Summary of Chapter 6 consumer behavior
Joan Marceline 3303013002
Vensca Veronica Tanus 3303013024
Summary of Chapter 6
Consumer Perception
Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
Elements of Perception
Sensation is the immediate and direct response of the sensory organs (5 senses) to stimuli. Sensation itself depend on energy within the environment where the perception occurs. For example: Mainly sight & sound > smell (SIA e.g) and a stimulus is any unit of input to any of the senses.
The absolute threshold is the lowest level at which an individual can experience a sensation. For example: Consumers adapt and get used to a certain ad or message so no longer notice it.
Differential Threshold (Just Noticeable Difference – J.N.D). Minimal difference that can be detected between two similar stimuli.
Subliminal perception is stimuli that are too weak or too brief to be consciously seen or heard, they may be strong enough to be perceived by one or more receptor cells.
Aspects of Perception
1. Selection : selective as to what messages and information they perceive
2. Organization : new information comes to their mind, it is organized within their mind
3. Interprtation: interpret the stimuli based on their needs, expectations, and experience
Perceptual Selection
Selection Depends Upon:
Nature of the stimulus: includes the product’s physical attributes, package design, brand name, advertising, etc.
Expectation: based on familiarity, previous experiences, or expectation.
Motive: needs or wants for a product or service
Organization
3 Principles of Perceptual Organization
Figure and ground:
Contrast effect
People tend to organize perceptions into figure‐and‐ ground relationships.
The ground is usually hazy.
Marketers usually design so the figure is the noticed stimuli.
Grouping:
People group stimuli to form a unified impression or concept.
Grouping helps memory and recall.
Closure
People have a need for
Vensca Veronica Tanus 3303013024
Summary of Chapter 6
Consumer Perception
Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
Elements of Perception
Sensation is the immediate and direct response of the sensory organs (5 senses) to stimuli. Sensation itself depend on energy within the environment where the perception occurs. For example: Mainly sight & sound > smell (SIA e.g) and a stimulus is any unit of input to any of the senses.
The absolute threshold is the lowest level at which an individual can experience a sensation. For example: Consumers adapt and get used to a certain ad or message so no longer notice it.
Differential Threshold (Just Noticeable Difference – J.N.D). Minimal difference that can be detected between two similar stimuli.
Subliminal perception is stimuli that are too weak or too brief to be consciously seen or heard, they may be strong enough to be perceived by one or more receptor cells.
Aspects of Perception
1. Selection : selective as to what messages and information they perceive
2. Organization : new information comes to their mind, it is organized within their mind
3. Interprtation: interpret the stimuli based on their needs, expectations, and experience
Perceptual Selection
Selection Depends Upon:
Nature of the stimulus: includes the product’s physical attributes, package design, brand name, advertising, etc.
Expectation: based on familiarity, previous experiences, or expectation.
Motive: needs or wants for a product or service
Organization
3 Principles of Perceptual Organization
Figure and ground:
Contrast effect
People tend to organize perceptions into figure‐and‐ ground relationships.
The ground is usually hazy.
Marketers usually design so the figure is the noticed stimuli.
Grouping:
People group stimuli to form a unified impression or concept.
Grouping helps memory and recall.
Closure
People have a need for