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Transcript
211MKT Buyer Behaviour Perception and Interpretation Dr Gaye Bebek Lecture Objectives After this lecture, you should understand why: • Perception is a three-stage process that translates stimuli into meaning. • Products and persuasion messages often appeal to our senses, but we won’t be influenced by most of them. • The design of a product today is a key driver of its success or failure. Concentrate and… Sensation Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture). What is your Perception of...? Perception • Perception is the process by which sensations are selected, organized, and interpreted. What is Perception? “The process through which individuals are exposed to stimuli, attend to those stimuli and comprehend them” (Mowen and Minor, 1997) “Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organised, and interpreted. The eventual interpretation of the stimulus allows it to be assigned meaning” (Solomon et al 2006) The Process of Perception We receive external stimuli through our five senses Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013) Consumer behaviour: a European perspective, Pearson: London. Vision • • • • • Meanings are communicated through a product’s colour, size and styling. Some reactions are from learned associations Colour may impact emotions directly. Colour is important in packaging and web page design. Some colours become so strongly associated with a brand or company that they become known as the trade dress and are legally protected like a trademark. What colours can you think of that are uniquely associated with a company or product? Aslam, M (2006) Are you selling the right colour? A cross‐cultural review of colour as a marketing cue, Journal of Marketing Communications, 12, 15-30. Smell • Odors create mood. promote memories or relieve stress. • Marketers use scents: – Inside products – In promotions (e.g., scratch ‘n sniff) • Fragrance is processed by the limbic system of the brain where immediate emotions are experienced. • Reactions vary according to culture. • Smell links directly to feelings of happiness, hunger and memories of happy times. Bosmans, A (2006) Scents and Sensibility: When do (in) congruent ambient scents influence product evaluations, Journal of Marketing, Vol 70, Issue 3, p32-43 Hearing • Many aspects of sound affect people’s feelings and behaviour. • Most of the research relates to music in stores or in advertisements. • Tempo affects consumers rate of movement and excitement: faster more exciting, slower more serious. • Pitch can affect mood: high pitch happy, low pitch sad. • The effect on consumers is enhanced if they like the music or it is familiar. Bruner II, G. C. (1990). Music, Mood, and Marketing, Journal of Marketing, 54(4), pp. 94-104 Touch • Haptic senses—or “touch”—is the most basic of senses; we learn this before vision and smell. • Haptic senses judgment. • Marketers that use touch: perfume companies, car makers, etc… • Least research in this area! • Moods are stimulated/relaxed on the basis of sensations of the skin. • Textures can be important in fabrics, food and drink e.g. silk, fruit, chocolate, Baileys. • Men often prefer rougher textures and women smooth/soft textures. affect product experience and • Peck, J. & Wiggins, J. (2006) It just feels good: Customers’affective response to touch and its influence on persuasion, Journal of Marketing, Vol 70, Issue 4, p56-69 Taste • Flavor houses develop new concoctions for consumer palates • Cultural changes determine desirable tastes • Our taste receptors contribute to our experience of many products. • Food and drink manufacturers go to great lengths to ensure that their products taste as they should Enneking, U., Neumann, C. and Henneberg, S. (2007), How important intrinsic and extrinsic product attributes affect purchase decision, Food Quality and Preference, 18(1), pp.133–138. Exposure • Exposure occurs when a stimulus comes within range of someone’s sensory receptors. • We can concentrate, ignore, or completely miss stimuli. • Sensory Threshold: The degree to which people notice a stimulus that is within range of their sensory receptors. – Absolute threshold - the minimum amount of stimulation that can be detected on a sensory channel. Differential Threshold The ability of a sensory system to detect changes or differences between two stimuli. The issue of when or if a change will be noticed is relevant to many marketing situations. The minimum change in a stimulus that can be detected is known as the JND – Just Noticeable Difference. Application of JND • Marketers need to determine the relevant j.n.d. for their products – so that negative changes are not readily discernible to the public – so that product improvements are very apparent to consumers Personal Selection • Perceptual selection: people attend to only a small portion of the stimuli to which they are exposed • Personal selection factors: Perceptual vigilance Perceptual defense Adaptation Personal Selection • Perceptual vigilance: consumers are more likely to be aware of stimuli that relate to their current needs – Example: you’re in the market for a car—so you tend to notice car ads more than before • Perceptual defense: people see what they want to see— and don’t see what they don’t want to see – Example: heavy smoker may block out images of cancerscarred lungs Personal Selection • Adaptation: the degree to which consumers continue to notice a stimulus over time. – Overtime, initially interesting stimuli fade in the background. Attention • Attention: the extent to which processing activity is devoted to a particular stimulus • Competition for our attention – 3,500 ad info pieces per day – Sensory overload: consumers exposed to far more information than they can process • Younger consumers can multitask—process information from more than one medium at a time • Marketers need to break through the clutter Attention: Selecting Stimulus • We are more likely to notice stimuli that differ from others around them • So, marketers can create “contrast” through: Size Color Position Novelty Guerrilla Marketing Comprehension Comprehension: The organisation of knowledge in memory Categorisation – A category is a collection of objects (people, events) with one or more common characteristic or functions – Within a category are subcategories, defined by the category characteristics plus additional features that determine the subcategory Categorisation Stimulus Organization • Interpretation: the meaning that we assign to sensory stimuli. • Gestalt: the whole is greater than the sum of it parts. Explains how stimuli are organized: • Closure: people perceive an incomplete picture as complete (meaningful whole; fill in the blanks). • Similarity: consumers group together objects that share similar physical characteristics • Figure-ground: one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground) Gestalt Principles of Visual Perception W.E. Hill, 1915 German postcard, 1880 We impose visual organization on stimuli Gestalt Principles of Visual Perception Grouping: Law of Similarity Gestalt Principles of Visual Perception Grouping: Law of Similarity: Shape, Scale, Color Gestalt Principles of Visual Perception Law of Closure Gestalt Principles of Visual Perception Reversible Figure/Ground relationship Gestalt Principles of Visual Perception Reversible Figure/Ground relationship can be affected by the principle of smallness: Smaller areas tend to be seen as figures against a larger background. Gestalt Principles of Visual Perception Reversible Figure/Ground Relationship: Tessellation – interlocking figure/ground M.C. Escher