Consumer Behavior 3

In this week’s classes, we focused on two different ideas.
The first idea, the breakdown of perception, was a conceptual one. Here we discussed about the concepts of stimulus, Weber’s law, just noticeable difference, attention, ways to get attention, interpretation, misinterpretation, and perception. The class was full of examples and interesting ideas that marketers use on a daily basis in recent years.

The second idea, was much more application oriented. That’s one of the fun things about marketing- we get to apply them. Your ability to apply theory and predict outcomes is in many ways a super power. And over this course, you will acquire this power. In this class, we discussed how the Motivation- Ability-Opportunity framework could have been used to predict a UPI vs MPesa battle to change consumer behavior may have panned out.
In this article, we’ll talk about the first idea. I shall quickly wrap up the second idea in a subsequent article.
Perception
Perception plays a crucial role in how we interpret and interact with the world around us. The first stage of perception has to do with sensing the environment. This is something that we are able to do using our sense organs. These organs collect sensory data, which is the raw input that our brain processes to form ‘perceptions’.
Our five sense organs – the eyes, ears, nose, tongue, and skin – are our primary tools for interacting with the world. Over the years, marketing have figured out how we can use each of these organs to make their brands stand out and build consumer relationships. Let me illustrate with a few examples.
Sight (Eyes): Visual stimuli are among the most powerful tools in marketing. Colors, shapes, images, and movements attract attention and convey messages quickly. Marketers use visuals in advertisements, packaging, and branding to create a strong visual identity and make products stand out. Today, we are able to use Augmented reality and Virtual reality to make immersive visuals.
Having said that, using audio along with visuals can make an even more immersive experience.
Hearing (Ears): Sounds can influence emotions and perceptions. Jingles, music, and sound effects are commonly used in advertisements to create a memorable auditory experience. Brands often develop unique sound signatures to enhance brand recognition and evoke certain feelings.
Remember the Nescafe jingle? Or the “I’m lovin it”? Or the Netflix “Badummm”. Isn't it amazing what marketers have been able to do with sounds?
Smell (Nose): Just like Visuals and Sounds, Scents can also trigger memories and emotions. Retailers and marketers use ambient scents in stores to enhance the shopping experience, create a pleasant atmosphere, and influence consumer behavior. For example, the smell of freshly baked bread in a bakery can entice customers to make a purchase. The same can be said about the Fresh Rubber and Leather that Nike stores have created.
Taste (Tongue): Taste is crucial for food and beverage marketing. Sampling campaigns and taste tests allow consumers to experience the product firsthand, making them more likely to purchase. Flavors and taste experiences are highlighted in marketing to appeal to consumers’ palates.
Touch (Skin): The tactile sense is important for products that consumers physically interact with. The texture, weight, and feel of a product can influence perceptions of quality and value. Marketers often encourage consumers to touch and feel products in-store to enhance their experience and connection with the product.
The smooth, sleek finish of an iPhone or the solid, premium feel of a MacBook is meant to convey high quality and sophistication. By allowing customers to physically experience the product’s design and build, Apple reinforces the perception of their products as high-end and desirable
Attention

While it’s fascinating that different stimuli can be used by marketers to create unique experiences, it’s important to note that until consumers pay attention to these stimuli, nothing gets processed. This is especially relevant today because we are bombarded with thousands of marketing messages every single second of the day. In other words, attention acts as a gatekeeper in the perceptual process. It determines which stimuli are selected for further processing and which ones get ignored.
In a world where consumers are constantly distracted by an overwhelming amount of information, capturing and maintaining attention has become a critical challenge for marketers. But then, marketers are very creative people and are able to think out of the box to find ways to accomplish this. Some of the common examples to get attention include using bright colors, bold fonts, interesting shapes, and engaging visuals in advertisements, crafting compelling headlines and messages, and leveraging emotional appeals. Strategic placement of stimuli in high-traffic areas, both online and offline, also helps in capturing initial attention.
For example, digital marketers might use interactive elements such as videos, pop-ups, and gamification to engage users. Social media platforms are often used to create viral content that encourages sharing and interaction, thereby increasing the likelihood of capturing sustained attention. Similarly, experiential marketing events, where consumers can interact with a brand in a memorable and hands-on way, are designed to create a deeper and more lasting engagement.
Such is the power of marketing.
In this highly competitive attention economy, the ability to capture and retain consumer attention not only ensures that the marketing message is processed but also increases the chances of influencing consumer behavior and driving brand loyalty.
One interesting aspect to think about here is how brands have consciously built a fandom for themselves. Think about the Harley Davidsons and the Apples of the world. They have an army of loyal fans who are attentive to everything that the brands do and help amplify the message in various groups on their own without any effort from the side of the brand. Such is the power of marketing.
Interpretation
The next step in the perceptual process is interpretation, where we assign meaning to our experiences using mental structures known as schemata. Schemata are databases of stored, related information that we use to interpret new experiences. These mental frameworks help us quickly make sense of the world by relating new stimuli to our past experiences and knowledge. For example, when we see a new product, we interpret its value and functionality based on our previous encounters with similar products.
A striking example of how misinterpretation can lead to a marketing disaster is Pepsi’s Kendall Jenner campaign. The advertisement intended to convey a message of unity and peace by featuring Kendall Jenner joining a protest and handing a police officer a can of Pepsi. However, many viewers interpreted the campaign as trivializing and appropriating serious social justice movements for commercial gain. The schemata of social activism, protests, and police interactions are deeply ingrained with historical and emotional significance for many people. The campaign was perceived as tone-deaf and insensitive because it failed to align with these pre-existing mental frameworks. Instead of being seen as a positive and unifying gesture, the advertisement was widely criticized for oversimplifying complex social issues and was ultimately pulled by Pepsi.
Marketers must ensure that their messages resonate accurately with the intended audience’s experiences and values. There are many marketing research tools that we can now use to ensure that the intended message matches with the interpretation. But a discussion on that is beyond the scope of the topic for today.
Response
The next step in the perceptual process is response. Response involves the actions or reactions that consumers exhibit after interpreting a stimulus in their minds.
Effective marketing strategies not only capture attention and ensure accurate interpretation but also drive desired responses.
Like stimuli, responses can vary widely. On the one end of the spectrum, you can see consumers exhibit emotional reactions and changes in attitudes. At the other end, you can see the concrete actions such as purchasing a product or sharing content, or worse, ignoring you completely.
Marketers typically want to elicit a certain ‘desired response’ on the basis of their own goals/agendas. These can include increased brand loyalty, higher sales, or enhanced social media engagement.
Effective marketing strategies not only capture attention and ensure accurate interpretation but also drive desired responses. For instance, a well-crafted advertisement that resonates with consumers’ values and emotions can lead to positive responses such as brand advocacy and repeat purchases. Conversely, if a campaign is misinterpreted, as we just observed with Pepsi’s Kendall Jenner ad, the response can be overwhelmingly negative, leading to public backlash and a potential decline in brand reputation.
Conclusion
Finally, perception is the culmination of the processes of sensation, attention, interpretation, and response. It encompasses the overall impression that a consumer forms about a brand, product, or experience. Perception is shaped by a combination of sensory inputs, cognitive processing, and emotional responses, resulting in a holistic view that influences future behavior.
For marketers, managing perception is essential as it directly impacts brand equity and customer loyalty. Positive perceptions are built through consistent, meaningful interactions that align with consumers’ values and expectations. This is why understanding and leveraging all stages of the perceptual process is critical for creating strong, favorable perceptions. A brand that consistently delivers on its promises and resonates emotionally with consumers is more likely to foster a positive perception, leading to long-term success. Marketers must continuously monitor and adapt to shifts in consumer perception to maintain relevance and trust in a dynamic marketplace.