#Consumer perception definition code#

Brands are banking on the fact that with higher degrees of exposure, at some point their message is going to “stick” and capture consumers’ attention at just the right moment. Given this sea of images, sounds, and messages, how can we possibly make sense of any one brand’s message? Consumers will devote a degree of mental processing to only those messages that relate to their needs, wants, preferences, and attitudes. Simpson claims that, “igital marketing experts estimate that most Americans are exposed to around 1,000-4,000 ads each day” (Simpson, 2017). Before you leave for work or school, the number of brands you’ve been exposed to likely climbs into the hundreds. From the bed to the shower to the breakfast table, how many brands have you already come in contact with? 10? 20? Then turn on your phone and start scrolling through your Twitter news feed…and now Instagram. In 2017, contributing writer Jon Simpson challenged readers to count how many brands they are exposed to from the moment they awake. How many we actually pay attention to depends on our needs, wants, and the ability of marketers to stand out in a crowd.Įxposure speaks to the vast amount of commercial information-media messages, commercial, and other forms of advertisements-we are constantly subjected to on a daily basis. When done successfully, sensory marketing transitions a brand from “barely being noticed” to earning a top position in the consumer’s mind.Ĭonsumers are exposed to thousands of marketing images and messages on a daily basis. Capturing the consumer’s attention through stunning visual appeals, catchy sounds, tasty samples, delicious aromas and hands-on experiences (also known as Guerilla Marketing) have completely over-taken the passive advertisements and billboards of the past.

#Consumer perception definition code#

So while sensation is what we experience when our sensory receptors are engaged, it is perception, that ultimately influences our consumer decisions and forms the basis of our preferences.įor marketers, having your brand stand out in a crowded and noisy marketplace is critical to success: playing to consumers’ senses is “next level” marketing as these rich experiences can code a brand into the consumer’s memory. If you were to organize blind taste-tests with your friends where they could only rely on the sensation of taste, they may not be able to distinguish between them. Peanut butter, cola, ice cream…each of these product categories have competitors vying to differentiate their products from one another. If consumers were to only rely on sensation, it is unlikely they would be able to draw any distinction between similar products. Ultimately, the perceptual process develops a consumer’s perception of a brand and formulates the brand’s position vis-à-vis the competition on what marketers call a positioning strategy. But how do we filter through the mass amounts of incoming information, organize it, and make meaning from what makes it through our perceptual filters and into our social realities? We respond differently to an object or person that we perceive favorably than we do to something we find unfavorable. Although perception is a largely cognitive and psychological process, how we perceive the people and objects around us affects our communication. This process includes the perception of select stimuli that pass through our perceptual filters, are organized into our existing structures and patterns, and are then interpreted based on previous experiences. Perception is the process of selecting, organizing, and interpreting information. After time, some of these stimuli become adapted and we seize to remark on their significance. Those that receive our attention we evaluate and interpret their meaning based on our methods of cognitive and behavioural processing. Through our sensory system, we are exposed to an infinite amount of stimuli, some of which we pay attention to, and some we tune out completely.

The perceptual process begins when our sensory receptors (eyes, ears, tongue, nose, and skin) come in contact with sensory stimuli (sights, sounds, tastes, odours, and textiles) around us. This suggests that consumers’ visual interpretation alone can influence their overall attitude towards a product or brand.

However, when the blindfolds came off and they drank the beer, many of them described it as “watery” tasting (Ries, 2009). Most of them said the product tasted like regular beer.

For example, in one study, consumers were blindfolded and asked to drink a new brand of clear beer. How you combine these senses also makes a difference. You do so via stimuli that affect your different senses - sight, hearing, touch, smell, and taste. Perception is how you interpret the world around you and make sense of it in your brain.