Perception
Background. Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well, for example, when we “see” a friend three hundred feet away at his or her correct height; however, our perception is sometimes “off”—for example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume.
Factors in percpetion. Several sequential factors influence our perception. Exposure involves the extent to which we encounter a stimulus. For example, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass. Most of this exposure is random—we don’t plan to seek it out. However, if we are shopping for a car, we may deliberately seek out advertisements and “tune in” when dealer advertisements come on the radio.
Exposure is not enough to significantly impact the individual—at least not based on a single trial (certain advertisements, or commercial exposures such as the “Swoosh” logo, are based on extensive repetition rather than much conscious attention). In order for stimuli to be consciously processed, attention is needed. Attention is actually a matter of degree—our attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program. Note, however, that even when attention is low, it may be instantly escalated—for example, if an advertisement for a product in which we are interested comes on.
The Essay on Sensory Perceptions 3
If fortunate enough, most people are able to sense the world around them through all five senses; sight, sound, smell, taste, and touch. The information from these senses is paired with thoughts and memories from each experience, which the brain uses to tell individuals how to perceive input from the outside world. The following information will cover reasons for believing in the accuracy of ...
Interpretation involves making sense out of the stimulus. For example, when we see a red can, we may categorize it as a CokeÒ.
Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with. That is, if you hold an object weighing one pound in your hand, you are likely to notice it when that weight is doubled to two pounds. However, if you are holding twenty pounds, you are unlikely to detect the addition of one pound—a change that you easily detected when the initial weight was one pound. You may be able to eliminate one ounce from a ten ounce container, but you cannot as easily get away with reducing a three ounce container to two (instead, you must accomplish that gradually—e.g., 3.0 –> 2.7 –> 2.5 –> 2.3 –> 2.15 –> 2.00).
Several factors influence the extent to which stimuli will be noticed. One obvious issue is relevance. Consumers, when they have a choice, are also more likely to attend to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are also likely to get attention—thus, many very irritating advertisements are remarkably effective). One of the most important factors, however, is repetition. Consumers often do not give much attention to a stimuli—particularly a low priority one such as an advertisement—at any one time, but if it is seen over and over again, the cumulative impact will be greater.
Surprising stimuli are likely to get more attention—survival instinct requires us to give more attention to something unknown that may require action. A greater contrast (difference between the stimulus and its surroundings) as well as greater prominence (e.g., greater size, center placement) also tend to increase likelihood of processing.
Subliminal stimuli. Back in the 1960s, it was reported that on selected evenings, movie goers in a theater had been exposed to isolated frames with the words “Drink Coca Cola” and “Eat Popcorn” imbedded into the movie. These frames went by so fast that people did not consciously notice them, but it was reported that on nights with frames present, Coke and popcorn sales were significantly higher than on days they were left off. This led Congress to ban the use of subliminal advertising. First of all, there is a question as to whether this experiment ever took place or whether this information was simply made up. Secondly, no one has been able to replicate these findings. There is research to show that people will start to giggle with embarrassment when they are briefly exposed to “dirty” words in an experimental machine. Here, again, the exposure is so brief that the subjects are not aware of the actual words they saw, but it is evident that something has been recognized by the embarrassment displayed.
The Term Paper on Consumer Behaviour In Marketing Ethics
Marketing can undoubtedly bring benefits to society, although some aspects of marketing may be questionable on ethical grounds. The aim of this assignment is to raise criticism of marketing and show that consumer behaviour is affected by ethical issues. Do consumers really care about marketing ethics? Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to ...
Motivation and perception influence concumer behaviour in many ways. That is why companies spend such a lot of money in creating the right message for their products.
Motivation can be anything from being one up on the neighbours, being the first with the latest technology, quality and being part of an elite group of people who can obtain a certain product. It can also be wanting to be like someone, which is why companies use celebrities to market products. Celebrities who have contact with a particular group or age bracket can do a great deal to influence sales of goods. People like David Beckham appeal to the youth market whilst people like Stephen Fry apeal to the more learned and discerning people.
Perception is another key tool for influencing consumer behaviour. People want to be percieved as being part of a particuar group, they want to be percieved as having a certain taste, a flair or making good choices.
Two identical products can be marketed differently and, depending on the consumer’s perception and motivation, they will be recieved in very different ways.
A certain brand of lager, for example can be targetted at a particular goup of middle class, tasteful drinkers. The lager costs more than others of the same calibre on the market but the marketing people tell you it is well worth a little more, it will bring you a sense of achievement and that you will be part of a very discerning group. Adverts will be of French war heroes, white horses on waves or herioc events being celebrated with the drink.
The Term Paper on Management People Effective Good
The experience during the (name of course) at (name of College) has given me a broader view on managment. With the vast amount of material given to me in class with prior modules, Ive increased my understanding of an effective management. Ones skill in management requires constant practice. Mangers who grow too com placement or too lazy to continue practicing will eventually find their career in ...
The identical lager, made the same way and costing the same to produce under a different brand is aimed at the young, the people who want to appear cool, brave or a little bit different. This time, the group percieves that by being seen to drink that brand, they are associated with vigour, energy and youuth. Marketting has loud music, high energy pursuits like roller boarding or surfing and is aimed at a different clientelle altogether.
Different consumer groups are motivated by different things but consumer behaviour is dictated by the group people want to be percieved as belonging to, their motivation by being targetted by clever marketing companies and their desire to fit in.
In a super market, who doesn’t eye someone else’s trolley to see what brands they buy – and how embarrased are you at filling your trolley with all supermarket brand products or basic range goods only to meet your friend who always buys the most expensive goods? Most of us add a few branded products just to feel better.
Motivation can also be from an eco or green perspective and people want to be seen to be doing their bit by buying brands which are best known for low carbon foot prints and re-planting trees used for their toilet tissue so motivation is not always about money. Your motivation can affect how you are percieved (or how you would like to be percieved).
Whichever way you look at it, consumer behaviour is very heavily influenced by motivation and perception – and don’t the companies know it?
Have you ever noticed how every ad that you see is encouraging you to take an action right away? The car dealer is demanding that you come out today to get the savings, or the grocery store is telling you that the sale on steaks is going to end tomorrow, so you might as well stop by now. Or do you ever get the feeling that there is something that you are going to missing out on if you don’t have the latest product from IBM? Motivation and perception are huge factors in the influencing of consumer behavior, and there are reasons why that is.
The Essay on How To Buy A Car
Process essay Word Count: 627 People are always buying new cars. I myself have just recently bought a new car. I was wondering how someone would go about buying a new car. Having been though this situation, a few times, I feel that I have developed the knowledge to buy a new car. I found out that, when buying a new car, you need to shop around, talk to a dealer, and get financed. To buy a new car ...
Humans like to be a part of something, even if that something is somewhat hollow, or the result of a great hype machine. If someone tells you that the blue computer is going to be the trendy thing to have, you are going to want the blue computer. It doesn’t matter that the blue computer isn’t as good, or maybe it does the same thing as the red computer, but if people are all buying the blue computer, why shouldn’t you? We will follow the pack if we think it will help us fit in.
Some people actually believe that if the car dealer says that you have to stop by today to get the deal of the century on a used car, that they have to stop by that day. People are always going to be worried about that great deal that they might miss out on if they don’t get the deal done right away. The truth is that the deals will always be out there, but some people don’t realize that, or are in such a hurry to buy a new car that they will buy the first thing that they see.
Think about the Cash for Clunkers program. That was extreme motivation for people to buy a new car, because they had a big cash incentive to do so. I wonder how many people who weren’t thinking about trading in their old cars went to the dealership because there was a huge incentive to do so. Granted that the deal couldn’t be beat, but how many people were really happy with the old car they had before that was announced?
When people think that they are doing something good for the planet, or are getting a good deal, they are going to go for it. If the perception of something like the Cash for Clunkers is that you are getting a good deal, and that you are helping the planet, which is a trendy thing to do these days, they will buy. Consumers are fickle, and are always going to be looking for a great deal that helps them fit in.
That is how perception and motivation can be used to drive sales, and influence customer behavior. If you can convince people that you have the best deal, and have something that the consumer just cannot live without, you are going to be able to get some good sales. All it takes is some good advertising, and people who are willing to be trendy, and feel as if they have to be the first to have something.
The Essay on Bill Of Sale Car Make Buy
Process Essay Thesis: The majority of the American population has very little, or no understanding of the used car trade. A simple understanding on when and where to sell, how to get your car ready, writing a classified ad, negotiating, and making a contract. With consumer demand rising and supply constrained by several factors, including the tendency of new-car owners to hang on to them longer, ...
