Perception: Definition and Discussion

Perception has sometimes been defined as “the consciousness of particular material things present to sense.” (James Rowland Angell). Perception is essentially the way you perceive reality, not reality itself.

Bonus source

This source illustrates the effect that a brands choice in advertising can have on public perception and highlights the importance in focusing on a broad yet inclusive image. To begin with the perception of a brand is often different to the actual reality, the use of flashing lights, repetition and even certain colour schemes can bring forth emotions in the consumer that influence the way they feel about a product without having an experience with it.

Sample Exam Question:

Discuss the aspects of “perception” that can influence consumer behaviour then examine how a marketer can use these aspects of perception to predict consumer behaviour.

This essay will discuss the different aspects of perception that can influence consumer behaviour as well as examining how a marketer uses these aspects to predict consumer behaviour. The aspects have been broken down into four specific segments in order to provide an adequate discussion relevant to the many ways perception can relate to the consumer. Firstly, brand exposure is discussed, the balance of exposure and over exposure is touched on and the details of what exposure means to a business is also mentioned. Risk perception is then delved into with a focus on how a business needs to focus on minimising risk perception yet also being able to run risky marketing strategies that will allow them to stand out. The aspect of customer retention is then examined, mainly focusing on how a businesses customer service can influence consumer behaviour. Finally, the ways in which a business can influence perception is discussed, with the effects of social media being a focal point.

Illustrative Examples

Colour is powerful because it can change our mood – the mood of potential customers. If a website improves our state of mind, our relationship with a brand will deepen and the probability of a return will increase. Advertisers and designers are well aware of that. We are not guided entirely by logic when making purchases. We tend to be driven by less identifiable factors such as emotions. Successful brands like Rolex don’t sell watches, they sell a lifestyle.