中山大学吴柏林教授 广告心理学绝密资料schiffman06im.docx

1、中山大学吴柏林教授 广告心理学绝密资料schiffman06imCHAPTER 6Consumer PerceptionLEARNING OBJECTIVESAfter studying this chapter students should be able to:1.Define perception and its key elements.2.3.Differentiate between absolute threshold and differential threshold.4.5.Explain the marketing applications of just notice

2、able difference (j.n.d.). 6.7.Review the concept of subliminal perception and the reality of its use.8.9.Discuss the dynamics of perception in terms of its three main aspectsselection, organization, and interpretation.10.11.Discuss the various forms of selective perception.12.13.Explain the concept

3、of Gestalt psychology.14.15.Discuss the various forms of perceptual distortion.16.17.Understand the implications of consumer imagery by positioning and repositioning products.18.19.Understand the positioning of services.20.21.Explain the impact of price on consumer perception of products, service, a

4、nd quality.22.23.Discuss the terms retail store image and manufacturers image.24.25.Describe consumers perception of risk and key risk reduction strategies.26.SUMMARYPerception is the process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the w

5、orld. Perception has strategy implications for marketers because consumers make decisions based on what they perceive rather than on the basis of objective reality.The lowest level at which an individual can perceive a specific stimulus is that persons absolute threshold. The minimal difference that

6、 can be perceived between two stimuli is called the differential threshold or just noticeable difference (j.n.d.). Most stimuli are perceived by consumers above the level of their conscious awareness; however, weak stimuli can be perceived below the level of conscious awareness (i.e., subliminally).

7、 Research refutes the notion that subliminal stimuli influence consumer-buying decisions.Consumers selection of stimuli from the environment is based on the interaction of their expectations and motives with the stimulus itself. The principles of selective perception include the following concepts:

8、selective exposure, selective attention, perceptual defense, and perceptual blocking. People usually perceive things they need or want, and block the perception of unnecessary, unfavorable, or painful stimuli.Consumers organize their perceptions into unified wholes according to the principles of Ges

9、talt psychology: figure and ground, grouping, and closure. The interpretation of stimuli is highly subjective and is based on what the consumer expects to see in light of previous experience, on the number of plausible explanations he or she can envision, on motives and interests at the time of perc

10、eption, and on the clarity of the stimulus itself. Influences that tend to distort objective interpretation include physical appearances, stereotypes, halo effects, irrelevant cues, first impressions, and the tendency to jump to conclusions.Just as individuals have perceived images of themselves, th

11、ey also have perceived images of products and brands. The perceived image of a product or service (how it is positioned) is probably more important to its ultimate success than are its actual physical characteristics. Products and services that are perceived distinctly and favorably have a much bett

12、er chance of being purchased than products or services with unclear or unfavorable images.Compared with manufacturing firms, service marketers face several unique problems in positioning and promoting their offerings because services are intangible, variable, perishable, and are simultaneously produ

13、ced and consumed. Regardless of how well positioned a product or service appears to be, the marketer may be forced to reposition it in response to market events, such as new competitor strategies or changing consumer preferences.Consumers often judge the quality of a product or service on the basis

14、of a variety of informational cues; some are intrinsic to the product (such as color, size, flavor, and aroma), whereas others are extrinsic (e.g., price, store image, brand image, and service environment). In the absence of direct experience or other information, consumers often rely on price as an

15、 indicator of quality. How a consumer perceives a priceas high, low, or fairhas a strong influence on purchase intentions and satisfactions. Consumers often rely on both internal and external reference prices when assessing the fairness of a price.Consumer imagery also includes perceived images of r

16、etail stores that influence the perceived quality of products they carry, as well as decisions as to where to shop. Manufacturers who enjoy a favorable image generally find their new products are accepted more readily than those of manufacturers with less favorable images.Consumers often perceive ri

17、sk in making product selections because of uncertainty as to the consequences of their product decisions. The most frequent types of risk that consumers perceive are functional risk, physical risk, financial risk, social risk, psychological risk, and time risk. Consumer strategies for reducing perce

18、ived risk include increased information search, brand loyalty, buying a well-known brand, buying from a reputable retailer, buying the most expensive brand, and seeking reassurance in the form of money-back guarantees, warranties, and prepurchase trial. The concept of perceived risk has important im

19、plications for marketers, who can facilitate the acceptance of new products by incorporating risk-reduction strategies in their new-product promotional campaigns.CHAPTER OUTLINEINTRODUCTION 1.Individuals act and react on the basis of their perceptions, not on the basis of objective reality. 2.a)Ther

20、efore, consumers perceptions are more important to a marketer than their knowledge of objective reality, because people make decisions based on their perceptions.b)3.In this chapter we examine the psychological and physiological bases of human perception and the principles that control that percepti

21、on and the interpretation of what we see. 4.a)Understanding this information enables marketers to develop more effective advertisements.b)ELEMENTS OF PERCEPTION1.Perception is the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the

22、world.2.*Use Key Term perception Here; Use Learning Objective #1 Here*Sensation 1.Sensation is the immediate and direct response of the sensory organs to stimuli (an advertisement, a package, and a brand name).2.3.A stimulus is any unit of input to any of the senses.4.5.Sensory receptors are the hum

23、an organs (i.e., the eyes, ears, nose, mouth, and skin) that receive sensory inputs, sight, sound, smell, taste, or touch.6.7.Human sensitivity refers to the experience of sensation. 8.a)Sensitivity to stimuli varies with the quality of an individuals sensory receptors and the amount or intensity of

24、 the stimuli to which he/she is exposed.b)c)Sensation itself depends on energy change, the difference of input. d)e)Thus, a constant environment, whether very busy and noisy or relatively quiet, would provide little sensation because of the lack of change, the consistent level of stimulation.f)9.As

25、sensory input decreases, the ability to detect changes increases. 10.a)This ability of the human organism to accommodate itself to varying levels of sensitivity as external conditions vary not only protects us from damaging, disruptive, or irrelevant bombardment when the input level is high but has

26、important implications for marketers.b)*Use Key Terms sensation and sensory receptors Here; Use Learning Objective #1 Here*The Absolute Threshold 1.The lowest level at which an individual can experience a sensation is called the absolute threshold. 2.a)The point at which a person can detect the diff

27、erence between “something” and “nothing” is that persons absolute threshold for the stimulus.b)c)For example, the distance at which a driver can note a specific billboard on a highway is that individuals absolute threshold. d)e)Under conditions of constant stimulation, such as driving through a “cor

28、ridor” of billboards, the absolute threshold increases (that is, the senses tend to become increasingly dulled). f)3.Adaptation refers specifically to “getting used to” certain sensations, becoming accustomed to a certain level of stimulation.4.a)Sensory adaptation is a problem that causes many adve

29、rtisers to change their advertising campaigns regularly. b)*Use Key Terms absolute threshold and sensory adaptation Here; Use Discussion Question #1 Here*5.Marketers try to increase sensory input in order to cut through the daily clutter consumers experience in the consumption of advertising.6.a)Som

30、e increase sensory input in an effort to cut through the advertising “clutter.” b)7.Other advertisers try to attract attention by decreasing sensory input. 8.a)Some advertisers use silence (the absence of music or other audio effects) to generate attention.b)c)Some marketers seek unusual media in wh

31、ich to place their advertisements in an effort to gain attention.d)e)Some use scent researchers to enhance their products with a unique smell.f)9.Package designers try to determine consumers absolute thresholds to make sure that their new product designs will stand out from competitors packages on r

32、etailers shelves.10.*Use Learning Objective #1 and #2 Here; Use Discussion Question #1 and #2 Here; Use Figure 6-1 Here*The Differential Threshold1.The minimal difference that can be detected between two stimuli is called the difference threshold or the j.n.d. (just noticeable difference).2.3.A 19th century German scientist named Ernst