MODULE 3.3 CONSUMER PERCEPTION CHAP 11.

1 PERCEPTION
Perception is defined as the process by which an individual selects, organizes & interprets stimuli into a meaningful & coherent picture of the world. A stimulus is any unit of input to any of the senses. Examples of stimuli (i.e., sensory input) include products, packages, brand names, advertisements & commercials. Sensory receptors are the human organs (eyes, ears, nose, mouth & skin) that receive sensory inputs. Their sensory functions are to see, hear, smell, taste & feel. All of these functions are called into play either singly or in combination in the evaluation & use of the most consumer products. The studies of perception are largely the study of what we subconsciously add to or subtract from raw sensory inputs to product our own private picture of the world.

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MODULE 3.3 CONSUMER PERCEPTION CHAP 11.2 SENSATION

Sensation is the immediate & direct response of the sensory organs to

simple stimuli (an advertisement, a package, a brand name). Human sensitivity refers to the experience of sensation. Sensitivity to stimuli varies with the quality of an individuals sensory receptors (eyesight or hearing) & the amount or intensity of the stimuli to which he or she is exposed. For ex, a blind person may have a more highly developed sense of hearing than the average sighted person & may be able to hear sounds that the average person can not. Smell is the sense most closely tied to memory. Some adults, for ex, relate the smell of crayola crayons to their childhood days.
Sensation itself depends on energy change (differentiation of input). A

perfectly bland or unchanging environment regardless of the strength of the sensory input provides little or no sensation at all. In situations in which there is a great deal of sensory input, the senses do not detect small intensities or differences in input.

As sensory input decreases, however, our ability to detect changes in

input or intensity increases, to the point that we attain maximum sensitivity under conditions of minimal stimulation. This accounts for the statement, It was so quiet I could hear a pin drop. It also accounts for the increased attention given to a commercial that appears alone during a program break, or to a B&W advertisement in a magazine full of four-color advertisements. This ability of the human organism to accommodate itself to varying levels of sensitivity as external conditions vary not only provides more sensitivity when it is needed, but also serves to protect us from damaging, disruptive or irrelevant bombardment when the input level is high.

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MODULE 3.3 CONSUMER PERCEPTION CHAP 11.3 THE ABSOLUTE THRESHOLD

The lowest level at which an individual can experience a sensation is

called the absolute threshold. The point at which a person can detect a difference between something & nothing is that persons absolute threshold for that stimulus. To illustrate, the distance at which a driver can note a specific billboard on a highway is that individuals absolute threshold. Two people riding together may first spot the billboard at different times; thus, they appear to have different absolute thresholds.
Sensory adaptation is a problem that concerns many TV advertisers,

which is why they try to change their ad campaigns regularly. They are concerned that consumers will get used to their current print ads & TVCs that they will no longer see them; that is, the ads will no longer provide sufficient sensory input to be noted.
Some marketers seek unusual media in which ton place their ads in an

effort to gain attention. Some have advertised their products on bus shelters; others have used parking bays & shopping carts; still others pay to have their products appear on TV shows & in movies. Fragrance makers often include fragrance samples in their direct mail & magazine advertisements through sealed perfume inserts.
Some marketers have retained scent researchers to develop specially

engineered smells to enhance their products & entice consumers to buy. For ex, a new-car spray gives used vehicles the smell of new plastic & carpeting. Marketers use packaging consultants & marketing research to develop up-to-date, visual marketing strategies.

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MODULE 3.3 CONSUMER PERCEPTION CHAP 11.4 THE DIFFERENTIAL THRESHOLD

The minimal threshold that can be detected between 2 similar stimuli is

called the differential threshold or the JND (just noticeable difference). A 19th century German scientist, Ernst Weber, discovered that the just noticeable difference between 2 stimuli was not an absolute amount, but an amount relative to the intensity of the 1st stimulus. Webers law, as it has come to be known, states that stronger the initial stimulus, the greater the additional intensity needed for the 2nd stimulus to be perceived as different. According to Webers law, an additional level of stimulus equivalent to the JND must be added for the majority of people to perceive a difference between the resulting stimulus & the initial stimulus. Webers law holds for all the senses & for almost all intensities.
Marketing Application of the JND: Marketers endeavor to determine the

relevant JND for their products for 2 very different reasons: 1) so that negative changes (reduction in product size, increase in product price or reduced quantity) are not readily discernable to the public & 2) so that product improvements (improved or updated packaging, larger size, lower price) are very apparent to consumers without being wastefully extravagant. For ex, because of rising costs, many manufacturers are faced with the choice of increasing the prices or reducing the quantity of the product offered at the existing price. Some companies have done both, keeping the increased cost or the reduced size just under the JND to avoid negative consumer reaction.
When it comes to product improvements, marketers very much want to

meet or exceed the consumers differential threshold; that is, they want consumers to readily perceive any improvements made in the original product. Marketers can use the JND to determine the amount of improvements they should make in the original product. Less than the JND is a wasted effort because the improvement will not be perceived; more than the JND may be wasteful by reducing the level of repeat sales.
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MODULE 3.3 CONSUMER PERCEPTION CHAP 11.5 SUBLIMINAL PERCEPTION

People are also stimulated below their level of conscious awareness; that is, they can perceive stimuli without being consciously aware that they are doing so. The threshold for conscious awareness or conscious recognition appears to be higher than the absolute threshold for effective perception. Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells. This process is called subliminal perception because the stimulus is beneath the threshold, or limen, of awareness, though obviously not beneath the absolute threshold of the receptors involved (perhaps of stimuli that are above the level of conscious awareness is called supraliminal perception.

In general, there are 3 types of subliminal perception: 1. Briefly presented visual stimuli 2. Accelerated speech in low-volume auditory messages and 3. Embedded or hidden imagery or words in print ads or on product labels (Embeds are defined as disguised stimuli not readily recognized by readers that are planted in print ads to persuade consumers to buy their products)
Research studies of subliminal persuasion: While the simple

subliminal stimulus COKE served to arouse thirst in subjects, the subliminal command DRINK COKE, did not have a greater effect, nor did it have any behavioral consequences. Present-day liquor ads use this technique, suggesting an alternate product.
Evaluating

the effectiveness of subliminal persuasion: Although there is some evidence that subliminal stimuli may influence affective reactions, there is no evidence that subliminal stimulation can influence consumption motives or actions. There continues to be a big gap between perception & persuasion. A recent review of the evidence on subliminal persuasion indicates that the only way for subliminal techniques to have a significant persuasive effect would be through long-term repeated exposure under a limited set of circumstances, which would not be
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economically feasible or practical within an advertising context.

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