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Digital Economy

Digital Economy

Perception in Marketing


Perception – is the process of converting sensory input into understanding of how the world works. The sensory input occurs through the senses of touch, taste, smell, sight and hearing.

 process of perception

Stimuli → Sensory Receptors → Attention → Interpretation → Response → Perception

Selective Attention filters all the sensory input we as humans are exposed to in our everyday lives. Only the relevant sensory input (information that reaches us in the form of touch, taste, smell, sight and hearing) is let through to our consciousness. All irrelevant sensory input (the noise) is cut out by our selective attention.

Subjectivity – is the effect of past life experiences, including cultural influences, on an individual’s perception of the world. Due to subjectivity, the world appears in a unique way to each separate person.

Categorisation – is the process of pigeon-holing of chunks of information. People prejudge the quality and other characteristics of products and services even before consumption thanks to this form of perception.

Expectations – an expectation is created when an individual uses a certain product or experience and receives a certain outcome. They are then conditioned to expecting this same outcome again when they use the same product or service, in that same way.

Weber’s Law – is a rule in marketing which says that the size of the least detectable change depends on the size of the stimulus. Very intense stimulus requires bigger change to be perceived by the consumer. For example:

If the price of product A is £0.06 a change to this price by £0.03 will be easily detectable by the purchaser.
If the price of product B is £10.06 a change to this price by £0.03 is less likely to be noticed. In this case the price change to be noticed requires a much larger amount.
 
Weber’s Law is also applicable to the changes of product size, quality and all the other product characteristics.
 

Subliminal Perception – Perception is not necessarily a conscious process. Much of what happens in the mind is below the conscious level. There was a time when subliminal techniques were used to advertise products in TV programmes. An image of a product or a brand mark used to be displayed for a fraction of a second (below the subliminal threshold of our attention) during the broadcast. The objective was to trigger the need for consumption of a product subject to subliminal advertising at below the consumer’s consciousness level.

Many marketers doubt the effectiveness of subliminal advertising but I believe that this technique might be effective if used in a less technological way. Subliminal advertising is not only about images of brands fitted into a film for a short period of time so no one can be conscious of noticing it. An experiment I took part in at Imperial College was about making people thirsty using subliminal technique.

There where two separate groups of people participating in the experiment. One group had to listen to a story told about London. We later were told that this story contained repetitions of the word “water” and its synonyms. The other group listened to another story about London but with no repetitions of “water”. We were then asked to choose from a list of food products, including a bottle of mineral water, for immediate consumption. The sample of those who listened to the story about London with repetitions of a word “water” showed, in comparison to the other group, greater preference of water as a product for immediate consumption. Subliminal marketing in its most simple forms is not permitted in many countries.

Colours – Are used to attract attention but they also convey emotions and meanings. The meaning of colours in marketing is particularly important in the context of international marketing. The best example for it is the association people have with the colour white across the world. In Europe, white is a colour of cleanness and innocence whereas in the Middle East the same colour is associated with misfortune.

Gestalt Interpretation – an image can be perceived differently by two people and the way each person perceives this image will depend on their subjectivity and expectations. Gestalt Interpretation is based on the notion of ‘closure’. Certain kind of images, especially those illustrating shapes that can be associated with more than one object, are identified by people in the unconscious, cognitive process of filling the missing gaps. The information used to fill those gaps originates from past life experiences.

 Different past experiences – different information used to fill the missing gaps in the image – different image perceived.

 Reference
  • Maciejovsky, B., 2012. Perception, Consumer Behaviour. Imperial College London, unpublished.

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About this website



This website is intended to be a platform for the exchange of practical business information as well as a place for discussion about issues in strategic business management. The articles and other materials on the site are aimed at entrepreneurs and managers and those who would like to improve their own understanding of business. What you will find here are the notes, essays, graphic materials and videos based on Michael Pawlicki’s and other business managers’ experience and knowledge acquired through developing businesses, their own research and academic expertise.

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About Michael Pawlicki

Michael PawlickiMichael Pawlicki is an experienced online marketing manager and alumnus of Imperial College London with proven success in starting up business ventures to his name. Michael has a special interest in seeing how the latest analytic methods (advances in multiple regression and cluster analysis) can be effectively deployed within an overall framework of strategic decision making. He has a strong secondary interest in staying abreast of developments in how social media platforms are used for the co-creation of customer value. Michael and his team are responsible for many successful commercial ventures, including:

 

VanOne – an online based, no thrills European
removals operating a fleet of 31 vans. VanOne provides low priced international removal services to the people of the UK and Continental Europe. The company is set to offer to their international clients an easy way of moving to and from Europe even if customers are booking at short notice. VanOne is probably the cheapest European Relocation services provider in the UK.

Imperial College London

 

Open Platform – self-sustaining environment for the buying and selling of standards compliant data, applications and models to enable organisations to easily access reliable data. Open Platform also helps these organisations to compute this data through algorithms and enable them to make better decisions based on dependable information. Michael and his university team were instrumental in setting up and managing the digital campaign for Open Platform.

OcaPoranga is a guest house located in Rio de Janeiro, Brazil. Their services are marketed in Britain using innovative, mobile optimised website where users can check prices and book inexpensive rooms with their credit or debit card online. The commercial success of OcaPoranga website lies in the field of smart use of digital media, effective online segmentation and its ability to tangibly illustrate the benefits of using the service offered.

UniText for Professionals

 

UniText – a London based proofreading and copyediting service. Their main focus is on working with individuals, and teams, in business to perfect written documents such as reports, marketing material, business letters, speeches and more. They employ experienced copyeditors and readers who keep up to date with the norms and standards of business communications and commercial language to ensure our clients receive the best service available.

 

Kosciuszki 107Kosciuszki 107 – flexible office hire solution for those needing to work and live in Poland. The terms of use of this office space are specifically designed to ensure ease of conducting business. Highlights of these terms include systems for entering and exiting the lease of the office without unnecessary costs or bureaucracy which helps growing businesses stay agile with their location.

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