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CONSUMER PERCEPTION - Coggle Diagram
CONSUMER PERCEPTION
Dynamics of Perception
Sensation
Sensation depends on changes in energy in the environment; with less background input, we notice tiny changes more easily
Absolute Threshold
The lowest level at which we can detect “something vs. nothing.”
Examples: Roadside residents tune out constant traffic; smokers stop noticing smoke smell due to sensory adaptation. Marketers refresh ads to beat adaptation (e.g., new campaign versions).
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Subliminal Perception
Inputs below conscious awareness may be picked up by receptors, but research doesn’t show reliable behavior change from subliminal ads (though feelings might be nudged). Examples cited include brand placements in films
Elements of Perception
Prepentual selection
Selective exposure: seek pleasant, avoid threatening messages.
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Perceptual defense: screen out threatening info (e.g., stronger warnings needed for smoking).
Perceptual blocking: tune out clutter (channel surfing, ad-skipping).
Influenced by past experience, expectations, motives, and the stimulus itself.
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POSITIONING TECHNIQUES
Product Repositioning
marketer may be forced to reposition it in response to
market events, many competitors stressing the same
attributes.Another reason to reposition a product or service is
to satisfy changing consumer preferences.
Umbrella positioning
using the same slogan to describe the consumer benefits that its products. Provided. Another example, Amul.
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Perception
How a person selects, organizes, and interprets what they sense to build a meaningful picture of the world. In consumer behavior, it explains why people notice, understand, and react to marketing differently.
Sensation
the raw input to our senses (eyes, ears, nose, mouth, skin). Perception turns that input into meaning.
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