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Copyright © 2015 Pearson Education
Chapter 4 Learning Objectives
4.1 To understand the elements of perception and
their role in consumer behavior.
4.2 To understand why consumers process only a
small amount of the information they receive.
4.3 To understand how consumers organize
consumption-related information.
4.4 To understand why and how consumers
“add” biases to stimuli and the implications of this
tendency for marketing.
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Chapter 4 Learning Objectives
4.5 To understand the elements of consumers’
imagery.
4.6 To understand how consumers determine the
quality of products and services.
4.7 To understand consumers’ perceived risks and
how they handle and reduce those risks.
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Perception
The process by which individuals select,
organize, and interpret stimuli into a
meaningful and coherent picture of the
world. It can be described as “how we
see the world around us.”
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Learning Objective 4.1
4.1 To understand the elements of perception and
their role in consumer behavior.
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Sensation
The immediate and direct response of
the sensory organs to stimuli (units of
input to the senses, as captured by the
sensory receptors).
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d
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D Examples
of Absolute Threshold:
Vision - A candle flame 30 miles away.
Hearing - A watch ticking 20 feet away.
Smell - A drop of perfume in a 6-room house.
Taste - A teaspoon of sugar in a gallon of water.
Touch - A wing of a fly on your cheek, dropped
1 cm
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Audio Sensory Input
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Discussion Questions
What is the difference
between the absolute
threshold and the
differential threshold
(JND)?
Why do marketers care
about sensory adaptation?
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Gradual Changes in Brand Name:
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Ambush Marketing
Placing ads in places where consumers do
not expect to see them and cannot readily
avoid them.
Experiential Marketing
Allows customers to engage and interact with
offerings in sensory ways in order to create
emotional bonds between consumers and
marketing offerings
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Discussion Question
• How might a cereal
manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms of:
–
–
–
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Product decisions
Packaging decisions
Advertising decisions
Sales promotion decisions
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Subliminal Perception
• What is subliminal perception?
• Is it effective?
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Subliminal Perception:
Stimuli that are too weak to be consciously
seen or heard.
It occurs when a stimulus is below the level of
consumer’s awareness.
It is actually the “Minimum Stimulus”
necessary to detect a particular stimulus.
It is the perception of stimuli or message
without awareness.
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Meaning of Subliminal:
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Auditory Subliminal Perception:
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Visual Subliminal Perception:
Called as “Priming”.
Visual priming relies on visual stimulation without the use of other
stimuli types, such as semantic or verbal.
It refers to an increased sensitivity to certain stimuli, resulting from
prior exposure to related visual or audio messages.
For Example: When an individual is exposed to the word “cancer”,
and then offered the choice to smoke a cigarette, we expect that there
is a greater probability that they will choose not to smoke as a result
of the earlier exposure.
Subliminal priming occurs when an individual is exposed to stimuli
below the threshold of perception. This process occurs outside the
realm of consciousness and is different from memory which relies on
direct retrieval of information.
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Subliminal Messages:
• Subliminal messages are visual or auditory stimuli
that the conscious mind cannot perceive, often
inserted into other media such as TV commercials or
songs.
• True subliminal messages cannot be observed or
discovered by the conscious mind, even if you're
actively looking for them.
• It is below the threshold of conscious awareness.
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Types of Subliminal Messages:
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Our Subconscious Mind:
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Our Subconscious Mind:
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Why Subliminal Messages?
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Effectiveness of Subliminal
Messages:
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Subliminal Advertising:
• Advertising that uses images and sounds that the
conscious mind is not aware of, in order to influence
people and make them attracted to a product.
• Although the term “subliminal” has been widely used
for many years, it wasn’t until 1957 that the practice
became known beyond scientific and academic
circles, when Vance Packard’s book, The Hidden
Persuaders, brought the concept of subliminal
messages to the mainstream.
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Is Subliminal Advertising Effective?
• There is an ongoing debate among psychologists and
advertising experts about the effectiveness of subliminal
advertising.
• The judge in the Judas Priest trial, for example, found that
there was no evidence that subliminal messages could affect
behavior.
• Some studies do seem to show that embedded images do affect
actions and behaviors. However, the effect only lasts a very
short time, and even then, only marginally. While the jury is
still out on their efficacy, that hasn’t stopped advertisers and
corporations from trying to harness their potential power.
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Some Common Examples:
• Although the term “subliminal” has been widely used for many
years, it wasn’t until 1957 that the practice became known beyond
scientific and academic circles, when Vance Packard’s book, The
Hidden Persuaders, brought the concept of subliminal messages
to the main-stream.
• The book detailed the results of a study that claimed Coca-Cola
had used subliminal advertising in movie theaters to drive sales of
sodas and popcorn at concession stands.
• The study claimed that by splicing single frames of visual
messages like “Buy Coca-Cola” and “Buy popcorn” into movie
reels, sales of those products had increased by 57% and 18%,
respectively.
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James Vicary’s Experiment:
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Example with reference to Politics:
• During the bitter fight for the U.S. presidency
between George W. Bush and Al Gore, Gore accused
Republican campaign managers of including a
subliminal message in an attack ad focusing on
Gore’s proposed healthcare policies
• Gore alleged that, in the video, the word “RATS”
appears onscreen for a fraction of a second before the
ad shows a visual featuring the word “Bureaucrats.”
Personally, I think it’s impossible to miss, especially
if you’re looking for it
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Subliminal Message:
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FEDEX’S LEGENDARY
ARROW:
• Federal Express (usually shortened to FedEx) is a
worldwide delivery company based in Atlanta,
Georgia. Their iconic logo is more than just a clear
and legible spelling of their name – it includes a
subtle arrow between the E and the X, indicating
that they are raring to go!
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AMAZON’S LOGO:
• At first glance, the Amazon logo looks like it is
underlined by a smile but look closer – the smile is
actually a kind of arrow! The smile at the bottom of
the ‘AMAZ’ includes an arrowhead, starting at the A
and ending with the Z. This shows you that they sell
everything you need, from A to Z.
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COCA COLA’S SHAPELY
BOTTLE:
• The shape of the glass Coca Cola bottle is one
of the most recognizable shapes on the planet,
but many people believe that it is designed to
look like a shapely woman. It certainly is
curvy!
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DISNEY AND PIRATES OF THE
CARIBBEAN:
• Despite its beginnings as ride at Disneyland, some people forget
that Pirates of the Caribbean is a Disney franchise. The posters
for these films wants to help you remember! The skull of
Captain Jack Sparrow has 2 torches behind it, reminiscent of the
head of Mickey Mouse. This image was hugely popular and was
featured on posters and t-shirts – a clear example of how
subliminal advertising can even end up being used for fabric
printing.
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TOYOTA LOGO:
• Looking at the Toyota logo, you can see that it is
made up of different letters that make up the word
itself. This helps to reinforce and remind viewers of
their brand.
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BASKIN ROBBINS’31 Flavors:
• This logo design is actually quite brilliant – the
number 31 is slyly included in the initials B and R.
Seeing as Baskin Robbins is famous for their 31
flavors of ice cream, this is a great way to get
customers to crave their product!
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TOSTITOS WANTS YOU TO SHARE WITH
FRIENDS:
• This brand of tortilla chips may be relatively new to
the UK, but they sure know how to make their brand
seem fun and friendly. Look at the letters T, I and T
in the center of their logo – they form a pair of
friends, bonding over a bowl of chips and salsa.
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Toblerone:
• Hidden within the Toblerone logo is the image of a
bear standing on its hind legs. Don’t see it? Take a
close look at the mountain. The bear is closely
associated with Bern, Switzerland (where the company
was originally formed), as well as the Swiss
Mountains. The word “Bern” is also hidden within
“Toblerone”.
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Unilever’s Logo:
• Unilever’s logo was designed to include a little bit of
everything. The British-Dutch company included “a spoon, an
ice cream, a jar, a tea leaf, a hand and much more” in their
logo design—all of which reflect the essence of their brand.
According to their website, each part of the “U” has its own
meaning and is a visual expression of “making sustainable
living commonplace.
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Conclusion :
The main purpose is to induce people’s behavior
through unconscious perception.
There is no conclusive research evidence that
subliminal stimulation & advertising works.
Some research results did not support the notion that
subliminal perception can persuade consumers to act
in a given manner.
Most researchers are of the view that “What You See
is What You Get”.
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Learning Objective 4.2
4.2 To understand why consumers process only a
small amount of the information they receive.
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The Stimulus
• Contrast
• Shocking or unrealistic images
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Discussion Questions
• What marketing stimuli do you remember
from your day so far?
• Why do you think you selected these stimuli to
perceive and remember?
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Perceptions are affected by…
• Expectations
• Motives
• Selective Perception
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Selective Exposure
Selective Attention
Perceptual Defense
Perceptual Blocking
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Learning Objective 4.3
4.3 To understand how consumers organize
consumption-related information.
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Perceptual Organization
•
•
•
•
Gestalt psychology
Figure and ground
Grouping
Closure
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Perceptual Organization Application
What Element of
Perceptual Organization Is
Featured in This Ad?
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Learning Objective 4.4
4.4 To understand why and how consumers
“add” biases to stimuli and the implications of this
tendency for marketing.
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Perceptual Interpretation
• Stereotyping
• Triggers
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Physical appearance
Descriptive terms
First impressions
Halo Effect
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How Does This Ad Depict Perceptual Interpretation?
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Learning Objective 4.5
4.5 To understand the elements of consumers’
imagery.
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Brand Image
•
•
•
•
Positioning
Brand image updates
Package image
Service image
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Perceived Price
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Learning Objective 4.6
4.6 To understand how consumers determine the
quality of products and services.
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Quality
• Product quality
– Intrinsic cues
– Extrinsic cues
•
•
•
•
Service quality
Price/quality relationship
Store image
Manufacturer image
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Discussion Question
Provide an example where a viral message
impacted consumer perceptions of a company’s
image. In your opinion, how did the viral
message affect consumer perceptions of the
quality of the product or service provided by the
company?
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Learning Objective 4.7
4.7 To understand consumers’ perceived risks and
how they handle and reduce those risks.
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Perceived Risk
The degree of uncertainty perceived by the consumer as
to the consequences (outcome) of a specific purchase
decision
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How Consumers Handle Risk
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Discussion Question
Think of a recent purchase that you considered
risky. What type(s) of risk was (were) involved?
How did you handle the risk? Explain.
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2015 Pearson Education, Inc.
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