Professional Documents
Culture Documents
BEHAVIOUR
2017- 18
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Session 3
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Perception an illustration
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Perception an illustration
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Role of Stimuli in Perception
oAttention - be it voluntary or involuntary; is a prerequisite for perception to
take place
oAttention occurs when we notice the stimuli
oStimuli: unit of sensory input to any of the senses
oMarketing stimuli: advertisements, products, packaging, brand names etc.
oSensory receptors: human organs that receive these stimuli (eyes, ears, nose,
mouth, skin)
oSensation: immediate and direct response of the sensory organs to the stimuli
oWhile most of marketing focuses on sight and sound, much research is being
done on smell and touch
oSensory Branding
o Mosquito coils
o Cake Shops
o Pain Balms
o Hair Oils
o Toilet / Bathroom / Floor Cleaners
o Room / Bathroom Freshners
o Click sounds of bottles or jars/ Thump sounds of cars
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Stimulus-Response Model
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Sensation and Absolute threshold
oThe absolute threshold is the lowest level at which an individual can experience a
sensation
oThe point at which a person detects a difference between something and
nothing is his absolute threshold for that stimulus
oAdvertisers aim to reach this level
oWhen exposed to a series of ads for e.g. billboards on a highway, the senses tend
to become dulled, hence the absolute threshold needs to be increased
oIncreased exposure to a particular stimulus leads to Sensory adaptation : getting
used to a stimulation.
oAs consumers get used to a stimulation such as an ad message and may no longer
notice it; hence the stimuli need to be changed frequently bcoz the Absolute
threshold level keeps on changing
Changing Absolute threshold:
Ambush Marketing and Experiential Marketing
oAmbush Marketing : placing ads in places where consumers do not expect to see
them and cannot readily avoid them
oE.g. Projecting ads on buildings, ads in subways etc.
oExperiential Marketing : customers engaging and interacting with brands to create
emotional bonds with them
oE.g. LIVE engagements with the brand in a mall / some central location, organizing
house-parties where guests could come, see and consume the product
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Differential Threshold
The Just Noticeable Difference or j.n.d
oMinimal difference that can be detected between two
similar stimuli
oWebers 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
Selection
Organization
Interpretation
Perceptual Selection
Perceptual Defense /
Selective Exposure Selective Attention Perceptual Blocking
Selective Distortion
Consumers seek out Heightened Screening out of Consumers avoid
messages which: awareness of stimuli stimuli which are being bombarded
Are pleasant which meets their threatening with stimuli by
They can needs Unconsciously blocking or tuning
sympathize Minimal awareness distort information them out of
of stimuli irrelevant that is not conscious
Reassure them of
to needs consistent with their awareness
wisdom of their
purchases Consumers prefer needs and beliefs
Avoiding the different messages E.g. Cigarette ads
painful ones and medium
Perceptual Organisation
How consumers organize this information depends upon:
Inter-relationship between the stimulus itself i.e. the figure and the
Figure and environment or background in which it appears i.e. the ground
Stimuli that contrast the environment are more easily noticed
Ground Product placements (inserting the product in a TV show or a movie)
tend to get noticed
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Figure and Ground
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Perceptual Interpretation
oOnce people have selectively identified the stimuli,
organized them on the basis of some psychological
principles, next is how they interpret these stimuli
oThis interpretation; like selection and organization, is also
highly individualistic
oSometimes the stimuli are highly ambiguous or weak due
to poor visibility, brief exposure and high noise levels
oAnd at other times, individuals carry biased pictures in
their minds of the meaning of various stimuli
Perceptual Interpretation
First
FirstImpressions
Impressions o A rational match between the
product and the physical
Halo
HaloEffect
Effect attributes of the model is
necessary
Perceptual Interpretation
Brands Level of
Prices
carried service
Store Product
Clientele
ambience assortment
Discounts
Manufacturers Image
oSeek Information
oStay Brand Loyal
oSelect by Brand Image
oRely on Store Image
oBuy the Most Expensive Model
oSeek Reassurance