Consumer Learning Stars Perception - Consumer Behavior | MKT 4413, Study notes of Consumer Behaviour

Download Consumer Learning Stars Perception - Consumer Behavior | MKT 4413 and more Study notes Consumer Behaviour in PDF only on Docsity! © 2009 South-Western, a division of Cengage Learning. Chapter 3 Consumer Learning Starts Here: Perception BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning. 3-2 Learning Outcomes Define perception and understand the elements of consumer perception (exposure, attention, and interpretation). Understand the concept of perceptual defenses – consumers are selective! Be able to apply the concept of the JND. LO1 LO2 LO3 © 2009 South-Western, a division of Cengage Learning. 3-5 Learning and Perception • Learning – a change in the content of long- term memory or 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. – Perception involves a stimulus and response. LO1 © 2009 South-Western, a division of Cengage Learning. 3-6 Elements of Consumer Perception ExposureExposure LO1 AttentionAttention Interpretation/ Comprehension Interpretation/ Co prehension © 2009 South-Western, a division of Cengage Learning. 3-7 ExposureLO1 Exposure occurs when a stimulus is placed within a person’s relevant environment and comes within range of their five senses. Exposure provides the opportunity to pay attention to available information but in no way guarantees it. © 2009 South-Western, a division of Cengage Learning. 3-10 Perceptual Defenses: Selective Perception Selective exposureelective exposure Selective attentionelective attention Selective distortionelective distortion LO2 © 2009 South-Western, a division of Cengage Learning. 3-11 Must We Pay Attention?!LO 2 Is this subliminal stuff true? © 2009 South-Western, a division of Cengage Learning. 3-12 Disney Sneaking Subliminal Messages to Kids? The Rescuers – Objectionable Background Image?! LO2 © 2009 South-Western, a division of Cengage Learning. LO3 Be able to apply the concept of JND. l t ly t c c t f J . © 2009 South-Western, a division of Cengage Learning. 3-16 JND (Just Noticeable Difference) • Represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same. • Examples: – Small price increases – Small quantity decreases – The movie Fight Club LO3 © 2009 South-Western, a division of Cengage Learning. LO4 Know the ways in which a consumer’s attention can be enhanced. t ys i ic c s r’s tt ti c c . 3-20 Ways to Enhance AttentionLO4 Contrast & Isolationontrast Isolation IntensityIntensity Color & Movementolor ove ent Sizeize This ad uses: 3-21 Ways to Enhance AttentionLO4 Here, color not only serves to attract attention, its also being used as a product benefit! 3-22 Ways to Enhance AttentionLO4 A great example of contrast… © 2009 South-Western, a division of Cengage Learning. LO5 Understand how learning theories are applied to CB rst l r i t ri s r li t 3-26 Intentional vs. Unintentional Learning Intentional learning (HIGH involvement) Consumers set out to specifically learn information devoted to a certain subject. Intentional learning ( I involve ent) onsu ers set out to specifically learn infor ation devoted to a certain subject. LO5 Unintentional learning (LOW involvement) Consumers simply sense and react (or respond) to the environment. nintentional learning (L involve ent) onsu ers si ply sense and react (or respond) to the environ ent. © 2009 South-Western, a division of Cengage Learning. 3-27 Learning TheoriesLO5 Behaviorism – for low involvement learning; states that learning should be based on stimulus and response Information Processing, or cognitive learning – for high involvement situations; based on deeper comprehension of material 3-30 Classical Conditioning – The Classic Example! LO5 UCS (dog food) UCR (dog drool) CS (ringing bell) CR (dog drool) UCS = Unconditioned stimulus UCR = Unconditioned response CS = Conditioned stimulus CR = Conditioned response 3-31 Consumer Learning Through Classical Conditioning LO5 UCS (popular music) UCR (happy emotion) CS (Burger King) CR (happy emotion) UCS = Unconditioned stimulus UCR = Unconditioned response CS = Conditioned stimulus CR = Conditioned response © 2009 South-Western, a division of Cengage Learning. 3-32 Instrumental ConditioningLO5 Behavior is conditioned through reinforcement. ehavior is conditioned through reinforce ent.