Perception is Reality

Perception Is Reality

Joe F. Alexander
University of Northern Colorado

I have used the following application in both my principles of marketing classes and my consumer behavior class over the last five years. In the principles of marketing class it is used to introduce the concept of "product" and how important perception is in determining the final viability of a given product offering in the marketplace.

An instructor will need the following items: (1) one empty egg carton, (2) eleven "fake" plastic eggs that resemble the real thing (most hobby/craft stores sell these), (3) one real egg, (4) one clear drinking glass, and (5) one dish towel. To prepare for the demonstration, one will need to carefully place each of the eleven fake eggs into the egg carton being careful not to press down too hard so that they are only resting in each slot. Next, the real egg should be placed in the remaining empty slot to round out the full dozen.

The instructor should enter the classroom carrying the egg carton with the dish towel wrapped around it so that the contents are hidden. As he/she begins to lecture on the importance of viewing the concept of product from the standpoint of how the consumer perceives it, the instructor should begin by unwrapping the egg carton and placing it flat upon the dish towel. Next, the egg carton is opened, being sure to open it away from the audience where they cannot easily view the entire contents of what is inside. Carefully, the real egg is then removed from the carton, cracked on the edge of the drinking glass, and its contents drained into the clear glass for all to see. [Timing is important here.] The climax takes place as the instructor then picks up the egg carton and heaves its remaining contents of eleven fake eggs high into the air to land directly in the middle of the audience while maintaining a firm grasp on the carton itself.

As the shrieks, gasps for breath, and laughter begin to die down, students are immediately asked by the instructor, "Which determined their behavior? Their perception of what was inside the egg carton or the reality therein?" The response is unanimous in favor of the importance of perception in dictating their behavior. The instructor can rest assured in knowing that whatever else they lecture on for the rest of the class period, they will have the students' undivided attention. Before the class period is over, students are sworn to secrecy regarding this demonstration so as to not ruin it for future victims, er rather students.