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Consumer Perception

Discussing theories and practices of perception, and the impact on consumer behavior
by

Mohab Fekry

on 29 December 2013

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Transcript of Consumer Perception

Exposure
A stimulus comes within the range of someone's sensory receptors
Sensory Thresholds
The Absolute
Threshold
Just Noticeable
Difference
Subliminal Perception
A stimulus occurs below the level of consumer awareness
Attention
The extent to which processing activity is devoted to a particular stimulus
Techniques
Does it
work?
Sensory Overload
Multitasking
So how do marketers
grab our attention?
How do we select what we will give
our attention to?
Perceptual Filters
Perceptual Vigilance
Perceptual Defense
Adaption
Factors:
Stimulus Selection Factors
How a message can create contrast:
Size
Color
Position
Novelty
Interpretation
The meanings we assign to sensory stimuli
Meanings depend on the context
This happens in a process we call priming
Package schematics influence our feelings about the product
Products often assume a "brand personality"
Stimulus Organization
Humans naturally perceive stimuli as organized patterns and objects
The mind has an innate disposition to perceive patterns in the stimulus based on predetermined rules
Gestalt psychology - People interpret meaning from the totality of a set of stimuli rather from any individual stimulus
Closure
Similarity
Figure-Ground
Semiotics
The field that studies symbols and their role in how we assign meanings
Market Message 3 Basic Components
Sign
Object
Interpretant
Rugged
American
Hyper-reality
Advertisers create new relationships between objects and interpretants
The "artificial relationship" becomes more predominant than the real one
Perceptual Positioning
Marketers use these insights to develop a positioning strategy
They can use many dimensions to create a brand's position in the market
Lifestyle
Price Leadership
Attributes
Product Class
Competitors
Occasions
Users
Quality
Coke Commercial
1.In one word, describe how the music made you feel.
2.What was the main sense activated by watching this commercial? (Sight, hearing, taste, touch, smell)
3.Did this video loose your attention at any point?
4.Would you “skip this ad” after the first 15 seconds, or would you continue to watch?
5.If you were to give Coke a personality, what would it be?
Conclusion
Questions?
Consumer
Perception
By: Mohab Fekry
Overview

Perception Definition
Sensory Marketing
Three-stage process of perception
Exposure
Attention
Interpretation
Stimulus Organization
Market Positioning
Traditional vs. Subliminal
Iceberg principle
Perception Definition
Hedonic Consumption
Sensory Marketing
Is the process by which people select, organize, and interpret stimuli and sensations.
Dollars and Scents
The Perceptual Process
Dollars and Scents
Vision
Sound
Taste
How Images relate to our perception
And Even Colors
Audio watermarking
Sound Symbolism
The process by which the way a word sounds influences our assumption about what it describes and attributes such as size.
Touch
Fragrance and cosmetic
containers
Kinsei engineering
- Alpha M.O.S electronic tongue
for tasting.
Example Coca Cola uses the tongue to test the quality of corn syrups.
Hedonic consumption : Not just features but what more is offered.
"Quality is yesterday’s news. Today we focus on the emotional impact of the product"
"the first moment of truth" winning the consumer in the store with the display and the packaging
Continuation

Perceptual Vigilance
What are my current Personal Needs ?

Personal Marketing
new effective methods

Perceptual Defense
What I want to see, only

Adaptation
Extensive exposure leading to completely
disregarding the stimulus
Intensity
Duration
Discrimination
Exposure
Relevance
Consumption? Really?
Conspicuous consumption
Invidious consumption
Let's Start with an Experiment
Are You Ready?
How the same image
can have different perceptions

Usage of Coffee aroma in gas stations

Dog food scent stickers in front of pet stores


how marketers can brand their products through sound

Harley Davidson Sound Trademark
I want consumer to notice change
I don't want consumer to notice change

Proximity
Common Fate
Full transcript