Final answer:
The discrepancy between the intended messages of Kraft's peanut butter ads and the messages received by consumers is likely due to differences in perception, as perceptions are shaped by individual experiences, beliefs, and cognitive factors.
Step-by-step explanation:
Vasi, a product manager at Kraft Foods, is reviewing a focus group report concerning new advertisements for Kraft Peanut Butter, and has found that the messages received by consumers differ from what was intended by Kraft. This discrepancy is most likely due to perception. Perception encompasses the process by which individuals select, organize, and interpret sensory input to form a meaningful picture of the world. In the context of marketing, it is essential to understand that despite a company's clear intentions, the way an advertisement is perceived can vary significantly among consumers due to individual experiences, beliefs, and other cognitive factors.
For example, the physical aspects of a product might be highlighted in the advertisement with phrases like "non-shrink" or "extra spicy," yet consumers might perceive these attributes differently based on their personal preferences or past experiences. Similarly, intangible aspects of a product, such as brand reputation or guarantees, can influence consumer perception. Effectively, perception acts as a filter through which advertising messages are interpreted, potentially leading to a range of received messages that might deviate from the advertiser's original intent.