05cbconsumerperceptionandconsumerlearning-111226004241-phpapp02.pptx

7/29/2019 05cbconsumerperceptionandconsumerlearning-111226004241-phpapp02.pptx

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Consumer Perception and

Consumer Learning

[email protected]

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Todays Learning Objectives

To Understand:

Aris Suryamas Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall , 02/10/2011 3

1 The Sensory Dynamics of Perception, three Elements ofPerception and Their Strategic Applications.

Information Processing and Behavior Learning and

Understand Their Strategic Applications to Consumer

Behavior.

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A Model of Consumer Decision Making


Firms Marketing Efforts

4P

Social Environment

Family, Group,

Culture, Social Class

Motivation, Perception, Learning, Personality, Attitudes

Purchase and Post-Purchase EvaluationOUTPUT

PROCESS

INPUT


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Perception

The process by which an individual selects,organizes, and interprets stimuli into a

meaningful and coherent picture of the world

Elements of Perception:


Sensation

Absolute Threshold

Differential Threshold

Subliminal Perception


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Sensation

Sensation is the immediate and directresponse of the sensory organs to stimuli

A stimulus is any unit of input to any of the

senses. The absolute threshold is the lowest level at

which an individual can experience a

sensation.

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Differential Threshold

(Just Noticeable Difference j.n.d.)

Minimal difference that can be detectedbetween two similar stimuli

Webers law

The j.n.d. between two stimuli is not an absoluteamount but an amount relative to the intensity ofthe first stimulus

The stronger the initial stimulus, the greater the

additional intensity needed for the secondstimulus to be perceived as different.

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Class Discussion

How might a cereal manufacturer such as Kelloggs usethe j.n.d. for Frosted Flakes in terms of:

Product decisions

Packaging decisions

Advertising decisions

Sales promotion decisions



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Subliminal Perception

Stimuli that are tooweak or too brief to beconsciously seen orheard

Is it effective?

Extensive research hasshown no evidence that

subliminal advertisingcan cause behaviorchanges

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Aspects of Perception


Selection

Organization

Interpretation


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Perceived Price, Perceived Risk and

Perceived Quality

Reference pricesused as a basis forcomparison in judging another price.

The perception of price as an indicator of

product quality (e.g., the higher the price, thehigher the perceived quality of the product.)

Perceived Risk The degree of uncertaintyperceived by the consumer as to theconsequences (outcome) of a specific purchasedecision.



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How Can This Ad Affect the Perceived

Quality?



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Learning

The process by which individuals acquire the purchaseand consumption knowledge and experience thatthey apply to future related behavior

Elements of Learning Theories:


Unfilled needs lead to motivationMotivation

Stimuli that direct motivesCues

Consumer reaction to a drive or cueResponse

Increases the likelihood that a response willoccur in the future as a result of a cueReinforcement


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Two Major Learning Theories


Behavioral Learning

Based on

observablebehaviors(responses) thatoccur as the result

of exposure tostimuli

Cognitive Learning

Learning based on

mentalinformationprocessing

Often in response

to problem solving


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Behavioral Learning


Classical Conditioning

A behavioral learning theory accordingto which a stimulus is paired withanother stimulus that elicits a known

response that serves to produce thesame response when used alone.


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Models of Classical Conditioning

Figure 7-2a



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Class Discussion

For Coca-Cola or another beverage company:

How have they used classical conditioning in theirmarketing?

Identify the unconditioned and conditionedstimuli, the conditioned and unconditionedresponse.

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Strategic Applications of Classical

Conditioning


Repetition

Stimulusgeneralization

Stimulus

discrimination

Increases the

association between

the conditioned and

unconditioned stimulus

Slows the pace of

forgetting Advertising wearout is a

problem

Basic Concepts


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Why Did Gillette Use Two Different Ads to Advertise

the Same Product?



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Conditioning (contd)


Repetition


Stimulus

discrimination

Having the same

response to slightly

different stimuli

Helps me-too

products to succeed

Useful in: product extensions

family branding

licensing

Basic Concepts


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Conditioning (contd)


Repetition


Stimulus

discrimination

Selection ofa specific

stimulus from similar

stimuli Opposite of stimulus

generalization

This discrimination is the

basis of positioning whichlooks for unique ways to

fill needs

Basic Concepts
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Behavioral Learning (contd)


Instrumental (Operant)Conditioning

A behavioral theory oflearning based on a trial-and-error process, with habits forced as theresult of positive experiences (reinforcement)resulting from certain responses or behaviors.


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A Model of Instrumental Conditioning

Figure 7.9



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Strategic Applications of

Instrumental Conditioning

Customer Satisfaction (Reinforcement) Reinforcement Schedules

Shaping

Massed versus Distributed Learning



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Summary

A i S C i ht 2010 P Ed ti I bli hi P ti H ll 02/10/2011 29

BehavioralLearning

ClassicalConditioning

InstrumentalConditioning