中山大学吴柏林教授 广告心理学绝密资料schiffman06im.docx
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中山大学吴柏林教授广告心理学绝密资料schiffman06im
CHAPTER6
ConsumerPerception
LEARNINGOBJECTIVES
Afterstudyingthischapterstudentsshouldbeableto:
1.Defineperceptionanditskeyelements.
2.
3.Differentiatebetweenabsolutethresholdanddifferentialthreshold.
4.
5.Explainthemarketingapplicationsofjustnoticeabledifference（j.n.d.）.
6.
7.Reviewtheconceptofsubliminalperceptionandtherealityofitsuse.
8.
9.Discussthedynamicsofperceptionintermsofitsthreemainaspects—selection,organization,andinterpretation.
10.
11.Discussthevariousformsofselectiveperception.
12.
13.ExplaintheconceptofGestaltpsychology.
14.
15.Discussthevariousformsofperceptualdistortion.
16.
17.Understandtheimplicationsofconsumerimagerybypositioningandrepositioningproducts.
18.
19.Understandthepositioningofservices.
20.
21.Explaintheimpactofpriceonconsumerperceptionofproducts,service,andquality.
22.
23.Discussthetermsretailstoreimageandmanufacturer’simage.
24.
25.Describeconsumers’perceptionofriskandkeyriskreductionstrategies.
26.
SUMMARY
Perceptionistheprocessbywhichindividualsselect,organize,andinterpretstimuliintoameaningfulandcoherentpictureoftheworld.Perceptionhasstrategyimplicationsformarketersbecauseconsumersmakedecisionsbasedonwhattheyperceiveratherthanonthebasisofobjectivereality.
Thelowestlevelatwhichanindividualcanperceiveaspecificstimulusisthatperson’sabsolutethreshold.Theminimaldifferencethatcanbeperceivedbetweentwostimuliiscalledthedifferentialthresholdorjustnoticeabledifference（j.n.d.）.Moststimuliareperceivedbyconsumersabovetheleveloftheirconsciousawareness;however,weakstimulicanbeperceivedbelowthelevelofconsciousawareness（i.e.,subliminally）.Researchrefutesthenotionthatsubliminalstimuliinfluenceconsumer-buyingdecisions.
Consumers’selectionofstimulifromtheenvironmentisbasedontheinteractionoftheirexpectationsandmotiveswiththestimulusitself.Theprinciplesofselectiveperceptionincludethefollowingconcepts:
selectiveexposure,selectiveattention,perceptualdefense,andperceptualblocking.Peopleusuallyperceivethingstheyneedorwant,andblocktheperceptionofunnecessary,unfavorable,orpainfulstimuli.
ConsumersorganizetheirperceptionsintounifiedwholesaccordingtotheprinciplesofGestaltpsychology:
figureandground,grouping,andclosure.Theinterpretationofstimuliishighlysubjectiveandisbasedonwhattheconsumerexpectstoseeinlightofpreviousexperience,onthenumberofplausibleexplanationsheorshecanenvision,onmotivesandinterestsatthetimeofperception,andontheclarityofthestimulusitself.Influencesthattendtodistortobjectiveinterpretationincludephysicalappearances,stereotypes,haloeffects,irrelevantcues,firstimpressions,andthetendencytojumptoconclusions.
Justasindividualshaveperceivedimagesofthemselves,theyalsohaveperceivedimagesofproductsandbrands.Theperceivedimageofaproductorservice（howitispositioned）isprobablymoreimportanttoitsultimatesuccessthanareitsactualphysicalcharacteristics.Productsandservicesthatareperceiveddistinctlyandfavorablyhaveamuchbetterchanceofbeingpurchasedthanproductsorserviceswithunclearorunfavorableimages.
Comparedwithmanufacturingfirms,servicemarketersfaceseveraluniqueproblemsinpositioningandpromotingtheirofferingsbecauseservicesareintangible,variable,perishable,andaresimultaneouslyproducedandconsumed.Regardlessofhowwellpositionedaproductorserviceappearstobe,themarketermaybeforcedtorepositionitinresponsetomarketevents,suchasnewcompetitorstrategiesorchangingconsumerpreferences.
Consumersoftenjudgethequalityofaproductorserviceonthebasisofavarietyofinformationalcues;someareintrinsictotheproduct（suchascolor,size,flavor,andaroma）,whereasothersareextrinsic（e.g.,price,storeimage,brandimage,andserviceenvironment）.Intheabsenceofdirectexperienceorotherinformation,consumersoftenrelyonpriceasanindicatorofquality.Howaconsumerperceivesaprice—ashigh,low,orfair—hasastronginfluenceonpurchaseintentionsandsatisfactions.Consumersoftenrelyonbothinternalandexternalreferencepriceswhenassessingthefairnessofaprice.
Consumerimageryalsoincludesperceivedimagesofretailstoresthatinfluencetheperceivedqualityofproductstheycarry,aswellasdecisionsastowheretoshop.Manufacturerswhoenjoyafavorableimagegenerallyfindtheirnewproductsareacceptedmorereadilythanthoseofmanufacturerswithlessfavorableimages.
Consumersoftenperceiveriskinmakingproductselectionsbecauseofuncertaintyastotheconsequencesoftheirproductdecisions.Themostfrequenttypesofriskthatconsumersperceivearefunctionalrisk,physicalrisk,financialrisk,socialrisk,psychologicalrisk,andtimerisk.Consumerstrategiesforreducingperceivedriskincludeincreasedinformationsearch,brandloyalty,buyingawell-knownbrand,buyingfromareputableretailer,buyingthemostexpensivebrand,andseekingreassuranceintheformofmoney-backguarantees,warranties,andprepurchasetrial.Theconceptofperceivedriskhasimportantimplicationsformarketers,whocanfacilitatetheacceptanceofnewproductsbyincorporatingrisk-reductionstrategiesintheirnew-productpromotionalcampaigns.
CHAPTEROUTLINE
INTRODUCTION
1.Individualsactandreactonthebasisoftheirperceptions,notonthebasisofobjectivereality.
2.
a）Therefore,consumers’perceptionsaremoreimportanttoamarketerthantheirknowledgeofobjectivereality,becausepeoplemakedecisionsbasedontheirperceptions.
b）
3.Inthischapterweexaminethepsychologicalandphysiologicalbasesofhumanperceptionandtheprinciplesthatcontrolthatperceptionandtheinterpretationofwhatwesee.
4.
a）Understandingthisinformationenablesmarketerstodevelopmoreeffectiveadvertisements.
b）
ELEMENTSOFPERCEPTION
1.Perceptionistheprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.
2.
*****UseKeyTermperceptionHere;UseLearningObjective#1Here*****
Sensation
1.Sensationistheimmediateanddirectresponseofthesensoryorganstostimuli（anadvertisement,apackage,andabrandname）.
2.
3.Astimulusisanyunitofinputtoanyofthesenses.
4.
5.Sensoryreceptorsarethehumanorgans（i.e.,theeyes,ears,nose,mouth,andskin）thatreceivesensoryinputs,sight,sound,smell,taste,ortouch.
6.
7.Humansensitivityreferstotheexperienceofsensation.
8.
a）Sensitivitytostimulivarieswiththequalityofanindividual’ssensoryreceptorsandtheamountorintensityofthestimulitowhichhe/sheisexposed.
b）
c）Sensationitselfdependsonenergychange,thedifferenceofinput.
d）
e）Thus,aconstantenvironment,whetherverybusyandnoisyorrelativelyquiet,wouldprovidelittlesensationbecauseofthelackofchange,theconsistentlevelofstimulation.
f）
9.Assensoryinputdecreases,theabilitytodetectchangesincreases.
10.
a）Thisabilityofthehumanorganismtoaccommodateitselftovaryinglevelsofsensitivityasexternalconditionsvarynotonlyprotectsusfromdamaging,disruptive,orirrelevantbombardmentwhentheinputlevelishighbuthasimportantimplicationsformarketers.
b）
*****UseKeyTermssensationandsensoryreceptorsHere;UseLearningObjective#1
Here*****
TheAbsoluteThreshold
1.Thelowestlevelatwhichanindividualcanexperienceasensationiscalledtheabsolutethreshold.
2.
a）Thepointatwhichapersoncandetectthedifferencebetween“something”and“nothing”isthatperson’sabsolutethresholdforthestimulus.
b）
c）Forexample,thedistanceatwhichadrivercannoteaspecificbillboardonahighwayisthatindividual’sabsolutethreshold.
d）
e）Underconditionsofconstantstimulation,suchasdrivingthrougha“corridor”ofbillboards,theabsolutethresholdincreases（thatis,thesensestendtobecomeincreasinglydulled）.
f）
3.Adaptationrefersspecificallyto“gettingusedto”certainsensations,becomingaccustomedtoacertainlevelofstimulation.
4.
a）Sensoryadaptationisaproblemthatcausesmanyadvertiserstochangetheiradvertisingcampaignsregularly.
b）
*****UseKeyTermsabsolutethresholdandsensoryadaptationHere;UseDiscussion
Question#1Here*****
5.Marketerstrytoincreasesensoryinputinordertocutthroughthedailyclutterconsumersexperienceintheconsumptionofadvertising.
6.
a）Someincreasesensoryinputinanefforttocutthroughtheadvertising“clutter.”
b）
7.Otheradvertiserstrytoattractattentionbydecreasingsensoryinput.
8.
a）Someadvertisersusesilence（theabsenceofmusicorotheraudioeffects）togenerateattention.
b）
c）Somemarketersseekunusualmediainwhichtoplacetheiradvertisementsinanefforttogainattention.
d）
e）Someusescentresearcherstoenhancetheirproductswithauniquesmell.
f）
9.Packagedesignerstrytodetermineconsumers’absolutethresholdstomakesurethattheirnewproductdesignswillstandoutfromcompetitors’packagesonretailers’shelves.
10.
*****UseLearningObjective#1and#2Here;UseDiscussionQuestion#1and#2Here;Use
Figure6-1Here*****
TheDifferentialThreshold
1.Theminimaldifferencethatcanbedetectedbetweentwostimuliiscalledthedifferencethresholdorthej.n.d.（justnoticeabledifference）.
2.
3.A19thcenturyGermanscientistnamedErnst
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