14 Oct Your task in this assignment is to recount an experience in which the perceptual cues contained in a promotional message drew your attention to a product or service that you would not otherw
Your task in this assignment is to recount an experience in which the perceptual cues contained in a promotional message drew your attention to a product or service that you would not otherwise have paid attention to. The message could be in any form (an advertisement, billboard, commercial, online promotion or even a personal interaction with a salesperson).
- Briefly describe the nature and content of the promotional message, and
- Relate the experience to a specific theory or principle discussed in Chapter 2 (Perception). Explain, with reference to theory, why you paid attention to a message that you would not otherwise have noticed or responded to.
300 words maximum
Instructor: Shaun G. Lynch, CFRE (ret.)
1 – 1
Chapter 2: Perception
MARK 305
Consumer Behaviour
1
Sensation
Sensation
Immediate response of our sensory receptors…
…eyes, ears, nose, mouth, fingers…
…to basic stimuli……
such as light, colour, sound, odour, and texture
Our world is a tapestry of stimulation
3
Perception
Perception is the process by which sensations are selected, organized and interpreted
4
Perception
Marketers contribute to the wild array of stimulation
Ads, radio, billboards, packaging…
5
Sensation and Perception
The process that makes up perception includes three components:
Exposure
Attention
Interpretation
6
Sensory Inputs
Our senses react to touch, smell, taste and other stimulation
People respond to colour, noise and music
Sensory inputs create many associations in terms of decisions, memories and choices
7
Sensory Marketing
Marketers pay special attention to the impact of sensation on our product experiences:
Sight
Smell
Hearing
Touch
Taste
LO 2.2 Sensory systems can provide a competitive advantage.
8
Vision
Colour provokes emotion
Reaction to colour is both biological and cultural
Some colour combinations come to be associated so strongly with a corporation that they become known as the company’s trade dress
Colour in packaging design is critical
9
Vision and Colour
Colours influence emotions
Some colours (e.g. red) create feelings of arousal and stimulate appetites
Blue is more relaxing
10
Vision and Colour
Older people see colours in a dull cast and therefore prefer white and other bright tones
Mature consumers are more likely to choose a white car
… So Lexus makes 60% of their vehicles in white!
11
Vision and Consumption
Container size can influence the amount we consume
as compared to medium popcorn buckets
Consumers ate 45 percent more popcorn from large
12
Vision and Consumption
Container size can influence the amount we consume
Bartenders tend to pour over 30 percent more into a shorter, wider glass than a taller glass
13
Vision and Consumption
Container size can influence the amount we consume
Consumers eat more from smaller packs of candy when multiple small packs are available
14
Vision and Consumption
Container size can influence the amount we consume
College students ate more M&Ms when given bowls that have ten (vs. seven) colours of M&Ms
15
Smell
Scents stir emotion or create calm feelings
Episodic memories of a pie out of the oven or a steaming cup of coffee… feelings of home
16
Smell
Scents stir emotion or create calm feelings
One study found the smell of fresh cinnamon buns induced sexual arousal in males
17
Hearing
Sound affects behaviour:
Airline passengers move to their seats faster when there is up-tempo music playing
18
Hearing
Sound affects behaviour:
Words can be broken down into individual sounds called phonemes, which can have measurable behavioural effects
19
Hearing
Sound affects behaviour:
Brand names with repetitive phonetic structures produce positive feelings
20
Hearing
Muzak™ uses sound and music to create a mood
High tempo = more stimulation
Slower tempo = more relaxing
21
Hearing
Muzak™ in factories can reduce absenteeism
22
Hearing
Certain high-pitched sounds that only teens can hear allow for ringtones that their parents won’t hear
23
Touch
Haptic (touch) senses
The most basic of the senses
We learn this before vision and smell
Touching affects the product experience
Waiters who touch patrons get bigger tips
Touching an item forms a relationship with the product
24
Touch
Touching affects the product experience
Waiters who touch patrons get bigger tips
Touching an item forms a relationship with the product
Touch
Touchscreens can have an impact on our behaviour
The orientation of the product affects the way in
which consumers swipe on the screen
They will swipe in the direction of the product’s orientation and this leads to increased liking
26
Photo by LinkedIn Sales Solutions on Unsplash
Touch
Endowment effect
Endowment usually occurs when consumers ascribe more value to something simply because they own it
Touching an item forms a relationship with the product
27
Photo by charlesdeluvio on Unsplash
Touch
Kansei engineering
A philosophy that translates customers’ feelings into design elements
28
Taste
Flavour houses develop new concoctions for consumer palates
Cultural changes determine desirable tastes
29
Exposure and Perception
Exposure
Exposure occurs when a stimulus comes within range of someone’s sensory receptors
Consumers can focus on the stimulus, or ignore the information
31
Sensory Thresholds
Psychophysics
The science that focuses on how the physical environment is integrated with our personal, subjective world
32
Sensory Thresholds
Absolute Threshold
The minimum amount of stimulation that can be detected on a sensory channel
33
Differential Threshold and JND
Differential Threshold
Ability of a sensory system to detect changes or differences between 2 stimuli
34
Differential Threshold and JND
Just Noticeable Difference (JND)
The minimum meaningful difference between two stimuli
35
Differential Threshold and JND
Campbell’s has changed labels discreetly over time so consumers always recognize their product
36
Weber’s Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
37
Weber’s Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
Adding 10 dots to 10 dots makes for an obvious difference
38
Weber’s Law
The stronger the initial stimulus, the greater a change must be for it to be noticed
Adding 10 dots to 110 dots makes for an undetectable difference!
39
Weber’s Law
Applications in marketing
If the original price was $5.00, $2.00 off looks like a great deal
If the original price was $500, $2.00 of is meaningless!
40
Weber’s Law
Applications in marketing
Reductions should be kept smaller than the JND so that they are not readily discernible to the public
… But product improvements should be greater than the JND so that they will be perceived by the public
41
Subliminal Perception
Occurs when a stimulus is below the level of a consumer’s awareness
Rumours of subliminal advertising are rampant …but with little proof
42
Subliminal Perception
Typical subliminal techniques include an embed (look for a tiny image in the glass)
Subliminal messages in the form of self-help tapes do not appear to be very effective
43
Attention
The extent to which processing activity is devoted to a particular stimulus
There’s enormous competition for our attention:
Marketers need to break through the clutter
44
Cutting Through the Clutter
Using native advertising, brands try to engage viewers by wedging promotional messages into broadcast content
45
Perceptual Selectivity
We activate perceptual filters based on past experiences
Perceptual vigilance
Awareness of stimuli that relate to our current needs
46
Perceptual Selectivity
Perceptual defence
We see what we want to see and ignore what we don’t want to see
47
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by…
Intensity
Less intense stimuli (quiet sounds, soft colours) don’t keep our attention as long
48
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by…
Duration
We may shut out stimuli that take too long to process
49
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by…
Discrimination
We habituate quickly to simple stimuli because they don’t require much effort to process
50
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by…
Exposure
The more we see something, the less we notice it
51
Adaptation
The degree to which consumers continue to notice a stimulus over time is affected by…
Relevance
We habituate quickly to things that don’t matter to us
52
Stimulus Selection
We are more likely to notice stimuli that differ from others around them:
Size
Colour
Position
Novelty
53
Stimulus Organization
Gestalt psychology
Maintains that we derive meaning from the totality of a stimulus rather than from its individual parts
54
Stimulus Organization
Examples of gestalt psychology in action:
Closure
We perceive an incomplete picture as complete
55
Stimulus Organization
Examples of gestalt psychology in action:
Similarity
Consumers group together objects that share similar characteristics
56
Stimulus Organization
Examples of gestalt psychology in action:
Figure Ground
One part of the stimulus will dominate the figure, while other parts recede into the background
57
Positioning Strategy
Marketing mix elements can be manipulated to influence the consumer’s interpretation of brand’s meaning
Brand’s position as a function of:
Lifestyle, price leadership, attributes, product class, competitors, occasions, users, and quality
Repositioning
58
Positioning Strategy
A brand’s position in consumers’ minds is a function of:
Price position
Product/service attributes
Product class
Occasions for usage
Targeted users
Quality
59
Positioning Strategy
Repositioning may become necessary when a brand’s original positioning begins to become stale
60
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