1 / 36

Chapter 3 Consumer Learning Starts Here: Perception

Chapter 3 Consumer Learning Starts Here: Perception. BABIN / HARRIS. Learning Outcomes. Understand the elements of consumer perception. Know the phases in the consumer perception process. Be able to apply the concept of the JND. LO 1. LO 2. LO 3. Learning Outcomes.

mercer
Télécharger la présentation

Chapter 3 Consumer Learning Starts Here: Perception

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Chapter 3Consumer Learning Starts Here: Perception BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.

  2. Learning Outcomes Understand the elements of consumer perception. Know the phases in the consumer perception process. Be able to apply the concept of the JND. LO1 LO2 LO3 © 2009 South-Western, a division of Cengage Learning.

  3. Learning Outcomes Apply the concepts of implicit and explicit memory. Know the ways in which a consumer’s attention can be enhanced. Know the difference between intentional and unintentional learning. LO4 LO5 LO6 © 2009 South-Western, a division of Cengage Learning.

  4. LO1 Understand the elements of consumer perception. © 2009 South-Western, a division of Cengage Learning.

  5. Learning and Perception LO1 • Learning – a change in behavior resulting from the interaction between a person and a stimulus. • Perception – a consumer’s awareness and interpretation of reality. • Value involves learning, and consumer learning begins with perception. • Learning can be intentional or unintentional. © 2009 South-Western, a division of Cengage Learning.

  6. Elements of Consumer Perception LO1 Exposure Attention Comprehension © 2009 South-Western, a division of Cengage Learning.

  7. Attention LO1 Consumers are given the opportunity to attend to the marketer’s message. © 2009 South-Western, a division of Cengage Learning.

  8. LO2 Know the phases in the consumer perception process. © 2009 South-Western, a division of Cengage Learning.

  9. Exhibit 3.3Consumer Perception Phases LO2 © 2009 South-Western, a division of Cengage Learning.

  10. Organization Process LO2 Like sorting mail! © 2009 South-Western, a division of Cengage Learning.

  11. Organization Reactions LO2 Assimilation Accommodation Contrast © 2009 South-Western, a division of Cengage Learning.

  12. Accommodation LO2 What is this? © 2009 South-Western, a division of Cengage Learning.

  13. Selective exposure Selective attention Selective distortion Selective Perception LO2 © 2009 South-Western, a division of Cengage Learning.

  14. Exhibit 3.5: The Vicary Subliminal “Persuasion” Study LO2 Is this subliminal stuff true? © 2009 South-Western, a division of Cengage Learning.

  15. Subliminal Groovin! Can you play a record backwards – or is it just another subliminal rumor? © 2009 South-Western, a division of Cengage Learning.

  16. Original Penguin is selective in its brand exposure. LO2 © 2009 South-Western, a division of Cengage Learning.

  17. LO3 Be able to apply the concept of JND. © 2009 South-Western, a division of Cengage Learning.

  18. JND(Just Noticeable Difference) LO3 • Represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same. • Weber’s Law – the ability to detect differences between two levels of a stimulus is affected by the original intensity of the stimulus. © 2009 South-Western, a division of Cengage Learning.

  19. Better-Tasting Coke? JND Blooper! © 2009 South-Western, a division of Cengage Learning.

  20. JND: Marketing Implications LO3 Pricing Quantity Quality Add-on Purchases © 2009 South-Western, a division of Cengage Learning.

  21. JMD(Just Meaningful Difference) LO3 Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice. © 2009 South-Western, a division of Cengage Learning.

  22. Mere Exposure Effect LO3 • Consumers will prefer an object to which they have been exposed. • Relevant points: • preattentive • easy to elicit • greatest effect on novel objects • weak effect • best when consumer has lower involvement © 2009 South-Western, a division of Cengage Learning.

  23. Ethical Dilemmas in Mere Exposure Can mere exposure turn us into criminals? © 2009 South-Western, a division of Cengage Learning.

  24. LO4 Apply the concepts of implicit and explicit memory. © 2009 South-Western, a division of Cengage Learning.

  25. Implicit and Explicit Memory LO4 Implicit memory Unintentional learning Explicit memory Intentional learning © 2009 South-Western, a division of Cengage Learning.

  26. Attention LO4 • The purposeful allocation of cognitive capacity toward understanding some stimulus. • Types: • Preattention • Selective • Involuntary • Orientation reflex – a natural reflex that occurs as a response to a threat. © 2009 South-Western, a division of Cengage Learning.

  27. LO5 Know the ways in which a consumer’s attention can be enhanced. © 2009 South-Western, a division of Cengage Learning.

  28. Attracting Attention LO5 How are your going to get her attention? © 2009 South-Western, a division of Cengage Learning.

  29. Ways to Enhance Attention LO5 Intensity Contrast Movement Surprise Size Involvement © 2009 South-Western, a division of Cengage Learning.

  30. LO6 Know the difference between intentional and unintentional learning. © 2009 South-Western, a division of Cengage Learning.

  31. Learning LO5 Is this intentional or unintentional learning? © 2009 South-Western, a division of Cengage Learning.

  32. Intentional vs. Unintentional Learning LO5 Intentional learning Consumers set out to specifically learn information devoted to a certain subject. Unintentional learning Consumers simply sense and react (or respond) to theenvironment. © 2009 South-Western, a division of Cengage Learning.

  33. Learning Theories LO6 Behaviorism Information Processing © 2009 South-Western, a division of Cengage Learning.

  34. Classical Conditioning LO6 A change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction. © 2009 South-Western, a division of Cengage Learning.

  35. Instrumental Conditioning LO6 Behavior is conditioned through reinforcement. © 2009 South-Western, a division of Cengage Learning.

  36. Exhibit 3.7: Discriminative Stimuli, Behavior, and Reinforcer LO6 © 2009 South-Western, a division of Cengage Learning.

More Related