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Unit 5: Consumer Perception

Notes
Figure 5.1: Figure-ground Reversal

(a) (b)

The application of these findings is important in advertising. The ads must be planned carefully
to ensure that the figure and ground are perceived the way the advertiser intended. For example,
in many print ads the background is kept white so that the intended product features can be
clearly perceived. Often white letters are used on a black background to achieve contrast. In case
of commercials, the background music must not detract from the product message or jingle.
Advertisers, in some cases, deliberately blur the figure and ground so that consumers search for
the advertised product, which is usually cleverly hidden in the ad.

Grouping

Individuals have an inherent tendency to grouping or chunking a variety of information or
items close to each other in time or space and form a unified picture. The tendency to group
stimuli may result as a consequence of proximity, similarity, or continuity. When an object is
associated with another because of its closeness to that object, it is due to proximity. Because of
their lateral proximity, the 12 dots are seen as three columns of four dots and not as four rows of
three dots. Advertising often uses this principle by associating a product with positive symbols
and imagery close to the product. In the second case (b), consumers group 8 rectangles and 4
circles as three sets because they look similar. Consumers also group stimuli to attain continuity
by grouping stimuli into uninterrupted forms rather than discontinuous pattern (c). The dots in
this figure are more likely to be seen as an arrow projecting downward than as two columns of
dots. Individuals’ tendency of grouping makes it easier for their memory and recall. Marketers
use this tendency in individuals with advantage to imply certain desired meaning related to
their products or services. Soft drinks are usually shown being enjoyed in active and fun-loving
settings. An ad for tea, coffee, or some other beverage may show a young woman and man
sipping the beverage in a beautifully furnished and decorated living room. The overall impression
and mood implied by the grouping of stimuli helps the consumer to associate the drinking of
beverage with comfortable living and romance. To sell houses, builders often release ads showing
a family with grand parents enjoying picnic-lunch in their own private lawn, implying
comfortable and fine living.

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