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Unit 5: Consumer Perception

raises the price of its car by four hundred rupees, probably it would not be noticed because the Notes
increase would fall below JND The difference in price may become noticeable if the increase
were to be one thousand rupees or more. To be noticed, an additional level of stimulus equivalent
to JND must be added to make the difference perceptible. Likewise, if the reduction in price of
the same car is 400, it again is unlikely to be noticed falling below the level of JND.
Marketers use Weber’s law to predict how consumers will respond to differences between
marketing variables or changes in these variables. In certain situations the marketer’s objective
is to have consumers detect differences such as when product improvements are made or price
is reduced. In other cases, the objective is to have the differences escape attention such as reductions
in product size or quality, increases in product price, or changes in packaging when package
design is important for ready recognition by consumers.

Subliminal Perception

People can also perceive stimuli which are below their level of conscious awareness. In this
situation, the stimuli which are otherwise too weak or brief to be consciously seen or heard
prove strong enough to be perceived. When the stimulus is below the threshold of awareness
and is perceived, the process is called subliminal perception. This shows that the threshold of
conscious awareness is higher than the absolute threshold for effective perception. Disguised
stimuli, not readily recognised by consumers are called ‘embeds’. These embeds are believed to
be planted in print advertisement to influence consumers’ purchase behaviour. A number of
research studies suggest that individuals differ in their susceptibility to subliminal stimuli and
that subliminal messages can trigger basic drives such as hunger but stimulation does not
necessarily precipitate action.

Caution Differential Threshold is a minute detectable difference and Subliminal Perception
occurs when the stimulus is below threshold of awareness but is still perceived.
Disguised stimuli, not readily recognised by consumers are called ‘embeds’. These embeds are
believed to be planted in print advertisement to influence consumers’ purchase behaviour. A
number of research studies suggest that individuals differ in their susceptibility to subliminal
stimuli and that subliminal messages can trigger basic drives such as hunger but stimulation
does not necessarily precipitate action.
Subliminal research studies are inconclusive as far as impact of advertising is concerned. Research
on subliminal perception seems to be based on two theoretical approaches (1) the affect of
constant repetition of very weak stimuli adds up to produce response strength and (2) subliminal
stimuli of a sexual nature arouses unconscious sexual motivations. Research studies have so far
failed to indicate that any of these theoretical approaches can be put to effective use in advertising
to increase sales.

5.1.2 Attention

Attention occurs when the stimulus activates one or more sensory receptor nerves and the
resulting sensations reach the brain for processing. Human beings are constantly exposed to
numerous stimuli every minute of the day. This heavy intensity of stimulation to which we are
exposed should serve to confuse us totally but it does not. The reason is that perception is not a
function of sensory input alone. An important principle of perception is that ‘raw sensory input
alone does not elicit or explain the coherent picture of the world that most adults possess.’
Perception is the outcome of interaction of physical stimuli from external environment and an
individual’s expectations, motives and learning based on earlier experiences. The interaction of
these two types of very different stimuli creates, for an individual, a very private and personal

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