Aligning perceptions to performance predictors

The majority of marketers are concerned with changing consumers perceptions of a product to ultimately resuult in a purchase. This outcome is achieved through advertising, packaging, point of sale material, positioning, branding, etc.

In many cases, performance predictors work in the opposite direction. Consumers who have an existing perception of a product, brand, organisation, person, community or idea may change their perception to align it to a performance predictor(s).

Let's look at a common example (I'm sure you will associate with this one). You meet someone new, let's call her Sue. It is an informal meeting at a breakfast seminar, over a cup of coffee. Your first impressions of Sue isn't great. You find her to be untidy, poorly spoken and vague.

A week later, you are talking to a colleague who also attended the breakfast seminar (and as it turns out they know Sue, but you are unaware of the connection). You are chatting about the seminar and mention that you met a lady by the name of Sue, and express your negative impression of her. Your colleague replied, "Oh really! Sue must have been having a bad day, because Sue can speak 5 languages, raised 7 children whilst completing a PhD, she used to be a violinist with the Australian Symphony Orchestra and authored 2 best-selling books".

What happen's next?

Typically, you would add some excuses for your negative perception of Sue, for example, "Oh, Sue must have been having a bad day, you're right. Some of us are just not morning people are we?" Your brain would then realign your previous perception of Sue with the performance predictors about Sue that your colleague has just told you to create a new perception.

Performance predictors have a very profound impact on perceptions. Use this fact to your advantage.