1 / 10

Consumer Perception

Consumer Perception. Consumer Perception. Perception Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world More than sensing something Assigning meaning and incorporating it into their world

makani
Download Presentation

Consumer Perception

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumer Perception

  2. Consumer Perception • Perception • Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world • More than sensing something • Assigning meaning and incorporating it into their world • Part of the “Information Processing” process

  3. Consumer Perception • Consumer’s Processing of Information • Exposure • Attention • Comprehension -- Working Memory • Acceptance • Retention -- Permanent Memory • Perception • Deals with the first two steps

  4. Consumer Perception • Exposure Information • Consumers are exposed to virtually an infinite amount of information • Non-marketing • Marketing • Consumers self select the information for which they come into contact • Some consumers never watch CNN – will never be come into contact commercials (marketing stimuli) that run on this network

  5. Consumer Perception • Is it difficult to achieve exposure? • What percent of individuals watching TV actually watch the commercials? • Estimates range from 20% to 80% (best guess is 41%) • Radio estimates are even slightly lower (i.e., about 40% listeners actually listen to a commercial) • How do consumers decide? • Sensation (raw sensory response to a stimulus), is needed to facilitate exposure • Must notice something before you allow exposure • P(Sensation) = f (absolute threshold) • Absolute threshold -- minimal amount of stimulus intensity necessary for sensation to occur • j.n.d. -- smallest amount of a change required to allow the C to notice • Examples -- sales prices, price increases

  6. Consumer Perception • Weber’s Law • Ability to note a change in a stimulus, depends on its initial level • Example: • $500 increase in the price of a car • $500 increase in the price of a personal computer • P (notice a stimulus change) = Change in stimulus /Initial level of stimulus

  7. Consumer Perception • Attention • Definition -- allocation of processing capacity to an incoming stimulus • Dimensions • Direction -- object of focus • Intensity -- amount of capacity • Importance -- Use of humor (or emotion) in an ad • C’s may be intense, but be directed to the emotion (“Mikey”)

  8. Consumer Perception • Attention • Ad Clutter -- Even when forced to focus on ads, C’s best remember first & last ads in a pod, well; best remember stand alone ads • Does attention guarantee success? • Shadowing experiment results – say not necessarily • C’s could tell that human’s were talking • C’s could detect male and/or female voice • C’s could not tell the content of the message • Key is not to tradeoff direction for intensity

  9. Consumer Perception • Application – Perceived Risk • Consumers assessment of potential consequences which may result from the purchase or usage of a product or service • PR = f (Uncertainty, Consequences) • Why do Cs perceive risk? • Limited experience • Limited knowledge • Past dissatisfaction

  10. Consumer Perception • Application – Perceived Risk • Types of Perceived Risk • Functional • Physical • Financial • Social Psychological • Even if unwarranted, Marketers must deal with it • Belgium’s scare with Coca-Cola

More Related