Physical Appearance

People often judge others (or the stimuli) on the basis of physical appearance and looks
Ex.

• If car looks good does not mean that it has great mileage
• Marketers use attractive models as their spokesperson. Attractive models are regarded to be more persuasive than average looking models, as people relate the good looks of the models with pleasurable outcomes after usage of the product

Stereotypes

• People judge another person (or the stimuli) on the basis of the characteristics of the group to which he belongs.
• It is a tendency to perceive another as belonging to the same group or category as the former.
• However, in reality, each individual is different and unique.

First Impressions

• People often make judgments on the basis of the first impression. This may not always be true and could be erroneous.
• If erroneous, it would be known as a perceptual error based on first impression.
• First impression as a principle has implications for a marketer. A new product should never be introduced in the market before it has been market tested. In case it is not tested and launched, and subsequently fails, it could be disastrous for the company. All subsequent attempts to satisfy the customer would fail as first impression is long lasting.
• Also companies recruit salespeople who have a good pleasing personality, can converse well and have the power to convince. This is because they want their salespersons to carve a good impression the first time they meet the customers.

Halo Effect

• Halo Effect Video
• When a stimuli (person, place, thing etc.), is perceived on the basis of a single trait, it is referred to as a Halo effect.

Closure

The closure principle states that in cases where an object is identified as incomplete by sensation, our perceptual processes give it a complete form.

Simplification

• Simplification states that human beings have a tendency to simplify things to make it more understandable.
• The principle lays emphasis on the simplification of associations between elements, for better comprehension and understanding.
• The marketer should avoid a clutter of information. The information that he needs to provide should be short, crisp and precise.
• The important inputs that the marketer wants to provide to the consumers must be highlighted in size, font and color.

Perception Interpretation

• The final sub-process in the perceptual process is referred to as perceptual interpretation.
• After the input has been given attention to, and has been organized into a coherent form, a meaning is extracted out of it. This is referred to as Perceptual Interpretation.
• It is a purely cognitive process, which is responsible for extracting meaning out of the organized stimuli (“whole picture”) that a person is exposed to.
• The process is totally individual, based on a person’s demographics, socio-cultural influences and psychographic influences.
• People interpret stimuli (i.e., they give meaning to them) subjectively in accordance with their needs, expectations, and experiences.

Perception Organization

• The next sub-process in the perceptual process is referred to as perceptual organization.
• After the input has been received from the selection stage and given attention to, the input/cue or the information is organized into a coherent form, so as to be able to extract meaning out of it in the next stage.
• Thus, perceptual organization deals with what happens in the perceptual mechanism once the information from the environment is received.
• Perceptional Organization could be understood using Gestalt principle.
• Gestalt principle states that when we perceive a collection of objects, we will see objects close to each other as forming a group.

Perception Organization Principle

There are 4 principles in Organization Principle:-

• Figure and ground
• Grouping
• Closure
• Simplification

Figure and ground

• The figure and ground principle states that any stimuli that stands apart from its environment, and contrasts against is more likely to be noticed, and treated as a unified whole. It would appear as a well defined figure, in the forefront, clearly contrasted against the ground.
• In other words, the figure stands clearly against the background, or in contrast to the background, hence the term figure and ground.
• The implication that a marketer needs to draw from the principle is that: –
  • While placing their brands in a store, the packaging should be such that the brand stands out against the many others which should recede to the background. Thus, the packaging design should be chosen very carefully.
  • While designing advertisements, it is essential that footage is given to the product and or brand rather than the spokesperson (model, celebrity, expert etc.)

Grouping

• As per the grouping principle, people tend to group together the various stimuli so that they are seen as a unified picture or unified whole; the basis for such grouping is
  1. Similarity amongst stimuli
  2. Proximity of the stimuli

Similarity amongst stimuli

• The stimuli or the elements that are similar to each other in some way are grouped together.
• As the stimuli look similar to one another, people perceive them as a group or pattern. The human mind groups similar elements into collective entities, to extract meaning out of them.
• The similarity might depend on form, color, size or any other characteristic of the stimuli.
• For example, in an International Conference, people and their nationalities are often identified on the dress that they are wearing; all those dressed similarly are perceived to belong to the same country.
• In marketing terms, people rushing together to a store that announces a discount, can be grouped together as price sensitive and deal-prone.
• Or, products with a similar packaging are perceived to be the same. This accounts for the success of “me-too” products.

Proximity of the stimuli

• The stimuli or the elements that stand close to each other in some way are grouped together. As the stimuli stand close to one another, people perceive them as a group or pattern.
• The temporal proximity of the stimuli activates the human mind to perceive them as a collective entity.  For example, people sitting with each other in a classroom are perceived to be a friendship group.

Differential Threshold

• The minimum amount of change that is required to be brought about in a stimulus so that the change gets noticed is referred to as the differential threshold.
• It is the minimum level of change that is necessary for a person to detect that there has been a change in the stimuli. That is why it is also known as JND (Just noticeable difference).
• The marketer should understand that while making changes in his 4Ps, he should keep the differential threshold in mind. He needs to determine the relevant JND for their offerings.

Internal Factors

• Internal and related to the perceiver
• These factors are those factors that are related to an individual and would differ from person to person.
• For example:-
  • Motivation
  • Learning
  • personality
  • Experiences
  • Expectations
  • Culture
  • Beliefs

Sensory Threshold

• A sensory threshold is the level of strength a stimulus must reach to be detected.
• For example, a faint sound may not be heard, or a light smell may get unnoticed, etc.
• The minimum amount of strength or intensity that a stimulus should possess to get noticed is referred to as an Absolute threshold.
• It is the lowest intensity at which a stimulus can be detected i.e. in other words, it is the lowest level at which an individual can experience a sensation.

Subliminal Marketing

Marketing with subliminal messages aims to encourage the purchase of the product through subtle effects that are not normally visible to the naked eye.

Perception Selection

• Human beings are simultaneously exposed to various stimuli in his/her environment.
• Due to the fact, that the various stimuli cannot be treated or processed at the same time, people become selective in their approach.
• They would choose some stimuli for further processing.
• The choice of the stimuli would depend on what they feel is relevant for them and or appropriate for them.

External Factors

Characteristics	Example
SIZE	The larger the size of the stimuli, the more likely it is to be perceived. Generally used celebrities, politicians, etc. •link 1 •link 2
Intensity	The larger the force or power of a stimuli, the greater the chances of it getting perceived. For example strong smell, loud noise, flashy colors, etc. •https://www.youtube.com/watch?v=rrXChLMsag0 •https://www.youtube.com/watch?v=W7jkygJ_QNo
Contrast	Any stimuli that stands out from the rest of the environment is more likely to be noticed For example bold letters, black and white ad in colored ones. These ads are very creative and also attract people with creativity as a trait.
Motion	Anything that moves has greater chances of being perceived; e.g. a scroll advertisement. Usually used in news channels and TV serials
Repetition	A repeated stimuli is more likely to be noticed
Familiarity	A new stimuli in a familiar setting or a familiar stimuli in a new setting increase the chances of perceptual selectivity; eg., substantive variation in advertisements, where the message content changes, while the background or the models or the jingle remains the same;

Perception

Definition: The ability to see, hear, or become aware of something through the senses.
  OR
The way in which something is regarded, understood, or interpreted.

Agreeableness

• It is a personality trait manifesting itself in individual behavioral characteristics that are perceived as kind, sympathetic, cooperative, warm, and considerate. It indicates how outgoing and social a person is
• People high on this trait
  • Care about others
  • Feel empathy
  • Enjoy helping
• People low on this trait
  • Insult others
  • Have little interest in other people’s problems

Neuroticism

• Neuroticism is a trait characterized by sadness, moodiness, and emotional instability.
• People high on this trait
  • Are always high on stress
  • Overreact on many occasions
• People low on this trait
  • Emotionally stable
  • Rarely feel sad
  • Do not worry too much

Conscientiousness

• It is the personality trait of being careful, or vigilant
• People high on this trait
  • They have set schedule
  • Spend time preparing
  • Pay attentions to details
  • Opening sessions of mobile industry
• People low on this trait
  • Procrastination is common among these people
  • Lazy
  • Create mess
  • Fail to deliver excellent quality of work

Extraversion

• It indicates how outgoing and social a person is
• People high on this trait
  • Extroverts
  • Like to start conversations
  • Find it easy to make new friends
  • Are always energetic
• People low on this trait
  • Introverts
  • Prefer solitude
  • Dislike small talks
  • Dislike being center of attraction

Openness

• Acceptance of or receptiveness to change or new ideas.
• People high on this trait
  • Creative
  • Adventurous
  • Focused
  • Ready to take risks
• People low on this trait
  • Dislike change
  • Resist
  • Want to do things in old ways.