Consumer behaviour presentation
- 1. PRESENTATION ON Dynamics of Perception “ Consumer Behaviour” Session(2012-2013) Submitted By:- Shruti Kak BBA – 3rd Year Roll No:- 18 Submitted To:- Mr. Suresh Sadotra Department Of Management Studies(BBA PROGRAME)
- 2. Contents 1) Introduction 2) Sensations 3) Loss of Sensation 4) Absolute Thresholds 5) Visions, Hearing 6) Differential Threshold 7) Marketing applications of the j.n.d 8) Subliminal Perceptions 9) Conclusion
- 3. Introduction Perception (from the Latin perceptio, percipio) is the organization, identification and interpretation of sensory information in order to represent and understand the environment. Human and animal brains are structured in a modular way, with different areas processing different kinds of sensory information. Some of these modules take the form of sensory maps, mapping some aspect of the world across part of the brain's surface. These different modules are interconnected and influence each other. For instance, the taste is strongly influenced by its odor.
- 4. Sensation In psychology, sensation and perception are stages of processing of the senses in human and animal systems, such as vision,auditory, vestibular, and pain senses. These topics are considered part of psychology, and not anatomy or physiology, because processes in the brain so greatly affect the perception of a stimulus. Included in this topic is the study of illusions such as motion aftereffect, color constancy, auditory illusions, and depth perception.
- 5. Loss of Sensation - Vision loss - Hearing loss - Anosmia - Somatosensory loss
- 6. Absolute Threshold The lowest level at which an individual can experience a sensation is called the absolute threshold. The point at which a person can detect a difference between something and nothing is that person's absolute threshold for that stimulus. For example the distance at which a driver can note a specific billboard at a highway
- 7. Vision Location – the stimulus was presented 20 degrees to the left of the point of focus, in order for it to fall 20 degrees to the right of the fovea (the most sensitive point of the eye), where there is a high density of rod cells. Stimulus size – the stimulus, a circle of red light, had a diameter of 10 minutes (1 minute=1/60th of a degree). This ensured that the light stimulus fell only on rod cells connected to the same nerve fibre (this is called the area of spatial summation). Wavelength – the stimulus wavelength matched the maximum sensitivity of rod cells (510 nm).
- 8. Hearing The absolute threshold of hearing is the minimum sound level of a pure tone that an average ear with normal hearing can hear with no other sound present. The absolute threshold relates to the sound that can just be heard by the organism The threshold of hearing is frequency dependent and it has been shown that the ear's sensitivity is best at frequencies between 1 kHz and 5 kHz.
- 9. Differential Threshold The differential threshold of retinal sensitivity, as contrasted with the absolute threshold, has also been investigated in amblyopic eyes. In testing the differential threshold, one asks how much brighter than its surroundings a test field must be so that it may be just perceived.
- 10. Marketing applications of the j.n.d Weber’s law has important applications in marketing. Manufacturers and marketers endeavor to determine the relevant j.n.d for their products for two very different reasons:- - so that negative changes (e.g. reductions in product size or quality, or increase in product price) are not discernible to the public (i.e. remain below j.n.d.) and - so that product improvements (e.g. improved or updated packaging, larger size or lower price) are very apparent to consumers without being wastefully extravagant (i.e. they are at or just above the j.n.d).
- 11. Subliminal Perception Subliminal perception occurs whenever stimuli presented below the threshold or limen for awareness are found to influence thoughts, feelings, or actions. The term subliminal perception was originally used to describe situations in which weak stimuli were perceived without awareness. In recent years, the term has been applied more generally to describe any situation in which unnoticed stimuli are perceived.
- 12. Conclusion In order to perceive clearly, our attention, concentration, motivation, or desire must actively focus us on what it is we are to perceive. This aspect of perceiving-presensory motor focusing-patterns our interpretation of sensory information. Without this active focusing, our perception remains poorly organized.