Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:Consumer behaviour unit 3: Perception Faculty Name: Subhangi Ma'am

1. CONSUMER BEHAVIOUR
UNIT 3
Mrs. Shubhangi Dharma

2. PERCEPTION
PROCESS
SELECTS, ORGANIZES AND INTERPRETS
STIMULI
INDIVIDUAL PROCESS
BASED ON NEEDS, VALUES &
EXPECTATIONS

3. PHYSICAL PERCEPTION
SENSATION -
IMMEDIATE AND DIRECT RESPONSE
MARKETING STIMULI -
PRODUCT, PACKAGE
BRAND NAME
ADVERTISEMENT

4. STIMULUS - UNIT OF
INPUT
SENSORY RECEPTORS
MAXIMUM SENSITIVITY -
INPUT DECREASES
INTENSITY INCREASES
CONDITIONS OF MINIMAL STIMULATION

5. ABSOLUTE THRESHOLD
LOWEST LEVEL
INDIVIDUAL’S SENSATION
POINT TO DETECT DIFFERENCE
BETWEEN “SOMETHING” AND
“NOTHING”

6. SENSORY ADAPTATION
PROBLEM FOR ADVERTISERS
USED FOR CURRENT PRINT ADS
NO SUFFICENT SENSORY INPUT
REGULAR CHANGE IN AD’S APPLICATION
INCREASE SENSORY INPUT
CHANGE IN MEDIA, INNOVATION

7. DIFFERENTIAL
THRESHOLD
MINIMAL DIFFERENCE BETWEEN TWO
STIMULI
JUST NOTICEABLE DIFFERENCE
WEBER’S LAW -
STRONGER INITIAL STIMULUS
ADDITIONAL INTENSITY FOR SECOND
STIMULUS
ADDITIONAL STIMULUS RESULTS IN

8. MARKETING
APPLICATION
NEGATIVE CHANGES NOT DISCERNIBLE
BELOW DIFFERENTIAL THRESHOLD -
REDUCTION IN QUALITY
INCREASE IN PRICE
PRODUCT IMPROVEMENTS ARE
APPARENT -
JUST ABOVE THRESHOLD
IMPROVED PACKAGING
LARGER SIZE
LOWER PRICE

9. SUBLIMINAL
PERCEPTION
BELOW THE LEVEL OF CONSCIOUSNESS
PERCEIVED UNCONSCIOUSLY
BENEATH THRESHOLD