The Influence of Perception In Market Research | Samanta Strigaro | TEDxGoldeyBeacomCollege

Summary

In this engaging talk, a marketer delves into how psychology shapes consumer behavior and marketing strategies. By exploring concepts like perception, emotional nostalgia, and neuromarketing, the speaker illustrates how subtle sensory cues, brain functions, and past experiences influence decisions. Examples like the Laurel/Yanni phenomenon, the Pepsi Challenge, and the power of musical nostalgia highlight the impact of perception on preferences. The speaker also discusses the introspection illusion and how marketers can exploit psychological insights to influence choices effectively. The talk emphasizes that consumers are often unaware of the subconscious factors driving their preferences, which is crucial for crafting impactful marketing campaigns.

Takeaways

• 😀 Perception plays a crucial role in how people interpret and respond to marketing, as evidenced by the differing perceptions of the same sound (Laurel vs. Yanni).
• 😀 The speed of exposure to something can influence people's preferences, as shown in the example of changing the speed of the 'Laurel'/'Yanni' clip.
• 😀 In marketing, the quantity of exposure matters. Small, limited samples can lead to different conclusions compared to larger, more comprehensive ones, as seen in the Pepsi Challenge experiment.
• 😀 Emotional attachment and nostalgia play a significant role in how consumers respond to products. Coca-Cola's failure with 'New Coke' illustrates how emotional connections to a product's original taste can outweigh any improvements.
• 😀 Music from adolescence holds a disproportionate emotional power over individuals due to the neurological changes during puberty, influencing consumer behavior and preferences.
• 😀 The power of suggestion and priming influences perception. For example, changing the context (adding eggs and grass) to a picture can make individuals perceive it differently (as a rabbit rather than a duck).
• 😀 People often don't fully understand why they like or dislike something due to limited introspection abilities. This is highlighted by research where people couldn't explain why they liked a solution, having been subconsciously primed.
• 😀 The more familiar something is, the more likely people are to like it, a principle known as the 'mere exposure effect.' This principle is used by marketers to increase product familiarity and customer loyalty.
• 😀 Overexposure to a product or message can lead to irritation and consumer apathy, so marketers must carefully balance exposure without overdoing it.
• 😀 Neuromarketing reveals that humans make decisions based on different brain regions, particularly the emotional and survival-oriented parts, which overpower logical reasoning. Marketers must consider these factors when creating campaigns.

Q & A

What is the significance of the Laurel/Yanni sound clip in this presentation?

The Laurel/Yanni sound clip is used to illustrate how perception can differ even when people are exposed to the same stimulus. By changing the speed of the clip, the speaker shows how people perceive the same sound differently, emphasizing the idea that perception can be influenced by various factors, including the speed at which information is presented.

How does the Pepsi Challenge relate to the concept of perception in marketing?

The Pepsi Challenge demonstrates that people's preferences can be influenced by how a product is presented. A blind taste test led people to prefer Pepsi, but when Coke changed its formula to be sweeter, consumers rejected it due to emotional connections with the original taste. This example shows how taste preferences can be shaped by context and emotional attachment, important factors for marketers to consider.

What was the mistake Coca-Cola made with the introduction of New Coke?

Coca-Cola's mistake was not considering the emotional attachment customers had to the original formula. Although the new, sweeter formula performed better in blind taste tests, people rejected it because it no longer represented the taste they had grown up with and associated with personal memories. The emotional connection to the brand was stronger than the taste preference.

What role does nostalgia play in influencing consumer preferences?

Nostalgia plays a powerful role in shaping consumer preferences, as it can evoke strong emotional responses. The speaker mentions how songs from our adolescence hold a disproportionate emotional impact because our brains are wired to form strong emotional memories during that time. Marketers can tap into these nostalgic feelings to influence consumer choices.

How does the 'power of suggestion' affect perception?

The power of suggestion influences how people perceive things by priming them with certain expectations or interpretations. For example, when people are shown an image and asked to identify it as either a duck or a bunny, their perception can be altered by the context or the surrounding elements, such as the addition of eggs and grass in the case of the duck-bunny image.

What did Norman Meyer's experiment with the ropes demonstrate about human perception?

Norman Meyer’s experiment showed that people can be subconsciously primed with solutions to problems. When people were stuck trying to connect two ropes, the subtle motion of a rope, suggested by the researcher, helped them solve the problem. However, most participants were unaware of the suggestion and believed they had come up with the solution themselves.

How does the 'introspection illusion' impact consumer behavior?

The introspection illusion refers to the tendency for people to believe they understand the reasons behind their choices and preferences, even when they do not. This phenomenon makes it difficult for consumers to accurately explain why they like certain products, which in turn can impact marketing strategies. Marketers must consider that consumers may not fully understand their own preferences.

What is the mere exposure effect, and how does it apply to marketing?

The mere exposure effect is the psychological phenomenon where people tend to develop a liking for things simply because they are exposed to them repeatedly. In marketing, this effect is used by the music industry, for example, where songs that are played frequently become more familiar and liked by listeners. This can be leveraged to create brand recognition and loyalty.

Why is overexposure of a product potentially harmful in marketing?

While familiarity can breed liking, overexposure can lead to irritation and cause consumers to ignore or reject the product. Marketers need to strike a balance between exposure and novelty, ensuring that their message remains effective without becoming tiresome to the audience.

What is neuromarketing, and how does it relate to consumer decision-making?

Neuromarketing is a field that combines neuroscience and marketing to understand how the brain responds to different marketing stimuli. It focuses on the three parts of the brain: the logical cortex, the emotional middle brain, and the primal reptilian brain. The reptilian brain, which controls basic survival instincts, often has more influence over consumer choices than logical or emotional factors.