How do consumers deal with Marketing information Essay Example

and marketers to comprehend how consumers engage with marketing information. To achieve this, we must analyze the perception process encompassing physical and psychological factors.

Definition of perception

Perception is the process by which individuals select, organize and interpret information to form a meaningful picture of the world (Kotler, 2000). It is a personal action, emphasizing individual differences (Kotler, 2000). This means that different people have different perceptions. For instance, while one person may prefer listening to a slow-talking seller in order to have enough time to compare or evaluate the product, another person may find this approach long-winded. Therefore, individual consumers will have varying perceptions of the same marketing information.

According to Matlin (1998), perception is the process in which stimuli felt by human senses are analyzed and interpreted based on prior knowledge. This means that people use their existing knowledge to explain the stimuli from the external environment. It is evident that prior knowledge plays a crucial role in this theory, as individuals rely on their knowledge to analyze the stimuli and form perceptions. However, it should also be noted that when physical stimuli are extremely intense, they can capture people's attention regardless of their prior knowledge. For example, sudden lights or sounds can elicit perceptions even without previous knowledge. Solomon (2004) has proposed another definition of perception that is related to people's sensations and addresses this aspect.

Solomon (2004) suggests that perception involves the selection, organization, and interpretation of sensory stimuli such as light, color, sound, odors, and textures. This is similar to the explanation provided by Arnould, Price, and Zinkhan (2004), who consider perception as the process of assigning meaning to sensory stimuli. Both explanations emphasize

the connection between perception and sensory preferences.

Solomon's explanation is more generalized, comprehensive, and idiographic compared to the three different definitions of perception. Solomon's explanation starts with the sensory system, considering sensation. The sensory receptors receive external stimuli or information and combine it with knowledge, experience, and memory to form perception in the mind. This process is systematic and all-encompassing. Matlin believes that prior knowledge is necessary but can hinder the completion of perception. Kotler's model, on the other hand, is not objective but highlights how different individuals may perceive the same information or stimuli differently. However, it is also possible for different individuals to have similar perceptions of the same objective.

The module of perception, known as Solomon, involves consumers receiving marketing information and processing it through the perceptual process. To grasp a better understanding of this process, it is important to examine human beings' sensation.

As we know, everyone is aware of their surroundings through the five senses: light, color, sound, odors, and textures. Sensation is the initial step in the perception process (Foxall, Goldsmith ; Brown, 1998). Overall, people perceive the environment by using sensory receptors like eyes, ears, nose, mouth, and fingers to feel the physical stimuli. Marketers especially focus on visual stimuli as it accounts for 70% of the human sense receptors in the eyes.

The success of marketing stimuli in the visual environment is greatly influenced by colors (Arnould, Price & Zinkhan, 2004). Consumer behaviors are significantly affected by the colors used in packaging design. Odor is another important stimulus that can elicit emotional responses, trigger memories, and reduce stress (Solomon, Bamossy & Askegaard, 2002). Additionally, sounds, tactile sensations, and taste also have

an impact. All these elements play a role in consumers' buying decisions as they are transmitted through the body's sensory channels (eyes, nose, ears, mouth, and fingers) to the brain.

The Module of Perception----Solomon

Another point that should be noted in this process is sensory thresholds, which include absolute and differential thresholds. Absolute thresholds refer to the lowest level of information inputs that can be recognized by the five sense organs of individuals (Solomon, Bamossy & Askegaard, 2002; Arnould, Price & Zinkhan, 2004; Blackwell, Miniard & Engel, 2001). Each person has their own absolute threshold as a result of individual differences. For example, if a person has good audition, they can hear sounds that are more than 25db. This means that 25db is their sound absolute threshold.

Another person's audition is not the same as his. Therefore, his sound absolute threshold may not be 25db, but potentially 30db or higher. The latter one refers to the capacity to differentiate between two stimuli (Solomon, 2004). Utilizing this definition, Weber, a psychophysicist, introduces Weber's Law, which states that "the stronger the initial sensory stimulus, the greater the additional intensity required for the second stimulus to be perceived as different" (Arnould, Price & Zinkhan, 2004, p306). For example, for consumers, a $20 discount on a $50 product is highly appealing. Nevertheless, a $20 discount on a $5000 item goes unnoticed.

The initial stage of perception, known as exposure, occurs when individuals are able to detect stimuli that are at or above their absolute thresholds. According to Solomon (2004), exposure is the first step in the perception process. It is defined as the degree to which individuals notice a stimulus that is within

the range of their sensory receptors (p51).

During the perception process, consumers move from the exposure stage to the stage of attention or selection. In the marketing environment, consumers are exposed to numerous stimuli that provide product information. However, it is not possible for consumers to absorb all of this information. Instead, they selectively choose to focus on a smaller portion of the input that captures their interest (Arnould, Price & Zinkhan, 2004).

Therefore, individuals possess an inherent mechanism known as perceptual selection, which enables them to receive but not fully perceive all the stimuli in their surroundings. Kotler, P. et al. (2002) and Jobber (2004) also suggest that selective attention leads consumers to filter out information that does not interest them. Solomon (2004) further explains that perceptual selection comprises personal and stimulus selection factors. Consequently, it can be inferred that both factors may affect consumers' perception and subsequently impact their purchasing behaviors.

Personal selection factors, including prior beliefs, experiences, expectations, and attitudes, can have significant impacts on consumer behaviors. These factors have the potential to control or alter consumers' purchasing behaviors. Prior beliefs are long-term memories that consumers retain in their minds. When consumers are exposed to stimuli, the meaning and beliefs associated with it can align with or challenge their prior beliefs. As a result, consumers' perception, selection, and even their prior beliefs themselves can be influenced or reshaped by this new information.

Hence, consumers continuously adjust their beliefs by means of learning and experience, leading to the development of beliefs regarding a specific brand or product. However, consumers also receive supplementary information about said brand, whether it is positive or negative. For example, an individual may

have frequently heard from their parents during childhood that Mercedes-Benz is a prestigious car brand. Consequently, as a result of this process of learning, they form an existing belief that Mercedes-Benz is outstanding. If they eventually become the owner of a Mercedes-Benz car, they will be able to further reinforce their belief through the actual experience of driving.

Maybe he thinks that this car is as good as his parents claimed it to be. If his perception confirms this belief, it will reinforce his existing conviction. However, if he discovers that Mercedes-Benz is not particularly satisfying, he may reconsider his previous belief and form a new understanding of this brand. When the time comes for him to purchase a new car, he might explore other brands instead of sticking with Mercedes-Benz. Thus, in accordance with Neisser (1976), the process of perception is dynamic and ongoing without any specific starting or ending point.

Consumer perceptions are influenced by more than just prior beliefs, learning, and experience. Other factors, including attitude, play a crucial role. According to Kotler (2000, p175), an attitude refers to a person's enduring evaluations, emotional feelings, and action tendencies towards a specific object or idea. This definition highlights the strong emotive nature of consumers' attitudes. Consequently, it becomes imperative for marketers to establish a positive attitude towards their brands and products within the minds of consumers.

Stimulus selection factors

Marketers must exploit the various differences among stimuli to capture consumers' attention. They can achieve this by altering size, color, position, and novelty, making the stimuli more appealing than others (Solomon, 2004).

Interpretation is the final stage in the model of perception, where consumers translate the information or stimuli

they have received into their own ideas (Solomon, 2004). This stage can be compared to how a computer processes inputs. When we input information like A, B, and C into a computer, it cannot directly recognize these characters. The inputs are translated into computer code that can be recognized and stored. Likewise, interpretation is the process by which consumers transform information and stimuli based on their knowledge structures. Unlike sensation, this stage of perception involves interpreting stimuli that have already been perceived and applying prior associations between meanings to new stimuli.

Conclusion

In conclusion, marketers must comprehend how consumers handle marketing information, as this is crucial. To achieve this, it is necessary to examine consumers' own systems and discern their perception of the external world. This understanding will greatly assist marketers in developing their marketing strategies.