Session 3: Perception
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-1
Learning Objective 1
• The design of a product is now a key
driver of its success or failure.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-2
Sensory Systems
• Vision
• Scent
• Sound
• Touch
• Taste
Brand Sensory System??
Barbeque Nation
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-3
Vision
• Marketers communicate meaning on a
visual channel using a product’s color,
size, and styling.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-4
For Reflection
What is Inside Me ?
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5-5
Scent
• Like color, odor can also
stir emotions and memory.
• Scent Marketing is a form
of sensory marketing that
we may see in lingerie,
detergents, and more.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-6
Class Talk
• Imagine you are the marketing consultant
for the package design of a new brand of
Shaving Foam targeted to an affluent
market?
• What recommendations would you provide
in terms of such package elements as
color, symbolism, and graphic design?
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-7
Learning Objective 2
• Products and commercial messages often appeal
to our senses, but because of the profusion of
these messages, most won’t influence us.
Sensory marketing means that
companies pay extra attention to
how our sensations affect our
product experiences.
Marketers recognize that our
senses help us to decide which
products appeal to us.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-8
Key Concepts in Use of Sound
• Audio watermarking
• Sound symbolism
• Phenomes
Signature Tune
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Key Concepts in the Use of Touch
• Haptic Sense: Touch matters
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-10
For Reflection
• How has your sense of touch influenced
your reaction to a product?
• Which of your senses do you feel is most
influential in your perceptions of products?
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-11
Learning Objective 3
• Perception is a three-
stage process that
translates raw stimuli
into meaning:
Exposure, Attention and
Retention
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall
3-12
Sensation and Perception
• Perception is the process by
which sensations are
selected, organized, and
interpreted.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-13
Figure 3.1 Perceptual Process
We receive external
stimuli through
our five senses
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-14
Stage 1: Key Concepts in Exposure
• Sensory threshold
• Absolute threshold: Advertisers must reach the absolute
threshold for consumers to be able to experience their advertising
tactic. It is interesting that the absolute threshold changes over
time. Consumers adapt and get used to a certain ad or message so
no longer notice it. This is one of the reasons why advertisers
change their ads frequently.
• Differential threshold
• JND
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-15
The Starbuck Logo Evolves
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3-16
Differential Threshold
(Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected
between two similar stimuli
• Weber’s law
– The j.n.d. between two stimuli is not an
absolute amount but an amount relative to
the intensity of the first stimulus
– The stronger the initial stimulus, the
greater the additional intensity needed for
the second stimulus to be perceived as
different.
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5-17
Marketing Applications
of the J.N.D.
• Marketers need to determine the relevant j.n.d.
for their products
– so that negative changes are not readily
discernible to the public
– so that product improvements are very
apparent to consumers
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5-18
Class Talk
• How might a cereal
manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms of:
• Product decisions
• Packaging decisions
• Advertising decisions
• Sales promotion decisions
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5-19
For Reflection
• Some studies suggest that as we age, our
sensory detection abilities decline. What
are the implications of this phenomenon
for marketers who target elderly
consumers?
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-20
Hall
Attention
• Attention is the extent to which processing
activity is devoted to a particular stimulus
• Consumers experience sensory overload
• Marketers need to break through the clutter
Psychic Economy
https://www.youtube.com/watch?v=mi4yKET-tBg
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-21
How Do Marketers Get Attention?
• Personal Selection • Stimulus Selection
• Experience • Contrast
• Perceptual filters • Size
• Perceptual • Color
vigilance • Position
• Perceptual • Novelty
defense
• Adaptation
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-22
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-23
Class Exercise
• Visit Web sites of different brands for any
one type of product category (e.g. Laptop,
Cars, FMCG, Cosmetics, or Premium
Shoes) and analyse the colors and other
stimuli design elements used by different
brands.
• Draw a comparison among them in terms
of which brand web site is ‘effective’ and
which is ‘ineffective’? Why?
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall
3-24
Factors Leading to Adaptation
Intensity Duration
Discrimination Exposure
Relevance
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-25
Learning Objective 6
• We interpret the stimuli to which we do
pay attention according to learned patterns
and expectations.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-26
Stimulus Organization
• Gestalt: the whole is greater than the sum of its
parts
• Closure: people perceive an incomplete
picture as complete
• Similarity: consumers group together objects
that share similar physical characteristics
• Figure-ground: one part of the stimulus will
dominate (the figure) while the other parts
recede into the background (ground)
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-27
Application of the
Figure-Ground Principle
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-28
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 2-29
Interpretation
• Interpretation refers to the meaning we
assign to sensory stimuli, which is based
on a schema
• Interpretation refers to the
meaning we assign to
sensory stimuli, which is
based on a schema
(pattern)
• These patterns are learned
and culturally determined
• We perceive what we
expect to perceive
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall
3-30
How do you Interpret this image?
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5-31
The possible pattern of though could be..
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5-32
Interpretation
• People hold meanings
related to stimuli
Stereotypes
Stereotypes
Physical https://www.youtube.co
PhysicalAppearances
Appearances
m/watch?v=vOX0Xrx
Descriptive
DescriptiveTerms
Terms Yqpc
First Impressions
Projections Culture Stereotyping
Halo
HaloEffect
Effect
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5-33
Interpretation
• Positive attributes of
Stereotypes people they know to
Stereotypes
those who resemble
Physical Appearances
Physical Appearances them
Descriptive
Descriptive Terms
Terms
• Important for model
selection
First Impressions
Projections
Halo
HaloEffect
Effect
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5-34
Interpretation
• Verbal messages
reflect stereotypes
Stereotypes
Physical Appearances
Descriptive Terms
Projections
Halo Effect
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5-35
Interpretation
• One projects one’s
Stereotypes own desirable
Stereotypes
thoughts, motivations,
Physical Appearances
Physical Appearances desires, and feelings
Descriptive onto someone else
DescriptiveTerms
Terms
First Impressions
Projections
Halo
HaloEffect
Effect
Adapted from Pearson Education, Inc. publishing as Prentice Hall
5-36
Interpretation
• Consumers perceive
Stereotypes and evaluate multiple
Stereotypes
objects based on just
Physical Appearances
Physical Appearances one dimension
Descriptive
DescriptiveTerms
Terms
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Adapted from Pearson Education, Inc. publishing as Prentice Hall
5-37
Learning Objective
• Subliminal advertising is a controversial but
largely ineffective way to talk to consumers
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-38
Subliminal Techniques
• Embeds: figures that are inserted into
magazine advertising by using high-speed
photography or airbrushing.
• Subliminal auditory perception: sounds,
music, or voice text inserted into
advertising.
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-39
For Reflection
• Do you think that subliminal perception
works?
• Under what conditions could it work?
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-40
Learning Objective 6
• The field of semiotics helps us to understand
how marketers use symbols to create meaning
Product
Nike
Performance
Symbol Interpretation
(Meaning)
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 3-41
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall
Product Positioning
• Establishing a specific image for a brand
in the consumer’s mind in relation to
competing brands
• Conveys the product in terms of how it
fulfills a need
• Successful positioning creates a
distinctive, positive brand image
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5-43
Examples of Brand Positioning
Lifestyle Tag Heur is “high class”
Price leadership Big Bazar is “sabse sasta”
Attributes Munch is “solid crunch”
Product class I20 is sporty compact sedan
Occasions Cadbury Celebration Pack for Festivals
Users Nescafe for ‘My first cup of coffee’
Quality At Volvo “it is safest”
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5-44
Perceptual Mapping
A means of displaying or
graphing, in two or more
dimensions, the location of
products, brands, or groups of
products in customers’ minds.
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2-45
Bathing Soap: Attributes
• Expensive
• Moisture
• Freshness
• Indian
• Family use
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall 2-46
Perceptual Mapping—Bathing Soap Category
Good for
Family
Dove
Lux
Non-Indian
Indian
Patanjali Cinthol Liril
Not good for
Family
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall Template by:
www.perceptualmaps.com
Perceptual Mapping—Bathing Soap Category
Good for
Moisture
Dove
Lux
Not expensive
Expensive
Slot for new
brand to position
itself
Patanjali Cinthol Liril
Not good for
moisture Template by:
Adapted from 2015 Pearson Education, Inc. publishing as Prentice Hall www.perceptualmaps.com
