Download Chapter 3 Consumer Learning Starts Here: Perception

Chapter 3
Consumer Learning Starts Here: Perception
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Learning Outcomes
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•
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Define learning and perception and how the two
are connected
List and define phases of the consumer perception
process
Apply the concept of the JND
Contrast the concepts of implicit and explicit
memory
Know ways to help get a consumer’s attention
Understand key differences between intentional
and unintentional learning
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Defining Learning and Perception
• Learning - A change in behavior resulting
from the interaction between a person and a
stimulus
– Value involves learning, and consumer learning
begins with perception
– Learning can be intentional or unintentional
• Perception - A consumer’s awareness and
interpretation of reality
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Elements of Consumer Perception
• Exposure
– 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
• Attention
– The purposeful allocation of information-processing
capacity toward developing an understanding of some
stimulus
• Comprehension
– When consumers attempt to derive meaning from
information they receive
Consumer Perception Process
• Sensing
• Organizing - Possible reactions
– Assimilation
– Accommodation
– Contrast
• Reacting
Selective Perception
• Selective exposure - Involves screening out
most stimuli and exposing oneself to only a
small portion of stimuli
• Selective attention - Involves paying attention
to only certain stimuli
• Selective distortion - A process by which
consumers interpret information in ways that
are biased by their previously held beliefs
Subliminal Processing
• The way in which the human brain senses lowstrength stimuli
– Stimuli that occur below the level of conscious
awareness
• Subliminal persuasion - Behavior change
induced or brought about based on
subliminally processing a message
Applying the JND Concept
• Just noticeable difference (JND) - Represents
how much stronger one stimulus has to be
relative to another so that someone can
notice that the two are not the same
Applying the JND Concept
• JND - Marketing implications
– Pricing
– Quantity
– Quality
– Add-on purchases
• Just meaningful difference - Represents the
smallest amount of change in a stimulus that
would influence consumer consumption and
choice
Implicit and Explicit Memory
• Explicit memory - Memory for information
one is exposed to, attends to, and applies
effort to remember
• Implicit memory - Represents stored
information concerning stimuli one is exposed
to but does not pay attention to
– Creates preattentive effects
Mere Exposure Effect
• Represents another way that consumers can
learn unintentionally
• Relevant points:
– Preattentive
– Easy to elicit
– Greatest effect on novel objects
– Weak effect
– Best when consumer has lower involvement
Attention
• The purposeful allocation of cognitive capacity
toward understanding some stimulus
• Involuntary attention - Attention beyond the
conscious control of the consumer and occurs
as the result of a surprising or novel stimuli
– Orientation reflex - A natural reflex that occurs as
a response to a threat
Factors That Get Attention
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Intensity of stimuli
Contrast
Movement
Surprising stimuli
Size of stimuli
Involvement
Intentional and Unintentional Learning
• Intentional learning - Consumers set out to
specifically learn information devoted to a
certain subject
• Unintentional learning - Consumers simply
sense and react (or respond) to the
environment
Learning Theories
• Behaviorist approach to learning - Because the
brain is a “black box,” the focus of inquiry
should be on the behavior itself
• Information processing perspective - The focus
is on the cognitive processes associated with
comprehension, including that leading to
consumer learning
Unintentional Learning
• Classical conditioning - A change in behavior
that occurs simply through associating some
stimulus with another stimulus that naturally
causes a reaction
• Instrumental conditioning - Behavior is
conditioned through reinforcement
Shaping Behavior
• Shaping is a process through which the
desired behavior is altered over time, in small
increments
• Not all reinforcement is positive
– Negative reinforcement refers to the removal of
bad stimuli as a way of encouraging behavior
• Punishers represent stimuli that decrease the
likelihood that a behavior will occur again
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Consumer
Learning
Starts Here:
Perception
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3
Learning Outcomes
Define learning and perception and how the two are connected.
List and define phases of the consumer perception process.
Apply the concept of the JND.
Contrast the concepts of implicit and explicit memory.
Learning Outcomes
Know ways to help get a consumer’s attention.
Understand key differences between intentional and unintentional
learning.
• Define learning and perception and know
how the two are connected.
Defining Learning and Perception
• Learning - A change in behavior resulting
from the interaction between a person and
a stimulus
– Value involves learning, and consumer
learning begins with perception
– Learning can be intentional or unintentional
• Perception - A consumer’s awareness and
interpretation of reality
Perception - Example
• People who want to lose weight are told to
use smaller plates and taller, narrower
glasses at meals
• This gives them the illusion of eating more,
while they’re actually consuming less
• The perception of the quantity of food is
influenced by plate or glass size
Elements of Consumer Perception
• Exposure
– 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
• Sensation - Consumer’s immediate response to
this information
Elements of Consumer Perception
• Attention
– The purposeful allocation of informationprocessing capacity toward developing an
understanding of some stimulus
• Comprehension
– When consumers attempt to derive meaning
from information they receive
• List and define phases of the consumer
perception process.
Sensing
• A consumer senses stimuli to which
he/she is exposed
Organizing
• Cognitive organization - Process by which
the human brain assembles the sensory
evidence into something recognizable
• During this stage, consumers develop:
– Interpreting and comprehending what the
stimuli is
Organizing
• Possible reactions:
– Assimilation
– Accommodation
– Contrast
Reacting
• If an object is successfully recognized,
chances are some nearly automatic
reaction takes place
Selective Perception
• Selective exposure - Involves screening
out most stimuli and exposing oneself to
only a small portion of stimuli
• Selective attention - Involves paying
attention to only certain stimuli
• Selective distortion - Process by which
consumers interpret information in ways
that are biased by their previously held
beliefs
Exposure
• Occurs when some stimulus is brought
within the proximity of a consumer so that
it can be sensed
• Marketers who want to inform consumers
about their products must first expose
them to information
Subliminal Processing
• The way in which the human brain senses
low-strength stimuli
– Stimuli that occur below the level of conscious
awareness
• Subliminal persuasion - Behavior change
induced or brought about based on
subliminally processing a message
• Apply the concept of JND.
Applying the JND Concept
• Just noticeable difference (JND) 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
JND: Marketing Implications
•
•
•
•
Pricing
Quantity
Quality
Add-on purchases
JMD (Just Meaningful Difference)
• Represents the smallest amount of change in a stimulus
that would influence consumer consumption and choice
• Contrast the concepts of implicit and explicit
memory.
Implicit and Explicit Memory
• Explicit memory - Memory for information
one is exposed to, attends to, and applies
effort to remember
• Implicit memory - Represents stored
information concerning stimuli one is
exposed to but does not pay attention to
– Creates preattentive effects
Mere Exposure Effect
• Represents another way that consumers
can learn unintentionally
– Consumers will prefer stimuli to which they
have been exposed
• Once exposed to an object, a consumer
exhibits a preference for the familiar object
over something unfamiliar
Mere Exposure Effect
• Relevant points:
– Preattentive
– Easy to elicit
– Greatest effect on novel objects
– Weak effect
– Best when consumer has lower involvement
Mere Exposure Effect
• Mere association effect - Occurs when
meaning transfers between two unrelated
stimuli that a consumer gets exposed to
simultaneously
• Product placements - Through which
promotions can impart implicit memory
among consumers
– Involve branded products placed
conspicuously in movies or television shows
Attention
• The purposeful allocation of cognitive
capacity toward understanding some
stimulus
• Involuntary attention - Attention beyond
the conscious control of the consumer and
that occurs as the result of a surprising or
novel stimuli
– Orientation reflex - A natural reflex that occurs
as a response to a threat
• Know ways to help get a consumer’s
attention.
Factors that Get Attention
•
•
•
•
•
•
Intensity of stimuli
Contrast
Movement
Surprising stimuli
Size of stimuli
Involvement
Comprehension
• The interpretation or understanding that a
consumer develops about an attended
stimulus
– Determines the effectiveness of marketing
communication
• Understand key differences between
intentional and unintentional learning.
Intentional Learning
• Consumers set out to specifically learn information devoted
to a certain subject
Unintentional Learning
• Consumers simply sense and react (or respond) to the
environment
Intentional Learning - Example
• A consumer wishes to purchase a washing
machine.
– For this, he will have to seek out information
intentionally to understand the different types
of washing machines available in the market.
Behaviorism and Cognitive Learning Theories
• Behaviorist approach to learning Because the brain is a “black box,” the
focus of inquiry should be on the behavior
itself
• Information processing perspective - The
focus is on the cognitive processes
associated with comprehension, including
that leading to consumer learning
Classical Conditioning
• A change in behavior that occurs simply
through associating some stimulus with
another stimulus that naturally causes a
reaction
– Unconditioned stimulus
– Conditioned stimulus
– Unconditioned response
– Conditioned response
Instrumental Conditioning
• Behavior is conditioned through
reinforcement
• Positive reinforcers come in many forms in
the consumer environment
Shaping Behavior
• Shaping is a process through which the
desired behavior is altered over time, in small
increments
• Punishers represent stimuli that decrease the
likelihood that a behavior will occur again
• Not all reinforcement is positive
– Negative reinforcement - The removal of bad
stimuli as a way of encouraging behavior
Video
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