Slide hành vi người tiêu dùng chương 2 perception

.c om Chapter du o ng th an co ng Perception cu u CONSUMER BEHAVIOR, 8e Michael Solomon CuuDuongThanCong.com https://fb.com/tailieudientucntt Learning Objectives c om When you finish this chapter you should understand why: • Perception is a three-stage process that translates raw stimuli co ng into meaning an • Products and commercial messages often appeal to our th senses, but we won’t be influenced by most of them ng • The design of a product today is a key driver of its success or du o failure u • Subliminal advertising is a controversial—but largely cu ineffective—way to talk to consumers Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-2 https://fb.com/tailieudientucntt Learning Objectives (Cont’d) c om • We interpret the stimuli to which we pay attention according to learned patterns and expectations ng • The science of semiotics helps us to understand how cu u du o ng th an co marketers use symbols to create meaning Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-3 https://fb.com/tailieudientucntt .c om Sensation and Perception ng th an co response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture) ng • Sensation is the immediate du o • Perception is the process by cu u which sensations are selected, organized, and interpreted Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-4 https://fb.com/tailieudientucntt .c om The Process of Perception cu u du o ng th an co ng We receive external stimuli through our five senses Hoang Duc Binh, MBA, 2008 2-5 Figure 2.1 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Advertisements Appeal to Our Sensory Systems • This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving Consumer Behavior experience CuuDuongThanCong.com https://fb.com/tailieudientucntt Sensory Systems ng c om Our world is a symphony of colors, sounds, odors, tastes, etc co • Marketers contribute to the an commotion packages, radio and TV commercials, billboards provide sensations cu u du o ng th • Advertisements, product Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-7 https://fb.com/tailieudientucntt • Hedonic consumption: cu u du o ng th sensations on consumers’ product experiences an • Marketers use impact of co ng multisensory, fantasy, and emotional aspects of consumers’ interactions with products c om Hedonic Consumption Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-8 https://fb.com/tailieudientucntt Vision c om Color co ng • Color provokes emotion • Reactions to color are biological an and cultural th • Color in the United States is cu u du o ng becoming brighter and more complex • Trade dress: colors associated with specific companies Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-9 https://fb.com/tailieudientucntt .c om Perceptions of Color co cu u du o ng th an detergent ad demonstrates (Flowery orange fades without Dreft), vivid colors are often an attractive product feature ng • As this Dutch Consumer Behavior CuuDuongThanCong.com https://fb.com/tailieudientucntt Personal Selection (cont.) c om • Perceptual vigilance: consumers are more likely to be aware co ng of stimuli that relate to their current needs • Example: you’re in the market for a car—so you tend to notice car ads more than before th an • Perceptual defense: people see what they want to see—and cu u du o ng don’t see what they don’t want to see • Example: heavy smoker may block out images of cancerscarred lungs Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-32 https://fb.com/tailieudientucntt Personal Selection (cont.) c om • Adaptation: the degree to which consumers continue to an co • Factors leading to adaptation: ng notice a stimulus over time Duration du o ng th Intensity Exposure cu u Discrimination Relevance Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-33 https://fb.com/tailieudientucntt Stimulus Selection Factors c om • We are more likely to notice stimuli that differ from others around them an Color Position Novelty th Size co ng • So, marketers can create “contrast” through: schema cu u du o ng • Interpretation: the meaning that we assign to sensory stimuli • Meaning we assign to stimulus is called schema • Through priming, certain properties of a stimulus evoke a Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-34 https://fb.com/tailieudientucntt Stimulus Organization an co ng c om • We interpret sensations to others already in memory • Gestalt: the whole is greater than the sum of it parts • Explains how stimuli are organized: • Closure: people perceive an incomplete picture as th ng du o cu • u • complete Similarity: consumers group together objects that share similar physical characteristics Figure-ground: one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground) Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-35 https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Gestalt Principle • This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image Consumer Behavior CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Principle of Closure • This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally Behavior filling in the gaps in theConsumer sentence CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Figure-ground Principle • This billboard for Wrangler jeans makes creative use of the figure-ground principle Consumer Behavior CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Interpretational Biases • We interpret ambiguous stimuli based on our experiences, cu u du o ng th an co ng expectations, and needs • Princeton versus Dartmouth football game • Planters Fresh Roast (vacuum-packed peanuts package) Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-39 https://fb.com/tailieudientucntt Semiotics c om • Semiotics: correspondence between signs and symbols and their role in the assignment of meaning an co ng • Marketing messages have three basic components: • Object: product that is the focus of the message • Sign: sensory image that represents the intended th ng cu u du o • meanings of the object Interpretant: meaning derived Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-40 https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Semiotic Relationships Hoang Duc Binh, MBA, 2008 2-41 Figure 2.3 CuuDuongThanCong.com https://fb.com/tailieudientucntt Semiotics (cont.) ng c om • Signs are related to objects in three ways: INDEX SYMBOL Sign that resembles the product in some way Sign that is connected to a product because they share some property Sign that relates to a product by either conventional or agreed-upon associations Example: Pine tree in Spic „n Span = fresh Example: Lion = fearlessness cu u du o ng th an co ICON Example: Ford Mustang galloping horse Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-42 https://fb.com/tailieudientucntt Semiotics (cont.) c om Hyperreality: process of making real what is initially simulation or hype cu u du o ng th an co ng • Marlboro man = American frontier spirit • Heidi-land = Switzerland Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-43 https://fb.com/tailieudientucntt Perceptual Positioning c om • Brand perceptions = ng functional attributes + symbolic attributes co • Perceptual map: map of cu u du o ng th an where brands are perceived in consumers’ minds • Used to determine how brands are currently perceived to determine future positioning Figure 2.4 Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-44 https://fb.com/tailieudientucntt Positioning Strategy c om • Positioning strategy: marketing mix elements that influence ng th an Grey Poupon is “high class” Southwest Airlines “no frills” Bounty is “quicker picker upper” Mazda Miata is sporty convertible Northwestern Insurance is the “quiet company Wrigley‟s gum used when smoking not permitted Levi‟s Dockers targeted to men in 20s and 30s At Ford, “Quality is Job 1” cu Occasions u du o Lifestyle Price leadership Attributes Product class Competitors co • Examples of brand positioning: ng the consumer’s perception of a brand Users Quality Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-45 https://fb.com/tailieudientucntt • American Express has a strong co ng brand identity but suffered from negative consumer perceptions in the past c om Discussion an • After viewing the video, du o ng th summarize how American Express changed consumer perceptions to increase sales cu u • How did Amex reach younger  Click to view Quicktime video on American Express‟s repositioning consumers? Hoang Duc Binh, MBA, 2008 CuuDuongThanCong.com 2-46 https://fb.com/tailieudientucntt ... Binh, MBA, 20 08 CuuDuongThanCong.com 2- 9 https://fb.com/tailieudientucntt .c om Perceptions of Color co cu u du o ng th an detergent ad demonstrates (Flowery orange fades without Dreft), vivid colors... Hoang Duc Binh, MBA, 20 08 CuuDuongThanCong.com 2- 22 https://fb.com/tailieudientucntt Sensory Thresholds (cont.) c om • Differential thresholds used in pricing strategies: • Behavioral pricing: price... this large target market? Hoang Duc Binh, MBA, 20 08 CuuDuongThanCong.com 2- 24 https://fb.com/tailieudientucntt .c om Subliminal Perception • Subliminal perception: occurs when stimulus is below the