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Chapter 5: Consumer Perception (perceptual interpretation can be distorted…
Chapter 5: Consumer Perception
Definitions
perception- process by which an individual receives, selects and interprets stimuli
stimulus- any unit of input to any of the senses
sensation- immediate and direct response of the sensory organs to stimuli
sensory receptors- human organs that receives sensory input
absolute threshold
lowest level which we can consciously experience a sensation
differential threshold
minimal difference that can be detected between two stimuli
just noticeable difference (j.n.d.)
Weber's law- stronger the initial stimulus, the greater the additional intensity needed for the 2nd stimulus to be perceived as different.
negative changes not to be discernible (remain below j.n.d.)
product improvements to be discernible without being wastefully extravagant (at or just above j.n.d.)
subliminal perception
stimulus below conscious awareness but appears to be higher than absolute threshold
selective perception
selection of stimuli
nature of stimulus itself
previous experience affecting expectations
motives at the time ( needs,desires,interests)
concepts
selective exposure (find pleasant or conforming messages rather than painful and threatening ones)
selective attention- heightened awareness for stimuli that meet their needs
perceptual defence- screen out stimuli important for them not to see
perceptual blocking- tuning out
perceptual organisation
figure and ground (product placement and printed ads)
grouping stimuli into chunks
closure- incomplete information is filled to avoid missing peices
perceptual interpretation can be distorted by
physical appearance
descriptive terms
stereotypes
irrelevant cues
first impressions
halo effect
positioning strategies
umbrella
against the competition
based on a specific benefit
finding an "unowned" position
filling several positions
packaging as a positioning element
product repositioning
in response to market events
(competitors cutting into brand market's share, too many competitors stressing the same attribute)
boost appeal of products
satisfy changing consumer preferences
perceptual mapping - determine how their products and services appear to consumers in relation to competitive brands
perceived quality
intrinsic-related to the product or service
extrinsic- price, store image, service environment, brand image and promotional message
services
intangibility
variability
simultaneously produced and consumed
perishability
SERVQUAL- measures gap between customer expectations and perception of service quality
1) reliability
2) responsiveness
3) assurance
4)empathy
5)tangibles
Perceived risks
Functional,physical, financial, social, psychological,time
how to handle risks: seek information, brand loyal, select by brand image, store image, buy the most expensive model or seek reassurance