Buyer Behavior Exam 2 Topics

Sensation

your sensory organs detecting stimuli (physical response)

ex: seeing a bright red wrapper, hearing music, smelling coffee

Perception

your brain selects, organizes, and INTERPRETS SENSORY INPUT

ex: seeing the red wrapper —> the candy looks fun and sweet

Selective Exposure:

The tendency for consumers to choose which media or messages they are see

• He is exposing himself only to content that interests him, avoiding other stimuli. LIKE WATCHING A ROMANCE MOVIE INSTEAD OF HORROR

• Key Idea: You control what you are exposed to..

CHOOSING WHAT TO SEE

Selective Attention

The tendency for consumers to focus on certain information while ignoring other information, even when multiple messages are present.

CHOOSING WHAT TO NOTICE ONCE YOU NOTICE IT

EX: SEEING THE ORANGE DOOR INSTEAD OF THE OTHER OBJECTS IN THE ROOM

Absolute Threshold

the minimum level of stimulus that a person can detect at least 50% of the time

the smallest amount of something you can notice

ex: smelling a drop of perfume in a small room

Different Threshold (just noticeable difference)

the smaller change in a stimulus that a person can detect

the smallest difference that you notice between “before” and “after”

marketers wants you to notice the positive changes not the negative changes

Subliminal message

a signal or message embedded in something else that is designed to be below the normal limits of perception —> you don’t consciously notice it

like how fed ex has the arrow in their logo to represent the speed and efficiency of their brand

Gestalt perceptual laws of interpretation: GROUPING

we naturally group things that are similar (groups, shape, size) or close together

Gestalt perceptual laws of interpretation: FIGURE/GROUND

we separate an image into a figure (the main object) and a ground (the background)

Gestalt perceptual laws of interpretation: CLOSURE

our minds tend to fill in missing information to see a complete shape or message

increases engagement

Perceived Risk

the possibility that a PRODUCT WILL NOT PERFORM as expected LEADING TO NEGATIVE CONSEQUENCES

types of perceived risk

social risk, economic risk (financial risk), performance risk

two main factors of perceived risk

consequences: how serious the potential loss?

uncertainty: how likely is the negative outcome

publicity

information about a company, product, or person that is shared through media and can influence public perception. It’s usually LESS BIASED than advertising

types of publicity

negative publicity and positive publicity

postive publicity

builds a good reputation and trust

negative publicity

can hurt sales, perception, and consumer trust

Product placement

placing a product within entertainment media (tv shows, movies, vide games” where consumers CANNOT EASILY AVOID SEEING IT

Perceived Quality

how good a consumer believes a product is which can differ from actual quality

perceived quality : intrinsic cues

physical product features —> material, look, design, fit, comfort, durability

perceived quality: extrinsic cues

external signals —> price, brand, review, store, company ,history, origin

Perception and Marketing Strategies

1. Color and visual perception - colors influence emotions and behavior

2. packing, design, and branding

3. endorsement & storytelling —> increase credibility and emotional connection

position (perception) map

a visual tool to show how CONSUMER PERCEIVE brands relative to competitors on key attributes such as price vs. quality

classical conditioning

learning through association between stimuli

—> based on related pairing

stimulus —> response

operant (instrumental) conditions

behavior is learned through REWARD OR PUNISHMENTS

behavior —> consequences —> future behavior

positive reinforcement

you give reward after a behavior and behavior increases

behavior —> REWARD —> repeated behavior

negative reinforcement

remove something bad

you REMOVE something unpleasant and behavior increases

behavior —> negative thing removed —> related behavior

ex: using deodorant (behavior) to avoid bad smells (negative thing)

punishment reinforcement

behavior leads to negative outcome and behavior decreases

(YOU ADD SOMETHING UNPLEASANT TO STOP THE BEHAVIOR )

pOSITIVE punishment

add something bad

speeding —> get a ticket

late fee missed payment (something bad added ) —> causes the behavior of stopping missing payments

negative punishment reinforcement

REMOVE SOMETING BAD

cancel subscription

shaping (step by step reinformcent )

reinforcing small step toward a desired behavior reward progress

fixed ratio