Mktg 322-- Chapter 3: Consumer Learning Starts Here: Perception

Front 1

LO1

Back 1

Understand the elements of consumer perception.

Front 2

Consumer perception of grocery shopping is changing. Examples how?

Back 2

Move towards ‘fresh’ fruits and vegetables.

How do consumers perceive freshness?

Organic? Local? Packaging color?

What else can impact the perception of freshness?

Front 3

Consumer perception is important because.. (Perception or Reality?)

Back 3

The way the message/product is perceived greatly influences how consumer learn and develop attitude

Front 4

Learning

Back 4

– a change in behavior resulting from the interaction between a person and a stimulus

Front 5

Perception

Back 5

– a consumer’s awareness and interpretation of reality.

Front 6

What does value involve?

Back 6

Value involves learning, and consumer learning begins with perception.

Front 7

Two ways of learning:

Back 7

Learning can be intentional or unintentional.

Front 8

Elements of Consumer Perception

Back 8

1. Exposure
2. Attention
3. Categorization and Comprehension

Front 9

Elements of Consumer Perception

Back 9

1. Exposure
2. Attention
3. Comprehension

Front 10

Exposure

Back 10

– the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

Front 11

Attention

Back 11

Purposeful allocation of information processing capacity toward developing an understanding of some stimulus

Front 12

Comprehension

Back 12

Consumer attempts to derive meaning from information that is received

Front 13

Exposure

Back 13

is the opportunity to process the stimulus.

Front 14

What happens when a person is "exposed"?

Back 14

When exposed, a person's sensory receptors are activated and encoded information is transmitted to the brain.

Front 15

Sensory threshold

Back 15

(i) Absolute threshold
(ii) Differential threshold

Front 16

Absolute threshold

Back 16

person based, the lowest level at which a stimulus can be detected

Front 17

Differential threshold

Back 17

the level at which an increase in a detected stimulus can be perceived

Front 18

JND(Just Noticeable Difference)

Back 18

Represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same

Front 19

Weber’s Law

Back 19

as the intensity of the initial stimulus increases, a consumer’s ability to detect differences between two levels of the stimulus decreases

Front 20

JND: Marketing Implications

Back 20

1. Pricing
2. Quantity
3. Quality
4. Add-on Purchases

Front 21

JMD(Just Meaningful Difference)

Back 21

Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

Front 22

Mere Exposure Effect

Back 22

Consumers will prefer an object to which they have been exposed.
Relevant points:
greatest effect on novel objects
weak effect
best when consumer has lower involvement

Front 23

Bottled Water Experiment

Back 23

People prefer to pick water bottle names starting with First initial of own name when given unbranded ones

Front 24

Attention

Back 24

The purposeful allocation of cognitive capacity toward understanding some stimulus

Front 25

Attention types:

Back 25

Selective
Involuntary
Orientation reflex – a natural reflex that occurs as a response to a threat.
Cut your finger, see something surprising

Front 26

LO5

Back 26

Know the ways in which a consumer’s attention can be enhanced.

Front 27

Ways to Enhance Attention

Back 27

1. Intensity
2. Movement
3. Size
4. Contrast
5. Surprise
6. Involvement

Front 28

LO2

Back 28

Know the phases in the consumer perception process.

Front 29

Consumer Perception Phases

Back 29

Sensing --> Organizing --> Reacting --> Sensing

Front 30

Organization Process

Back 30

Like sorting mail!

Front 31

Organization Reactions

Back 31

1. Assimilation
2. Accommodation
3. Contrast

Front 32

Cognitive organization

Back 32

process by which the human brain assembles the sensory evidence into something recognizable

Front 33

Assimilation

Back 33

occurs when a stimulus has characteristics that allow for easy recognition as an example of some category

Front 34

Accommodation

Back 34

occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category

Front 35

Contrast

Back 35

occurs when a stimulus does not share enough in common with existing categories to allow categorization

Front 36

Assimilation Example

Back 36

Front 37

Accommodation Example 1

Back 37

Front 38

Contrast Example

Back 38

Front 39

Selective Perception

Back 39

1. Selective exposure
2. Selective attention
3. Selective distortion

Front 40

LO4

Back 40

Apply the concepts of implicit and explicit memory.

Front 41

Implicit memory

Back 41

Unintentional learning

Front 42

Explicit memory

Back 42

Intentional learning

Front 43

Intentional learning

Back 43

Consumers set out to specifically learn information devoted to a certain subject

Front 44

Unintentional learning

Back 44

Consumers simply sense and react (or respond) to the environment