WHAT IS PERCEPTION

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WHAT IS PERCEPTION ?

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

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The Perceptual Process

• STIMULI
• Sights
• Sounds
• Smells
• Tastes
• Textures

Sensation
Meaning
Sensory Receptors
Attention
Interpretation
Response
PERCEPTION
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• STAGES IN THE PERCEPTUAL PROCESS
• No consumers form perception in a single step.
  Rather, perception is an outcome of a process
  consisting of the following parts
• Primitive Categorization
• Here, the basic characteristics of a stimulus by
  the person to form his perception plays and
  important role. Thus, anything shining, may be
  seen with an amount of suspicion by the
  consumers. This is what is known as primitive
  categorization. A slight error of judgement on
  the part of the marketer in not appreciating
  this, may lead to a marketing pitfall. For
  instance, sample bottles of Sunlight, a
  dishwashing liquid in the US market, were mailed
  to consumer. The liquid contained 10 present
  lemon juice. Almost 80 people were treated at
  poison-centres after drinking some of the
  detergent. These individuals apparently assumed
  that the product was actually lemon juice, since
  many of the packing cues resembled
• Minute Maida popular brand of frozen lemon juice.

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B. Cue Check Here, the cue characteristics are
analysed by the person in preparation for the
selection of a schema. In the context of the
sunlight liquid example quoted above, the cue
check stage in the perceptual process was the
pairing the yellow bottle with a prominent
picture of lemon. C. Confirmation Check Here,
once the schema is selected, a confirmation check
is run by the person to see the validity of the
schema chosen. In the context of the counting
example of the Sunlight liquid detergent, a juice
schema was selected instead of a dishwasher
liquid schema. The confirmatory check was the
picture of the lemon juice as found on the
leading brand of a reveal lemon juice.
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D. Confirmation Completion The last and the
final stage is confirmation completion where a
perception is formed by the consumer or any
person for that matter and decision is made. The
act of drinking the detergent illustrates it.
Unfortunately, the consumers found out their
mistake the hardway.
CUECHECK
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• ELEMENTS OF PERCEPTION
• A.Sensation
• Vision
• Smell
• Sound
• Touch
• Taste
• B. Sensory Thresholds
• Absolute Threshold
• Differential Threshold
• C. Marketing Applications of JND

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The Absolute Threshold When we define the lowest
intensity of a stimulus that can be registered on
a sensory channel we speak of a threshold for the
receptor. The absolute threshold refers to the
minimum amount of stimulation that can be
detected on a sensory channel. The sound emitted
by a dog whistle is too high to be detected by
human ears, so this stimulus is beyond our
auditory absolute threshold. The absolute
threshold is an important consideration in
designing marketing stimuli. A billboard might
have the most entertaining copy ever written, but
this genius is wasted if the print is too small
for passing motorists to see it from the highway.
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The Differential Threshold The differential
threshold refers to the ability of a sensory
system to detect changes or difference between
two stimuli. A television commercial that is
intentionally produced in black-and-white, might
be noticed on a colour television because this
decrease in the intensity of colour differs from
the program that preceded it. The same commercial
being watched on a black-and-white television
would not be seen as different and might be
ignored altogether. A consumers ability to
detect a difference between two stimuli is
relative. A whispered conservation that might be
unintelligible on a noisy street can suddenly
become public and embarrassing knowledge in a
quite library. It is the relative difference
between the decibel level of the conversation and
its surroundings, rather than the loudness of the
conservation itself, that determines whether the
stimulus will register.
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The JND and Webers Law The minimum changes in a
stimulus that can be detected is also known as
the JND, which stands for just noticeable
difference. In the nineteenth century, a
psychophysicist named Earnest Weber found that
the amount of change that is necessary to be
noticed is systematically related to the original
intensity of the stimulus. The stronger the
initial stimulus, the greater the change must be
for it to be noticed. This relationship is known
as Webers Law. Many companies choose to update
their packages periodically, making small changes
that will not necessarily be noticed at the time.
When a product icon is updated, the manufacturer
does not want people to lose their identification
with a familiar symbol. On the other hand
whenever product improvements are noticed and
responded to.
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IMPORTANT SELECTIVE PERCEPTION CONCEPTS

• SELECTIVE EXPOSURE Seek out messages that they
  find pleasant or with which they are sympathetic.
• SELECTIVE ATTENTION They have heightened
  awareness of stimuli that meet their needs or
  interests and minimal for stimuli irrelevant to
  their needs.
• PERCEPTUAL DEFENSE They psychologically screen
  out stimuli that they find psychologically
  threatening, even though exposure has taken
  place.
• PERCEPTUAL BLOCKING Consumers protect
  themselves from being bombarded with stimuli by
  simply tuning out- blocking such stimuli from
  conscious awareness. Zapping of TV commercials
  with remote is such an example.

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PERCEPTUAL ORGANISATION

• figure/ground distinction
• proximity
• similarity
• continuity
• closure
• smallness
• surroundedness
• symmetry

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figure/ground
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proximity
Here we are likely to group the dots together
in rows.
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Continuity
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Closure
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• Perceptual Interpretation
• Distorting Influences
• Physical Appearances
• Stereotypes
• Irrelevant Cues
• First Impressions
• Jumping to Conclusions
• Halo Effect

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CONSUMER IMAGERY

• Products and brands have symbolic value for
  individuals, who evaluate them on the basis of
  their consistency (i.e.., congruence) with their
  personal pictures of themselves. Some products
  seem to agree with an individuals self-image
  others do not. Consumers attempt to preserve or
  enhance their self-images by buying products they
  believe are congruent with that self-image and
  avoiding products that are not.

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CONSUMER DATA
MADE IN THE U.S.A. GOOD
HOUSEKEEPING SEAL MADE IN
GERMANY MADE IN
JAPAN MADE IN KOREA
93
84
75
69
40
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The Memory Process
EXTERNAL INPUTS
ENCODING Information is placed in memory.
STORAGE Information is retained in memory
RETRIEVAL Information stored in memory is found
as needed.
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Relationship among Memory System
SENSORY MEMORY Temporary storage of sensory
information Capacity high Duration less than
one second (vision) or a few second (hearing)
SHORT-TERM MEMORY Brief storage of information
currently being used Capacity limited Duration
less than twenty seconds
LONG-TERM MEMORY Relatively permanent storage of
information Capacity Unlimited Duration Long
or permanent
ELABORATION REHEARSAL Information subject
to elaborative rehearsal or deep processing
(e.g. its meaning is considered) is transferred
to long term memory.
ATTENTION Information that passes through an
attentional gate is transferred to short-term
memory.