Perception
Key Concepts in Marketing and Perception
Importance of Linking Price to Value
Marketers must link the price of a product to both its real value and perceived value.
Additionally, supply costs must be considered when setting prices.
Sensations and the Perception Process
Definition of Perception
Perception: The process by which sensations are selected, organized, and interpreted by individuals.
Definition of Sensations
Sensations: The immediate responses of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, odor, texture, and sound.
Stages of the Perceptual Process
The perceptual process consists of three stages:
Exposure
Attention
Interpretation
Exposure in Consumer Decision Process
Definition of Exposure
Exposure: Contact with a stimulus.
Consumer Exposure Statistics
Consumers can experience between 3,000 to 10,000 brand exposures each day.
It is essential to note that consumers may:
Concentrate on the stimulus.
Ignore or avoid the stimulus.
Completely miss the stimulus.
Exposure Avoidance
Demographic Variations in Exposure Avoidance
Certain demographic groups are more likely to avoid ad exposure, including:
Men
Younger consumers
Members of higher social classes
Methods of Avoiding Ad Exposure
Consumers utilize various tactics to intentionally avoid or limit exposure to advertisements:
Enrollment in “Do not call” lists or using call filtering apps.
Utilizing ad-blocking software.
Skipping through ads or discarding junk mail.
Zipping: Fast-forwarding through pre-recorded ads.
Zapping: Channel surfing during commercial breaks.
Strategies for Responding to Exposure Avoidance
Methods of controlling exposure avoidance include:
Online ad click-throughs that require users to find an “X” to close the ad.
Disabling fast-forward features in certain contexts.
Requiring viewing of a short advertisement before accessing desired content.
Offering options such as “Skip ad in __ seconds.”
Techniques for Circumventing Avoidance
Utilize the following methods to counteract avoidance:
Opt-in strategies, where consumers willingly choose to engage.
Design ads that are engrossing and entertaining enough that consumers don’t want to skip.
Advertise in locations where boredom is prevalent (e.g., public transport, waiting lines).
Sensory Thresholds and Awareness
Understanding Sensory Thresholds
Definition of Absolute Threshold
Absolute Threshold: The minimum amount of stimulation or smallest intensity of a stimulus that can be detected by a sensory receptor.
Adaptation and Its Impact
Consumers can adapt to sensory inputs, increasing their absolute threshold, meaning they may require a higher level of stimulus intensity to feel the same impression.
Implications of Absolute Threshold
If consumers do not exceed their absolute thresholds, they may ‘miss’ the stimulus.
Differential Thresholds
Definition and Example
Differential Threshold: The minimum amount of change in a stimulus or smallest difference between two stimuli that can be detected by a sensory receptor, also known as the just noticeable difference (JND).
According to Weber’s Law: The greater the intensity of a stimulus, the more significant the change required for a change to be noticed.
Strategic Decisions Related to Thresholds
To ensure that consumers notice marketing stimuli, the stimulus should be above the absolute sensory thresholds.
For changes in marketing stimuli (like pricing or features) to be noticed, they must exceed the just noticeable difference (JND).
Conversely, if marketers want consumers to overlook a change, they should keep it below the JND.
Additional Sensory Threshold Applications
Applications of sensory thresholds include:
Adjustments to in-store music volume.
Changes in packaging size.
Modifications in store temperature.
Development of beverage flavors.
Changes in product pricing.
Alterations to the scent of deodorants.
Subliminal and Supraliminal Exposure
Definition of Subliminal Exposure
Subliminal Exposure: When a consumer encounters a stimulus that is below the level of their conscious perception or awareness.
Subliminal is defined as being below the absolute threshold of all sensory receptors.
Historical Context of Subliminal Advertising
First conducted secretly in a New Jersey movie theater in 1957, where messages like "Drink Coca-Cola" and "Eat Popcorn" were flashed briefly during films.
Results indicated a dramatic increase in sales:
18.1% increase in Coca-Cola sales.
57.8% increase in popcorn sales.
However, the claims made by researcher James Vicary were later discredited as bogus.
Ongoing Interest in Subliminal Messaging
Despite the evidence against it, interest in subliminal messaging remains prominent.
Clarification on Subliminal vs. Subconscious Influence
Subliminal Influence: A stimulus below the threshold of perception; e.g., a dog whistle.
Subconscious Influence: A stimulus that influences thought or behavior without being subliminal; e.g., background music in stores.
The Ineffectiveness of Subliminal Techniques
Research suggests that subliminal techniques are not effective in influencing consumer behavior; they should be avoided in marketing strategies.
Concept of Embedding
Embedding: Involves hiding images or words within visual materials, often through high-speed photography or airbrushing.
Such embeds can still be detected at least at some level, meaning they need to be noticed to exert influence.
Embedding Best Practices
Best practices involve:
Only embedding material meant to be discovered (like Easter eggs).
Avoiding offensive words or images.
Testing to ensure embeds are not considered offensive by consumers.
Embedding should align with the brand or product message.
Intentional and Accidental Exposure
Intentional Exposure
Occurs when consumers actively seek marketing stimuli that can aid in solving purchasing decisions or problems.
Enhancing Intentional Exposure
To accommodate intentional exposure, marketing information should be readily available whenever and wherever required. This includes anticipating consumer needs for information, such as:
Training salespeople for immediate responses to queries.
Providing instructional materials or seminars.
Offering comprehensive product information online.
Facilitating Accidental Exposure
Accidental exposure is enhanced through strategic placement of products and marketing stimuli.
Considering locations and distribution strategies is critical for maximizing accidental exposure.
Convenience stores, coffee shops, and fast-food restaurants are ideal for high exposure; luxury brands often prefer controlled exposure.
Media Strategies for Maximizing Exposure
Methods of Increasing Exposure
Most media strategies are primarily designed to optimize accidental exposure to marketing stimuli:
Using traditional or digital media.
Engaging in direct mail marketing campaigns.
Creating point-of-purchase advertisements.
Securing prime shelf space or utilizing shopping carts.
Introducing viral marketing techniques or branded freebies.
Effective product placements in popular media.
Examples of Product Placement
Product Placement forms:
Visual (seeing the product in a scene)
Auditory (mentions or background music)
Audiovisual (combining visuals and sound for maximized effect)
Audiovisual placements tend to be best remembered, provided there aren’t multiple placements overwhelming the viewer.
Celebrity Endorsements and Product Placement
Ashton Kutcher discusses how he is inundated with free products from various brands, illustrating the trade-off between traditional advertising costs and consumer engagement through product placement.
Caveats of Product Placement
Guidelines for Effective Product Placement
Product placements should be:
Recognizable and easy for consumers to process.
Subtle unless intended for humor.
Conceptually fitting within the content.
Limited in number to avoid consumer overload.
Avoid associating products with unappealing characters, either beautified or personality-wise.
Importance of Implementation
Carefully managing product placements is essential for effective marketing outcomes, ensuring that strategies enhance brand perception rather than detract from it.