Chapter 5 Consumer Perception

Transkripsi

1 Chapter 5 Consumer Perception Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Copyright 2006 Pearson Education Canada Inc.

2 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, including the process that preceded it Copyright 2006 Pearson Education Canada Inc. 5-2

3 SENSASI Bagaimana supaya terjadi sensasi? Stimuli anda (produk, harga, promosi) minimal harus memenuhi absolute threshold, yaitu: 1. Ukuran stimuli minimal yang dapat ditangkap panca indra. 2. Perbedaan minimal antara stimuli dengan lingkungannya yang dapat ditangkap panca indra. 3. Batas antara ada atau tidak ada stimuli Copyright 2006 Pearson Education Canada Inc. 5-3

4 Subliminal Perception Stimuli samar2 adalah stimuli yang ukuran atau perbedaan dengan lingkungannya terlalu kecil untuk ditangkap panca indra Stimuli samar2 menghasilkan subliminal perception Terdapat pro-kontra tentang keefektifan subliminal perception Yang pro mengatakan subliminal perception bermanfaat, dengan catatan: 1. Kalau bersifat sensual (menggunakan unsur sensualitas) 2. Kalau audiens merasa surprise apabila menemukan stimuli samar2 Copyright 2006 Pearson Education Canada Inc. 5-4

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8 Interpretation: Comparing properties of the stimuli with criteria reside in our mind Copyright 2006 Pearson Education Canada Inc. 5-8

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10 Differential threshold atau j.n.d (just noticable difference) Bagaimana supaya terjadi sensasi? Stimuli anda (produk, harga, promosi) minimal harus memenuhi differential threshold, yaitu: perbedaan minimal stimuli yang sama yang dapat dideteksi sensory receptors. Pada konteks ini stimuli sudah berubah. Jadi, differential threshold berkaitan dengan dengan perbedaan minimal awal (Io) dan stimuli setelah berubah (I1) yang dapat dideteksi sensory receptors Copyright 2006 Pearson Education Canada Inc. 5-10

11 Perubahan positif (perubahan yang menambah nilai) sebaiknya memenuhi atau melebihi differential threshold atau j.n.d Perubahan negative (perubahan yang mengurangi nilai) sebaiknya tidak mencapai differential threshold atau j.n.d Nilai=Manfaat-Biaya atau Manfaat/Biaya Copyright 2006 Pearson Education Canada Inc. 5-11

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13 Bagaimana supaya terjadi selection? Atau bagaimana supaya stimuli mengalami selection? 1. Selection tergantung pada dua faktor, yaitu: (1) faktor pemersepsi (pengalaman dan kebutuhan) dan (2) faktor stimulus (ukuran dan keunikan) 2. Kita juga dapat menggunakan prinsip2 gestalt psychology untuk menjelaskan selection, yaitu: selective exposure, selective attention, perceptual defense dan perceptual blocking Copyright 2006 Pearson Education Canada Inc. 5-13

14 Elements of Perception Elements of Perception Absolute threshold Differential threshold Differential threshold Copyright 2006 Pearson Education Canada Inc. 5-14

15 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. 5-15

16 Differential Threshold or j.n.d The minimal difference between two similar stimuli that can be detected by the audiences or consumers Copyright 2006 Pearson Education Canada Inc. 5-16

17 Weber s Law the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different Copyright 2006 Pearson Education Canada Inc. 5-17

18 Marketing Applications of the JND Need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers Copyright 2006 Pearson Education Canada Inc. 5-18

19 Subliminal Perception Perception of very weak or rapid stimuli received below the level of conscious awareness Copyright 2006 Pearson Education Canada Inc. 5-19

20 Subliminal Perception 1957: Drive-In Movie Theater 1974: Publication of Subliminal Seduction 1990s: Allegations against Disney den/popcorn.htm Copyright 2006 Pearson Education Canada Inc. 5-20

21 Is Subliminal Persuasion Effective? Extensive 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. 5-21

22 Aspects of Perception Selection Organization Interpretation Copyright 2006 Pearson Education Canada Inc. 5-22

23 Perceptual Selection Conscious and unconscious screening of stimuli Copyright 2006 Pearson Education Canada Inc. 5-23

24 Perceptual Selection Depends on three major factors Consumer s previous experience Consumer s motives Nature of the stimulus Copyright 2006 Pearson Education Canada Inc. 5-24

25 Concepts Concerning Selective Perception Gestalt Psychology Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Copyright 2006 Pearson Education Canada Inc. 5-25

26 Perceptual Selection Cont d Selective exposure Consumers actively choose stimuli that they want to see Selective attention Consumers decide how much attention they will pay to a stimulus Copyright 2006 Pearson Education Canada Inc. 5-26

27 Perceptual Selection Cont d Perceptual defence Consumers screen out psychologically threatening stimuli Perceptual blocking tuning out of stimuli Copyright 2006 Pearson Education Canada Inc. 5-27

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29 Principles of Perceptual Organization Figure and ground Definition of figure depends on the background Grouping Information is organized into chunks Closure Incomplete stimuli create tension Copyright 2006 Pearson Education Canada Inc. 5-29

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31 Interpretasi Membandingkan karakteristik stimuli dengan kriteria penilaian yang tersimpan dalam otak Copyright 2006 Pearson Education Canada Inc. 5-31

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33 Influences of Perceptual Distortion Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Copyright 2006 Pearson Education Canada Inc. 5-33

34 Perceptual Interpretation Physical Apprearances Cowok sukses penam pilan keren. Penampilan keren sukses Perceptual Distortion 34 Hallo Stereotypes First effect Peoples tend to carry picture in their minds about various stimuli Impressions Make conclusion based-on first impressive atributes, without clear understanding of relevant and important attributes Evaluation is based on just one dimension, such as bran name Jumping to conclusion Conclusion before examining all relevant attributes

35 QUESTION 1. Why people can perceive the same object differently? 2. Explain the differences between absolute threshold and differential threshold. 3. How do you implement the concept of differential threshold for positive and negative changes in marketing? 4. Does subliminal advertising work? It is based on subliminal perception. 5. Explain factors that cause perceptual distortions 6. What stimuli-related factors should be managed in order to stimulate selection? 35 P.Konsumen/S1/2008

36 5. Explain consumer-related factors that influence stimuli selection. 6. Explain product-related factors that influence stimuli selection 7. Can you explain the mechanism of stimuli organization proposed by Gestalt Psychology? 8. How consumer interpret the stimuli? 36