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Opening Vignette
Good
Beer
Only 11 to 17 gms per bottle Consumers overestimate carbs in beer Perceptions have to change Labatts campaign http://www.labatt.ca
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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
Copyright 2006 Pearson Education Canada Inc.
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Elements of Perception
Elements
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Sensation
The
immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all!
Copyright 2006 Pearson Education Canada Inc.
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Webers Law
the
stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
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Subliminal Perception
Perception
of very weak or rapid stimuli received below the level of conscious awareness http://www.thoughtscan.com/
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Subliminal Perception
1957:
Drive-In Movie Theater 1974: Publication of Subliminal Seduction 1990s: Allegations against Disney http://www.snopes.com/business/hid den/popcorn.htm
Copyright 2006 Pearson Education Canada Inc.
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research has shown no evidence that subliminal advertising can cause behaviour changes Some evidence that subliminal stimuli may influence affective reactions
Copyright 2006 Pearson Education Canada Inc.
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Aspects of Perception
Selection Organization
Interpretation
Copyright 2006 Pearson Education Canada Inc.
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Perceptual Selection
Conscious
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Perceptual Selection
Depends
on three major factors Consumers previous experience Consumers motives Nature of the stimulus
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Gestalt Psychology
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exposure
attention
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defence
blocking
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Positioning and Repositioning Perceived Price Perceived Quality Price-Quality Relationship Perceived Risk
Copyright 2006 Pearson Education Canada Inc.
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Positioning
Establishing
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Positioning Techniques
Umbrella Positioning Positioning Against Competition Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Un-owned Position Positioning for Several Positions Repositioning
Copyright 2006 Pearson Education Canada Inc.
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Perceptual Mapping
A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.
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Research Insight
Attribute-based
approach
Identify attributes that consumers use Rate brands on these attributes Identify ideal level of these attributes
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Research Insight
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Internet Insight
Non-attribute-based
approach
List all brands; identify all pairs Arrange pairs in order of similarity Identify underlying dimensions
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Research Insight
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prices
Internal External
Tensile
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Evaluations least favorable for ads stating the minimum discount level Ads stating maximum discount levels are better than stating a range
Copyright 2006 Pearson Education Canada Inc.
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Perceived Quality
Perceived
Perceived
Quality of Products
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Price/Quality Relationship
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).
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(continued)
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Perceived Risk
The degree of uncertainty perceived by the consumer as to the consequences (outcomes) of a specific purchase decision High-risk perceivers are narrow categorizers
Limit their choices to safe alternatives
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Types of Risk
Functional
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Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance
Copyright 2006 Pearson Education Canada Inc.
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Ensure that consumers organize and interpret messages correctly Develop suitable consumer imagery Find ways to reduce perceived risk
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