual Blocking

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 015

2. Perceptual organization

The principles of perceptual organization is first developedby Gestalt and referred to as Gestalt psychology. Three basicprinciples are:

• Figure-ground

• Grouping

• Closure

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 016

2. Perceptual organization

• Figure-ground– Organization depends on what we see as figure (object) and what

we perceive a ground (context).

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 017

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 018

2. Perceptual organization

• Figure-ground

2. Perceptual organization

• Grouping– Organization depends on what we form a unified picture or

information as groups or chunks of information rather than asdiscrete bits of information.

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 019

2. Perceptual organization

• Laws of Perceptual Grouping

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 020

2. Perceptual organization

• Closure– We perceive figures with gaps in them to be complete.

Dynamics of Perception (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 021

3. Perceptual Interpretation

The interpretation of stimuli is uniquely individual because

• It is based on what they expect to see in the light ofprevious experience

• Number of plausible explanations they can envision

• Motives and interest at the time of perception.

Dynamics of Perception

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 022

1. Physical AppearancesPeople like those people who are smart, beautiful etc…

2. StereotypesBlack & White men are arrested together meaning that white arrests black.

3. First ImpressionsPeople love at first sight.

4. Jumping to ConclusionsYou will be slim/ heavy if you purchase this product.

5. Halo EffectWhenever one thing can be interpreted from different angle.

Perceptual Distortion

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 023

Query?

Thank You

… For staying with me …

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 025