This document summarizes key concepts from Chapter 8 on perception from the textbook "Consumer Behavior" by Leon G. Schiffman and Leslie Lazar Kanuk. The chapter discusses the three elements of perception: sensation, selective attention and interpretation. It covers topics like sensory adaptation, absolute and differential thresholds, and the principles of perceptual selection, organization and interpretation. Marketers use concepts like just noticeable differences to improve products without consumers realizing. Overall, the chapter examines how consumers perceive the world differently based on their experiences, motives and biases.

1. Welcome to
Chapter No: 08
of
MKT 425: Consumer Behavior
Chapter Name: Perception
Modular:
Mr. Afjal Hossain
Lecturer
Department of Marketing, PSTU
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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2. Learning Objectives
1. Understand the roles of perception of defining any
object.
2. To know the function of the different sensory organs.
3. To know how the perception of different people are
changed over time.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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3. Definition
Perception:
 How a person see world around him?
 How each person recognizes, selects, organizes and
interprets the stimuli based on his/ her own needs,
values and expectations?
The process by which an individual uses information
to create a meaningful picture of the world by
•selecting,
•organizing
•interpreting
Perception is important because people selectively perceive what
they want and it affects how people see risks in a purchase.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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4. Definition
Stimuli:
Stimuli is the plural form of Stimulus. A stimulus is any
unit of input to any of the sense.
Examples, product, packages,
advertisements and commercials.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
brand
names,
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5. Elements of Perception
Elements of Perception
1. Sensation:
Sensation is the immediate and direct response of the
sensory organs to stimuli.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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6. Elements of Perception (continued)
Sensory Receptors:
Sensory receptors are human organs or sensory
organs that receive sensory inputs.
Sensory Organs
Functions
Eyes
To see
Ears
To hear
Nose
To smell
Mouth
To taste
Skin
To feel
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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7. Elements of Perception (continued)
2.
Absolute Threshold
The lowest level at which an individual can experience a
sensation.
The point at which a person can detect a difference between
“something” and “nothing” is his/ her absolute threshold for that
stimulus.
Ex: The distance at which a driver can note a specific billboard on
a highway is that individual's absolute threshold.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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8. Elements of Perception (continued)
Sensory Adaptation:
It is a problem that concerns many national advertisers which is
why they try to change their advertising campaign regularly.
The only reason they think that the ads will no longer provide
sufficient sensory input to be noted.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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9. Elements of Perception (continued)
Sensory Adaptation:
Other Reasons:
•
They are using so much clutter
•
They are decreasing sensory input
•
They are placing their ads in unusual/ technological media
•
Package designers try to determine consumer’s absolute
threshold
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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10. Elements of Perception (continued)
3.
Differential Threshold
The minimal difference that can be detected between two similar
stimuli.
Ex: The price of juice pack can’t notice but the price of milkpowder/ electricity will be noticed.
It is also known as Just Noticeable Difference/ j.n.d.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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11. Elements of Perception (continued)
Marketing Implications of j.n.d.
Manufacturers/ Marketers use j.n.d. for their products for 2
reasons:
•
Negative changes (below the j.n.d.)
reduction in product size/ quality, increase the product price
•
Product improvements (above the j.n.d.)
lower price, updated packaging, larger size etc.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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12. Elements of Perception (continued)
4.
Subliminal Perception
When people perceive the thing at the level beyond they should be
is called subliminal perception.
Ex: Bangla Film.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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13. Elements of Perception (continued)
5.
Supraliminal Perception
When people perceive the thing at the level above they should be
is called supraliminal perception.
Ex: English Film.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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14. Dynamics of Perception
One of the major principles of perception is dynamics of
perception:
Raw sensory input by itself does not produce or explain
the coherent picture of the world. Indeed, the study of
perception is what we subconsciously add to or subtract
from raw sensory inputs to produce our own private
picture of the world. There are 3 aspects of perception:
1.
2.
3.
Perceptual Selection
Perceptual Organization
Perceptual Interpretation
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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15. Dynamics of Perception (continued)
1. Perceptual Selection
Perceptual Selection is to recognize the stimuli. Stimuli
selected based on two major factors:
• Consumer previous experience
• Their motives at the time
These factors give rise to 4 important concepts of concerning
perception:
a. Selective Exposure
b. Selective Attention
c. Perceptual Defense
d. Perceptual Blocking
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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16. Dynamics of Perception (continued)
2. Perceptual organization
The principles of perceptual organization is first developed
by Gestalt and referred to as Gestalt psychology. Three basic
principles are:
• Figure-ground
• Grouping
• Closure
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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17. Dynamics of Perception (continued)
2. Perceptual organization
• Figure-ground
– Organization depends on what we see as figure (object) and what
we perceive a ground (context).
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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18. Dynamics of Perception (continued)
2. Perceptual organization
• Figure-ground
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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19. Dynamics of Perception (continued)
2. Perceptual organization
• Grouping
– Organization depends on what we form a unified picture or
information as groups or chunks of information rather than as
discrete bits of information.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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20. Dynamics of Perception (continued)
2. Perceptual organization
• Laws of Perceptual Grouping
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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21. Dynamics of Perception (continued)
2. Perceptual organization
• Closure
– We perceive figures with gaps in them to be complete.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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22. Dynamics of Perception
3. Perceptual Interpretation
The interpretation of stimuli is uniquely individual because
• It is based on what they expect to see in the light of
previous experience
• Number of plausible explanations they can envision
• Motives and interest at the time of perception.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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23. Perceptual Distortion
1. Physical Appearances
People like those people who are smart, beautiful etc…
2. Stereotypes
Black & White men are arrested together meaning that white arrests black.
3. First Impressions
People love at first sight.
4. Jumping to Conclusions
You will be slim/ heavy if you purchase this product.
5. Halo Effect
Whenever one thing can be interpreted from different angle.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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24. Query?

25. Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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