Is the process by which an individual receives selects Organises and interprets information to create a meaningful picture of the world?

Presentation on theme: "PERCEPTION. Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world."— Presentation transcript:

1 PERCEPTION

2 Definition The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Sensation Thought Perception

3 Perception Process Sensation (Sensory Organs) AttentionInterpretation STIMULI. Vision. Hearing. Smell. Touch. Taste Exposure

4 Sensory Receptors The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.

5 Sensory Receptors Human being and Adaptation: To maintain an equilibrium. Marketing and Senses. ColorsColors and Ads… Vision.Ads Importance of smells…what is the cost? (90 M$)smells Background Music Background Music and speaking rate. (mood, confidence and processing time). Touch…a persuasion tool. TasteTaste…important but not always the only variable. (Quaker Oats, Nabisco, Coke ).

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7 Sensory Threshold Absolute Threshold. Absolute threshold (limen): The lowest level of stimulation at which you can detect a difference between “something” and “nothing.” Differential Threshold. Ability of a sensory receptor to detect a difference between two stimuli or a change in a stimulus level. Just noticeable difference Just noticeable difference (j.n.d.): stimulation change required to result in detection of a change. This is usually a constant proportion (k) of the baseline intensity of the stimulus.(JND) Weber Law II I = K

8 Differential Thresholds Application Remain below JND for a negative change (size reduction, price increase) Have noticeable changes but limites (new packaging, discount) Examples: Hershey, coffee, Starkist Tuna (qty), P&G diapers (88 to 80), regular and limited changes in packaging to remain below JND.remain below JND

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10 Attention Sensation Overload (3000 messages/jour, 163M coupons) Adaptation (panneaux publicitaires) To Get Attention = Key to Perception.

11 Attention Characteristics of Attention – Attention Is Selective – Attention Can Be Divided – Attention Is Limited

12 Methods of Enhancing Attention Make the Stimuli: – Personally Relevant – Pleasant Using Attractive Models Using Music Using Humor – Surprising Using Novelty Using Unexpectedness – Easy to Process Prominent Stimuli Concrete Stimuli The Amount of Competing Information

13 Other Factors Influencing Attention External factors Intensity (volume during commercial break- colors) Size (size and attention in magazines) ContrastContrast. (Foreign Language, slogan). Repetition Movement Position.

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17 Internal Factors Motivation (relevant, Pleasant, Easy to process) Expectations. Status. Other Factors Influencing Attention

18 ADAD Sample Samp ADSamp

19 Interpretation Process through which an individuals gives meaning to a stimulus Based on learning and categorization. Role of Organization in Interpretation Tendency to group stimuli and interpret them as a whole rather than individually (Gestalt). Figure-Ground (contrast increases memory) Grouping (proximity, continuity) Closure

20 Zeigernik Effect A person beginning a task needs to complete it. When he or she is prevented from doing so, a state of tension is created that manifests itself in improved memory for the incomplete task.

21 Marketing and Perception Consumers’ defense mechanisms Selective Exposure. Perceptual Distorsion. Selective Attention. Perception versus Reality Maple Syrup. Beer.

22 Subliminal Perception Threshold story. Efficient or not…? (Stairway to heaven, shoplifting). Role of the conditions.

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Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood.

1. When a consumer’s current state matches their desired state it means that they have a problem or an unfulfilled need. True or false?

True

False

2. The consumer’s level of involvement in a purchase decision has a direct bearing on how they make that decision and how much time they spend on it. True or False?

True

False

3. An attitude describes the way people behave when faced with difficult decisions. True or false?

True

False

4. Perception is the process by which people select, organise and interpret sensory stimulation (sounds, visions, smell and touch) into a meaningful picture of the world. Without our perception, we would understand nothing. True or false?

True

False

5. Language, literature, music and beliefs are all elements of a society’s culture. True or false?

True

False

6. What is the first stage in the purchase decision process?

1. situation analysis
2. information search
3. price comparison
4. need or problem recognition
5. an advert

Answer:

d. need or problem recognition

7. What is the final stage in the purchase decision process?

1. purchase
2. post-purchase evaluation
3. word of mouth
4. pre-purchase evaluation
5. price

Answer:

b. post-purchase evaluation

8. What is a consumer’s awareness set?

1. the products that a consumer has heard of that may solve their problem
2. the adverts that a consumer likes
3. everything a consumer knows about a product
4. the products that a consumer is seriously considering buying
5. the manufacturers that a consumer has heard of

Answer:

a. the products that a consumer has heard of that may solve their problem

9. What is at the highest level of Maslow’s hierarchy of needs?

1. esteem needs
2. self-actualisation needs
3. social needs
4. safety needs
5. physiological needs

Answer:

b. self-actualisation needs

10. What does the term ‘evoked set’ mean?

1. products that have caused complaints
2. a customer’s close friends        
3. a consumer’s shortlist of possible purchases
4. products that stand out
5. products whose advertising is memorable

Answer:

c. a consumer’s shortlist of possible purchases

11. James recently purchased a new car, however now he is worried about whether he made the right decision. Consumer behaviourists have a term for this state of mind. What is it?

1. purchase concern
2. dithering
3. post-purchase dissonance
4. product evaluation
5. consumer re-evaluation

Answer:

 c. post-purchase dissonance

12. 14-year-old Beth is a member of the Girls Aloud fan club. She accesses their Facebook page regularly and is strongly influenced by what Girls Aloud say and wear. What kind of reference group is this fan club for Beth?

1. aspirant group
2. inclusive group
3. disassociative group
4. non-membership group
5. membership group

Answer:

e. membership group

13. What kind of buying situation is it when a consumer buys a product regularly and there is very little financial (or any other) risk associated with its purchase? Examples might be: their favourite drink, a bar of chocolate or their daily newspaper.

1. extended problem-solving
2. complex problem-solving
3. impulse problem-solving
4. limited problem-solving
5. routine problem-solving

Answer:

e. routine problem-solving

14. John has always loved Citroen cars and so he is delighted when he hears that a Citroen has won Top Gear’s award for car of the year. It takes his friends a long time to convince him that it was actually just ‘new hatchback of the year’ and the overall winner was a Jaguar. John has unintentionally changed the information he heard to match his own beliefs and attitudes. What is the term for that?

1. attitude reinforcement
2. selective distortion
3. enhanced perception
4. selective retention
5. selective hearing

Answer:

b. selective distortion

15. What are the three components of an attitude?

1. behavioural, personality and motivation
2. learning, belief and lifestyle
3. family, school and work
4. cognitive, affective and conative
5. perception, memory and need

Answer:

d. cognitive, affective and conative

16. What are the internal influences on consumer buying behaviour?

1. personality, perception, learning, motivation, attitudes and beliefs
2. budget, brand loyalty, motivation, ethnicity and family
3. family, friends, personality, lifestyle and beliefs
4. learning, education, attitudes, values and brand loyalty
5. lifestyle, beliefs, socio-economic grouping, understanding and family

Answer:

a. personality, perception, learning, motivation, attitudes and beliefs

17. Jo is a well-paid lawyer who loves new technology and always has to be the first to own the latest music player or phone. According to Rodgers’ model, which category of adopter best describes Jo?

1. innovator
2. early adopter
3. early majority
4. late majority
5. laggard

18. Name two types of behavioural learning.

1. cognitive learning and affective learning
2. perceptual learning and environmental learning
3. classical conditioning and operant conditioning
4. conservative conditioning and radical conditioning
5. rote learning and reflective conditioning

Answer:

c. classical conditioning and operant conditioning

19. What is a disassociative group?

1. a dysfunctional group of people
2. a failing team
3. a group that has no allegiance to any cause
4. a group that a person does not want to belong to
5. a group that is classed above others

Answer:

d. a group that a person does not want to belong to

20. In which of the following ways the purchasing habits of organisations are rather different to those of individuals?

1. They have more people involved in making the decision to buy.
2. They buy in larger quantities.
3. They negotiate harder on delivery terms.
4. They have longer, more complex decision-making processes.
5. All of the above.

Answer:

e. All of the above. 

21. Selective ______ is the process by which stimuli are assessed and non-meaningful stimuli, or those that are inconsistent with our beliefs or experiences, are screened out.

22. An ______ describes a person’s consistently favourable or unfavourable evaluation, feelings and tendencies towards an object or idea.

23. The roles in a business decision-making unit are: initiator, user, ______, financer, gatekeeper, decider and buyer.

24. Individuals, such as buyers, technical personnel (e.g. IT experts) or receptionists who have some control over the flow of information into an organisation, have the role of ______ within the organisational buying centre.

25. The amount of time and effort that a customer is prepared to invest in finding and buying the right product is largely determined by their level of ______ with that product and buying decision.

Is the process by which an individual selects Organises and interprets information to create a meaningful picture of the world?

What is the process by which an individual receives selects organizes and interprets?

What is it called when consumers continue to evaluate their purchase decision even after the purchase has been made?

What are the immediate and direct response of the sensory organs to stimuli?