Consumer's Perception..by Shahid Kv

Perception

What is Perception? ●

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The process by which an individual selects , organizes and interprets stimuli into meaningful and coherent picture of the world Stimulus is any unit of input to a sensory receptor eg: brand names , colours, sounds and packages

Sensory System ● ● ● ● ●

Vision -Mktrs rely heavily on visual elements Smell- odours can stir emotions &feelings Sound – attitude and message comprehension Touch- moods are stimulated or relaxed Taste -

Sensation – Exposure to stimulus ●

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Absolute Threshold: lowest level at which an individual can experience a sensation , something & nothing Differential Threshold : the smallest detectable difference between two values of the same stimulus , JND -Ernst Weber Subliminal Perception when stimulus is below the threshold of awareness and is perceived

Subliminal techniques ●

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Embeds : are tiny figures that are inserted into magazine advertising by use of high speed photography or air busting . Auditory message : marketers seem to fascinated by possible effects of messages hidden on sound recordings Consumer feedback : Consumer Folklore low level Auditory stimulation : psycho -acoustic persuasion

Perpectual Selection ●

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selectivity of a stimulus depends on consumers previous experience and motives . besides the nature of stimulus itself . Expectations motives Selective exposure selective attention adaptation perceptual vigilance and defence perceptual blocking

perceptual organisation ● ● ●

Figure and Ground Grouping – proximity , similarity. continuity closure