Consumer Perception

Learning definition

Change in behaviour resulting from some interaction between a person and a stimulus

Perception definition

Consumer’s awareness and interpretation of reality

Exposure definition

Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the human senses

Sensation definition

Consumer’s immediate response to a stimulus

• A consumer senses stimuli to which they are exposed.

• Sensing is an immediate response to stimuli that have come into contact with one of the consumer’s senses (sight, smell, touch, taste, or hearing).

Example: when a consumer touches their phone, enters a store, browses on Amazon, watches a TikTok, tastes food, looks at an advertisement, or tries on clothes, the perceptual process goes into action

What is attention in a marketing context?

Attention - purposeful allocation of information processing capacity toward developing an understanding of some stimulus

Example: Roadside (Tim Hortons in “xyz” Km) get attention of drivers and remind of hunger

Cognitive Organization

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

How can Stimulus be categorized? (3)

• Assimilation

• Accommodation

• Contrast

Describe Assimilation

• Occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category.

Example: Hot, brown coffee served in a ceramic mug fits the “morning beverage” category easily

Describe Accommodation

• When a stimulus shares some, but not all, of the characteristics that allow it to fit neatly into an existing category

• At this point, the consumer will begin processing, which allows exceptions to rules about the category

Example: An iced coffee may require some adjustment for a consumer used to hot coffee as a morning beverage.

Describe Contrast

Occurs when a stimulus does not share enough in common with existing categories to allow categorization. (VERY DIFFERENT FROM REST)

Example:

• A cold, bright red, alcoholic, spicy beverage served in a salt-rimmed glass shares very little in common with the “morning beverage” category.

• The differences are so great that the consumer cannot even force a fit through accommodation.

  

The perceptual process ends with

a reaction.

Example: If an object is successfully recognized, chances are that some nearly automatic reaction takes place.

Difference between Selective exposure & Selective attention

Process of screening out certain stimuli and purposely exposing oneself to other stimuli

Selective Distortion definition

process by which consumers interpret information in ways that are biased by their previously held beliefs

What is subliminal processing?

subliminal processing is way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness of it

What is a absolute threshold

Minimum strength of a stimulus that can be perceived

Subliminal Persuasion is

Behaviour change induced by subliminal processing

What is the difference between Just noticeable difference & Just meaningful difference

Just noticeable difference (JND) - condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same

Just meaningful difference (JMD) - smallest amount of change in a stimulus that would influence consumer consumption and choice

What is Weber’s Law?

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

Types of Memory (2)

• Explicit Memory

• Implicit Memory

Explicit Memory

Memory that develops when a person is exposed to, attends to, and tries to remember information

Implicit Memory

memory for things that a person did not try to remember

Pre-attentive effects

learning that occurs without attention

What is the mere exposure effect

that which leads consumers to prefer a stimulus to which they’ve previously been exposure

Explain involuntary attention & orientation reflex

involuntary attention - attention that is beyond the conscious control of a consumer

orientation reflex - natural reflex that occurs as a response to something threatening

What factors get attention? (6)

• Intensity of Stimuli

• Contrast

• Movement

• Surprising

• Size of Stimuli

• Involvement

Explain Unintentional & Intentional learning

unintentional learning - learning that occurs when behaviour is modified through a consumer–stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus

intentional learning - process by which consumers set out specifically to learn information devoted to a certain subject

behaviourist approach

to learning theory of learning that focuses on changes in behaviour due to association, without great concern for the cognitive mechanics of the learning process

Information processing (or cognitive) perspective

approach to learning that focuses on changes in thought and knowledge and how these precipitate behavioural changes

Classical conditioning is a

change in behaviour that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentional learning

Difference from Unconditional Stimulus & conditioned Stimulus

unconditioned stimulus - stimulus with which a behavioural response is already associated

conditioned stimulus - object or event that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus

What is instrumental conditioning

type of learning in which a behavioural response can be conditioned through reinforcement—either punishment or rewards associated with undesirable or desirable behaviour

positive reinforcers are

reinforcers that take the form of a reward

What is discriminative stimuli

stimuli that occur solely in the presence of a reinforcer

What is shaping

process through which a desired behaviour is altered over time, in small increments

What are “punishers“

Stimuli that decrease the likelihood that a behaviour will persist

Negative reinforcement

removal of harmful stimuli as a way of encouraging behaviour

Extinction is

process through which behaviours cease because of lack of reinforcement