Consumer Behaviour Revision Notes
Week 5 1) Perception 2) Keeping Consumers Sweet
Perception
Our Reality – our perception of what has happened and what exists. We behave and react – basis of Perceptions reality, not Objective reality. Perception Definition: the process by which an individual receives, selects, and interprets, stimuli to form meaningful and coherent pictures of the world. • Perceiving – Conscious or Sub-‐conscious. • Underpinned by 3 discrete sub-‐process: o Exposure o Attention o Interpretation • Focuses on: how we ascribe meaning to our raw sensations
Stimulus & Exposure (The perception Process 1st stage) Stimulus: any unit/type of input into our senses Sensory systems: External stimuli, or sensory inputs, can be received on a number of different mediums, out five senses – SIGHT, SMELL, SOUND, TOUCH & TASTE.
Exposure: a stimulus comes within the range of our sensory receptor nerves – EYES, EARS, NOSE, MOUTH, SKIN.
Sensation: the direct response of the sensory receptors to the stimulus. • • •
Relative – dependent upon the difference between the individual stimulus input and the overall environmental conditions. Eg. A person living in a noisy environment will not be sensitive to small changes in the surrounding noise density. We display maximum sensitivity in conditions of minimum stimulation.
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Sensory System Sight (emotions) •
•
•
Marketers rely heavily on sight stimulus (visual elements) in product packaging, advertising & store, merchandising/design. Colours: influence our emotions directly o Red: arousal o Purple: appetite o Blue: calmness, relaxation o Yellow: fun, frivolity o Black: sensuous, quality o Saturated colours (green, yellow, orange and cyan) are best at attracting attention on web pages. Movement: moving objects are more stimulating than static objects.
Smell (memories) • • •
•
Key role: Formation of memories Responses to scents result from: early associations call up good or bad feelings. Marketers use this via: o Scented stores, clothes, cars and planes, Household product, advertising strips (scratch and sniff), vaporisers. Eg. Lush, Crown, McDonald.
Sound (mood, feelings and behaviours) • • • •
Effect upon our mood, feelings and behaviors Advertising jingles (create brand awareness & recall) Background music is used to create desired moods Eg. Nokia, McDonald, Int, Dumb ways to die.
Touch (quality) •
• •
The textures of fabrics and other surfaces are associated with product quality. o Perceived richness or quality of the material in clothing is liked to it’s ‘feel’ (rough or smooth) Tactile interaction important factor in Decision-‐Making Process Problem: Internet marketing, online shops – you can touch it!
Taste (experience) • • •
Taste receptors: Determine our experience of many products Food, beverage and pharmaceutical companies undertake research: test new flavors when designing new flavours. Consumers’ palates are changing all the time.
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•
Factors that affect taste acceptance include: o Culture o Emerging consumer trends (eg. Health and wellbeing)
Sensory Thresholds – Absolute （ ！） •
•
Absolute sensory threshold: is the absolute minimum level that we can detect stimuli and experience sensation for a particular sensory receptor o Eg. Sound threshold, visibility threshold… o Eg. British Flag (Nike) Fail o Sensory decline throughout ages. (old –young ppl) Sensory Adaptation: these thresholds change as we ‘adapt’ or get used to certain sensations. o Eg. The perceived temp. of a hot bath, the scent of a fish market o Reason for marketers: Marketers often try to change their advertising campaigns regularly to beat the ‘wallpaper’ effect. o Use novel approaches & use of contrast: § TVC’s: white space/silence, 60sec vs. 15 sec § Print Ads: white space, clear/sharp contrasts o Backfire: if not enough repetition to build awareness and low-‐level learning
Sensory Thresholds – Differential （ ！） •
Differential Threshold: the ability of the sensory system to detect
•
changes or differences between two stimuli The Just-‐Noticeable-‐Difference (J-‐N-‐D) o The minimum difference that can be detected between two stimuli
• Weber’s Law:
o The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different o Holds for all five senses o The stronger the initial stimulus, the greater the change required for the consumer to notice the change o Eg. A price discount of $10 for a $50 dress VS a $500 dress.
o Change Logo over time to avoid consumer alienation, while remaining contemporary (Alfa Romeo, Apple) – reach the minimum level (J-‐N-‐D)
Marketing Implications of Weber’s Law Marketers apply J-‐N-‐D to manage: 1. Negative changes (eg. Price rises)? 2. Improvements (eg. Formulation enhancements)?
30
Perception
Our Reality – our perception of what has happened and what exists. We behave and react – basis of Perceptions reality, not Objective reality. Perception Definition: the process by which an individual receives, selects, and interprets, stimuli to form meaningful and coherent pictures of the world. • Perceiving – Conscious or Sub-‐conscious. • Underpinned by 3 discrete sub-‐process: o Exposure o Attention o Interpretation • Focuses on: how we ascribe meaning to our raw sensations
Stimulus & Exposure (The perception Process 1st stage) Stimulus: any unit/type of input into our senses Sensory systems: External stimuli, or sensory inputs, can be received on a number of different mediums, out five senses – SIGHT, SMELL, SOUND, TOUCH & TASTE.
Exposure: a stimulus comes within the range of our sensory receptor nerves – EYES, EARS, NOSE, MOUTH, SKIN.
Sensation: the direct response of the sensory receptors to the stimulus. • • •
Relative – dependent upon the difference between the individual stimulus input and the overall environmental conditions. Eg. A person living in a noisy environment will not be sensitive to small changes in the surrounding noise density. We display maximum sensitivity in conditions of minimum stimulation.
28
Sensory System Sight (emotions) •
•
•
Marketers rely heavily on sight stimulus (visual elements) in product packaging, advertising & store, merchandising/design. Colours: influence our emotions directly o Red: arousal o Purple: appetite o Blue: calmness, relaxation o Yellow: fun, frivolity o Black: sensuous, quality o Saturated colours (green, yellow, orange and cyan) are best at attracting attention on web pages. Movement: moving objects are more stimulating than static objects.
Smell (memories) • • •
•
Key role: Formation of memories Responses to scents result from: early associations call up good or bad feelings. Marketers use this via: o Scented stores, clothes, cars and planes, Household product, advertising strips (scratch and sniff), vaporisers. Eg. Lush, Crown, McDonald.
Sound (mood, feelings and behaviours) • • • •
Effect upon our mood, feelings and behaviors Advertising jingles (create brand awareness & recall) Background music is used to create desired moods Eg. Nokia, McDonald, Int, Dumb ways to die.
Touch (quality) •
• •
The textures of fabrics and other surfaces are associated with product quality. o Perceived richness or quality of the material in clothing is liked to it’s ‘feel’ (rough or smooth) Tactile interaction important factor in Decision-‐Making Process Problem: Internet marketing, online shops – you can touch it!
Taste (experience) • • •
Taste receptors: Determine our experience of many products Food, beverage and pharmaceutical companies undertake research: test new flavors when designing new flavours. Consumers’ palates are changing all the time.
29
•
Factors that affect taste acceptance include: o Culture o Emerging consumer trends (eg. Health and wellbeing)
Sensory Thresholds – Absolute （ ！） •
•
Absolute sensory threshold: is the absolute minimum level that we can detect stimuli and experience sensation for a particular sensory receptor o Eg. Sound threshold, visibility threshold… o Eg. British Flag (Nike) Fail o Sensory decline throughout ages. (old –young ppl) Sensory Adaptation: these thresholds change as we ‘adapt’ or get used to certain sensations. o Eg. The perceived temp. of a hot bath, the scent of a fish market o Reason for marketers: Marketers often try to change their advertising campaigns regularly to beat the ‘wallpaper’ effect. o Use novel approaches & use of contrast: § TVC’s: white space/silence, 60sec vs. 15 sec § Print Ads: white space, clear/sharp contrasts o Backfire: if not enough repetition to build awareness and low-‐level learning
Sensory Thresholds – Differential （ ！） •
Differential Threshold: the ability of the sensory system to detect
•
changes or differences between two stimuli The Just-‐Noticeable-‐Difference (J-‐N-‐D) o The minimum difference that can be detected between two stimuli
• Weber’s Law:
o The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different o Holds for all five senses o The stronger the initial stimulus, the greater the change required for the consumer to notice the change o Eg. A price discount of $10 for a $50 dress VS a $500 dress.
o Change Logo over time to avoid consumer alienation, while remaining contemporary (Alfa Romeo, Apple) – reach the minimum level (J-‐N-‐D)
Marketing Implications of Weber’s Law Marketers apply J-‐N-‐D to manage: 1. Negative changes (eg. Price rises)? 2. Improvements (eg. Formulation enhancements)?
30
