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    Schiffman Chapter 6

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    Faisal Jashimuddin
    This document summarizes key concepts about consumer perception from a marketing textbook. It discusses the elements of perception, including sensation, differential threshold, and subliminal perception. It also covers aspects of perception like selection, organization, and interpretation. Specific topics examined are perceptual selection, principles of perceptual organization, positioning, perceptual mapping, perceived quality of products and services, and the relationship between price and perceived quality.

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    Schiffman Chapter 6

    Uploaded by

    Faisal Jashimuddin
    901 views18 pages
    This document summarizes key concepts about consumer perception from a marketing textbook. It discusses the elements of perception, including sensation, differential threshold, and subliminal perception. It also covers aspects of perception like selection, organization, and interpretation. Specific topics examined are perceptual selection, principles of perceptual organization, positioning, perceptual mapping, perceived quality of products and services, and the relationship between price and perceived quality.

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    This document summarizes key concepts about consumer perception from a marketing textbook. It discusses the elements of perception, including sensation, differential threshold, and subliminal perception. It also covers aspects of perception like selection, organization, and interpretation. Specific topics examined are perceptual selection, principles of perceptual organization, positioning, perceptual mapping, perceived quality of products and services, and the relationship between price and perceived quality.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    901 views18 pages

    Schiffman Chapter 6

    Uploaded by

    Faisal Jashimuddin
    This document summarizes key concepts about consumer perception from a marketing textbook. It discusses the elements of perception, including sensation, differential threshold, and subliminal perception. It also covers aspects of perception like selection, organization, and interpretation. Specific topics examined are perceptual selection, principles of perceptual organization, positioning, perceptual mapping, perceived quality of products and services, and the relationship between price and perceived quality.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    Consumer Behavior

    SCHIFFMAN

    & KANUK

    CHAPTER 6

    Consumer Perception

    Perception

    Process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world The way we see the world around us

    ELEMENTS OF PERCEPTION
    Sensation Absolute threshold Differential threshold Subliminal perception

    The immediate and direct response of the sensory organs to stimuli.

    Sensation

    A perfectly unchanging environment provides little to no sensation at all!

    Differential Threshold

    Minimal difference that can be detected between two similar stimuli Also known as the just noticeable difference (the j.n.d.)

    Webers Law

    A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

    MARKETING APPLICATIONS OF THE JND


    Need to determine the relevant j.n.d. for their products


    so that negative changes are not readily discernible to the public y so that product improvements are very apparent to consumers
    y

    Subliminal Perception

    Perception of very weak or rapid stimuli received below the level of conscious awareness.

    SUBLIMINAL PERSUASION EFFECTIVE?


    Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions

    ASPECTS OF PERCEPTION
    Selection Organization Interpretation

    PERCEPTUAL SELECTION
    Depends on two major factors

    Consumers previous experience Consumers motives

    PRINCIPLES OF PERCEPTUAL ORGANIZATION


    and ground Grouping Closure
    Figure

    Positioning

    Establishing a specific image for a brand in relation to competing brands.

    Perceptual Mapping

    A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.

    PERCEIVED QUALITY
     Perceived  Perceived

    Quality of Products
    Extrinsic Cues

     Intrinsic vs.

    Quality of Services  Price/Quality Relationship

    CHARACTERISTICS OF SERVICES
    Intangible Variable Perishable Simultaneously

    Produced and Consumed

    Price/Quality Relationship

    The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).

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