3&4 Part1 Influence of Psychological Factos on Consumer Behavior

Perception

• Definition: process selecting, organizing & interpreting sensory input; same sensation ⇒ different perception
• Key stages: Exposure \rightarrow Attention \rightarrow Interpretation
• Sensation vs. Perception: senses = physiological input; perception = cognitive meaning (shaped by learning + memory + emotion + expectation)
• Marketing value: accurate perception prediction enables tailored stimuli & tactics

Factors Driving Consumer Attention

• Size: larger visual elements or packaging dominate shelf/scroll view
• Colour: vivid hues attract gaze; colours convey emotion / culture cues
• Position: eye-level shelf, website top, ad center enhance noticeability
• Novelty: unique design, unexpected format, innovative product concept
• Intensity: strong brightness, loudness, prolonged message (must stay pleasant)

Learning

• Definition: relatively permanent behavior change from experience/practice/observation
• Sequence: Learning \rightarrow Memory \rightarrow Future Choice

1. Classical Conditioning

• Core idea: neutral stimulus + unconditioned stimulus (US) ⇒ conditioned response (CR)
• Marketing tactics
  • Stimulus generalization / halo effect: positive brand associations spill over to new stimuli
  • Family branding, brand & product-line extension: existing CS transfers goodwill to new items
  • Licensing: borrow popular character/logo to elicit existing emotions
  • Look-alike packaging: mimic design cues to trigger familiar CR
• Pavlovian model example (cereal → snack bar):
  US = \text{tasty cereal}
  CS = \text{Kellogg’s logo + mascots}
  CR = \text{positive feeling toward new bar}

2. Operant (Instrumental) Conditioning

• Behavior shaped by consequences
• Positive reinforcement: loyalty points, stars, free upgrades
• Shaping: reward incremental steps (e.g., freemium → subscribe)
• Frequency marketing: prizes escalate with spending
• Starbucks Rewards model:
  \text{Purchase} \xrightarrow{stars} \text{Free Drink} \Rightarrow \text{Repeat Purchase}

3. Observational Learning (Modeling)

• Individuals emulate behaviors seen rewarded in others
• Sources: family, peers, influencers, celebrities
• TikTok pattern: influencer demo → visible benefits (likes, praise) → viewer imitation & purchase

Takeaways

• Perception filters all sensory marketing efforts; attention is won via size, colour, position, novelty, intensity
• Learning mechanisms (classical, operant, observational) create, reinforce & generalize brand associations
• Effective strategies pair desirable stimuli/rewards with brand cues, guiding consumers toward preference, loyalty & advocacy