MPK713 - Consumer Behavior: Perception Analysis of Noseblind Campaign

This essay examines the role of consumer perception in advertising, using the Febreze #Noseblind campaign as a case study. It explores how the campaign leverages sensation, selective perception, and stimulus to capture consumer attention and influence behavior. The analysis considers the impact of personal characteristics such as education, economic status, and cultural background on consumer perception. The essay also addresses the importance of understanding consumer motivation, managing perceptual distortion, and avoiding stereotypes in advertising campaigns. It references Weber's law and discusses the strategic use of stimuli to create impactful and memorable advertisements. The essay concludes that a deep understanding of consumer perception is crucial for developing effective advertising strategies, highlighting the need to consider cultural factors and avoid potentially offensive messaging.

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Perception
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The perception of the customer is described as the action as well as the reaction of what a
client sees. The perception and advertising when combined together as asserted by Kumar and
Hundal (2015) are dependent on one another. The driving force in the arena of marketing is
advertising whereas perception plays the role of shaping and inducing the behavior of the client.
Raza, Bakar, and Mohamad (2018) point out that the only force that is not deniable in the
campaign is advertising. This is the force that gets employed in reaching the clients through
different kinds of medium. Haque et al., (2015) refereed the medium as the vehicle of delivering
information and advertisement is one of the means.
The Noseblind advertisement gets employed as a means to get the attention of the
customers. Perception in any advertising is essential when the success of a campaign is needed
because it gives a picture of the item that is presented. The picture conceived by the client
resonates very well with the mind and instills some change for or against that product. The use of
campaign goes through the clients’ selective perception and attracts the client’s attention by the
application of the self-relevance stimulus. The theme of the advertisement - ‘nose-blind’ get to
raise customer curiosity and make them turn to see and ascertain the advertisement.
As per Beuckels and Hudders (2016), the customer is the sole person that decide the
medium to which he/she can ascribe, however in the campaign, the customer get bombarded with
the message and turns on the perception to the advertised item. Depending on the degree of
exposure, the customer’s sensation becomes less because the stimuli get adapted. The Weber's
law comes into use when the initial stimulus becomes strong such that its intensity gets
perceived. The law is applicable to the campaign advertisement because campaign requires
igniting the senses of the customer which in turn ignited the stimulus to the targeted campaign
(Chiang, Chan and Milan, 2018).

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The perception that is seen in the eyes of the customer that goes in line with the personal
characteristics such as education level, economic and cultural. These characteristics are
employed by the customer in order to get self-satisfaction in relation to the way he/she perceives
things in the surrounding. When it comes to campaign as a means of advertising, these
characteristics compel the customer to consume the product. The ‘nose-blind’ campaign targets
these groups of people. The educated people get to perceive the stimulus very fast and act on it
immediately especially when the message is of benefit to them coupled with the financial status
which provokes them to go for or against the message (De Nisco et al., 2016).
Culture is another that plays a great role in the campaign when dealing with people
ascribing to particular norms in the society. There are people who perceive certain messages as
taboo or vulgar in based on their cultural beliefs. In the ‘nose-blind’ campaign, there is
stereotyping that takes place in the inclination of gender. The women remain to be the judges on
the state and status of the house including the ventilation. This creates negative feelings owing to
the fact that it leans on the stereotype that women get seen as unhygienic and housekeepers.
These cultural factors are interconnected such that it influences the perception of the customers.
According to Chiang, Chan and Milan, (2018) cultural is essential in decision making and affect
the level of the decision made based on campaign and in the end on purchasing. The success of a
campaign is possible when there is clear understanding of the culture so as the gear it towards the
acceptable practices in the society and avoid the risk of losing some section of the target
customers (Chiang, Chan, and Milan, (2018).
The expectation of the target population has to be such that the stimuli are beyond what
catches the eye because the eye sees what it always expect. Conflicting stimuli that conflict
sharply with the eye have a tendency of getting a lot of attention. The ‘nose-blind’ campaign is

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created such that it presents a sharp stimulus that contrast with the eye. The reason is to have an
impressive impact on the eyes of the customer so that message gets home well and changes the
perception (Wee et al., 2014).
On the other hand, there is need to understand motivation because clients tend to ignore
stimuli that is not related to the need. Hence there is need to examine the motivation factors of
the target population by examining the spending nature, the lifestyle, the income level as well as
the educational level. It is going to guide in strategy creation, the design and the resources to be
employed so that the campaign does not target the wrong people (Mahmood and Khan, 2014).
In the campaign message, there is the need for the media to be free from perpetual
distortion. The appearance must be such that it is very clear and catches the eye from a distant
position. It ensures that people at a far distance can see and capture the message. Also, the
campaign poster has to be free from hues that are irrelevant. The campaign posters have to catch
the eye on a first sight and void of halo effect. The ‘nose-blind’ campaign ensures that all these
elements are in place for it to get attention through high stimuli impact that changes the
perception of the target population (Chiang, Chan, and Milan, (2018).
In conclusion, perception plays a very big role in the process of advertising through the
use of campaign posters. The stimulus and selective perception go hand in hand in the realization
of the effective campaign strategy. It is augmented by the understanding of expectation of the
people, their motivation as well as understanding and proper use of perpetual distortion. The
‘nose-blind’ campaign uses all these components in creating the advertisement. The cultural
component is also essential as it guides in knowing the message that is going to be passed as well
as the images to be employed.

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References
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