Dynamics of consumer Perception in Consumer behaviour . Application of JND in consumer perception.

Dr Catherine Ngahu talks about Consumer Perception dynamics & consumer behaviour and implication for Marketing Decisions

1.Perceptual Selection
• People actually receive or perceive only a small fraction, of the stimuli, to which they are exposed.
• This is because a person exercises selectivity in perception.
• The stimuli selected depend on two major factors in addition to the nature of the stimulus itself.
1. The consumer’s previous experience as it affects her expectations.
2. Her motives at the time (needs, desires, interests etc)
• These two factors can serve to increase or decrease the probability that the stimulus will be perceived, in situations where there is a great deal of sensory input, the senses do not detect small intensities or differences in input.
• However, as sensory input decreases, the ability to detect changes in input or intensity increases to the point where we attain maximum sensitivity under conditions of minimal stimulation.
• For example, in a very quiet room, one can easily hear a pin drop, while in normal circumstances one never notices a pin drop.
2. The Absolute Threshold
• The lowest level at which an individual can experience a sensation
• The point at which an individual can detect a difference between “Something” and “Nothing” is that person’s absolute threshold for that stimulus.
• Adaptation - “getting” used to “certain sensations e.g. people talk of getting used to a hot bath or cold shower.
• It is because of adaptation that advertisers tend to change their advertising campaigns regularly.
• Their concern is that consumers will get so used to their advertising print and TV commercials that they will no longer “see” them.
3. The Differential Threshold
• The minimal difference that can be detected between two stimuli is called the differential threshold, or the J. N. D for ‘just noticeable difference’
• According to WEBER, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
• For example, if the price of a new car is increased by Kshs. 50,000/=, it would probably not be noticed (i.e the increase would fall below the J.N.D).
• However, a five shillings price increase per litre of petrol would be very quickly noticed by consumers because it is a significant percentage of the base cost of the petrol.
• The recent price increase for petrol and other fuel products is such a thing,+5 and it has been so noticeable that it has led those in the transport industry to complain bitterly and even threaten to strike. Matatus, news …..
According to Weber’s Law, an additional level of stimulus equivalent to a J.N.D. must be added for the majority of people to perceive a difference between the resulting stimulus and the initial stimulus
Marketing Applications of the J.N.D
• Manufacturers and marketers endeavor to determine the relevant J.N.D for their products for two reasons:
• So that negative changes such as reductions in product size, increases in product prices, or changes in packaging are not readily discernible to the public.
• To ensure that product improvements are readily discernible to consumers without being wastefully extravagant.
By Dr. Catherine Ngahu
Elevatus
00:00 Selectivity in consumer perception
01:03 Sensory input and intensity in perception
01:28 Absolute threshold in perception
01:49 Adaptation in perception with examples
02:50 Differential threshold or just noticeable difference (jnd)
03:37 Examples of JND or just noticeable difference
05:12 Weber's Law of Differential threshold in perception
05:37 Applications of JND in marketing