Page 74 - DMGT506_CONSUMER_BEHAVIOUR

Unit 5: Consumer Perception

Whatever sensory input individuals receive, they tend to assign it to sources they consider are Notes
most likely to have produced or caused a particular pattern of stimuli. Earlier learning and
experience becomes instrumental in forming certain expectations and different explanations
that individuals use in interpreting the stimuli. For example, during Diwali festival individuals
attribute low intensity explosions to crackers and not to gunfire. Individuals usually interpret
highly ambiguous stimuli in a way that seem to fulfil personal needs, desires, aspirations,
interests, or wishes etc. Projective techniques used in motivational research, such as word
association test, sentence completion test, inkblot test, or TAT etc. are based on this theory. The
interpretation of ambiguous stimuli by individuals reveals quite a lot about them.
A number of factors influence individuals that may distort their perceptions, such as physical
appearances, stereotyping stimuli, irrelevant stimuli, first impressions, jumping to conclusions
and halo effect etc.
1. Physical Appearance: People may or may not consciously recognise that they tend to
attribute the qualities, which in their opinion are associated with certain individuals, to
others who may resemble those persons. According to Kathleen Debevec and Jerome B
Kernan, research indicates that attractive looking men are perceived as more successful in
business than average looking men. Attractive models in ads and commercials prove
more persuasive and have a more positive impact on consumer attitudes and behaviour
than average looking models. This has important implications in selecting the models for
ads or commercials, as it may be the key factor in their ability to be persuasive.
2. Stereotyping Stimuli: People tend to form “pictures” in their minds of the meanings of
different types of stimuli. This stereotyping the stimuli helps them develop expectations
about how specific events, people, or situations will turn out to be.

Example: Many people carry the “picture” of politicians or police behaviour in
their minds.
3. Irrelevant Stimuli: In certain situations consumers are faced with difficult perceptual
judgements. In such circumstances they often respond to somewhat irrelevant stimuli. For
instance, they may consider the colour of washing machine in making the final purchase
decision. In case of expensive cars, consumers often give importance to the shape of
headlamps, or leather upholstery rather than technical features.

4. First Impression: First impressions are often lasting even when the perceiver is not exposed
to sufficient relevant or predictive information.

Example: Just a few years ago, the word “imported” was enough for a large
number of consumers to form favourable impressions about many products such as
wristwatches, shoes, clothes and many other different products.
5. Jumping to Conclusions: Some people seem to have a strong tendency to draw conclusions
based on insufficient information. They seem to be impatient about examining all the
relevant evidence, which may be necessary to draw a balanced conclusion. This is often
the reason that strong arguments about a product or service are presented first in ads.
6. Halo Effect: This refers to a tendency to evaluate one attribute or aspect of stimulus to
distort reactions to its other attributes or properties. This is frequently seen in case of
brand or line extensions where the marketer takes advantage of a brand’s reputation.

Example: Dettol soap, Lux shampoo and Ponds soap etc.

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