Behavior+ +Session+8910

8/3/2019 Behavior+ +Session+8910

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Consumer Behavior

IIPM Session 8/9/10


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CONSUMER INFORMATIONPROCESSING

The process through which consumers are- exposed to information

- attend to it

- comprehend it

- place it in memory and

- retrieve it for later use.


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Info Processing

PERCEPTIONthe process through which individuals are

exposed to information,

attend to the information, and

comprehend the information

Exposure:consumers receive information through their senses

Attention:

consumers allocate processing capacity to a stimulus Comprehension:

consumers interpret the information to obtain meaningfrom it


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Exposure

A consumer's sensory organs are activated by a stimulus

selective exposure:consumers can actively choose whether or not to exposethemselves to information

e.g., zipping and zapping through a video tape (fastforwarding through commercials or turning off the soundduring commercials)

sensation:

the stimulation of a person's sensory receptors and thetransmission of the sensory information to the brain

Whether or not a stimulus is actually detected dependson its intensity:


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Exposure

absolute threshold:the lowest level at which a stimulus can bedetected 50% of the time.

Why do TV commercials seem louder thanthe program material?

subliminal perception:

the idea that stimuli presented below thelevel of conscious awareness mightinfluence behavior and feelings


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Exposure

Just Noticeable Difference Threshold (JND)the minimum amount of difference in theintensity of a stimulus that can be detected 50%

of the time Weber's Law

as the intensity of the stimulus increases, theability of a person to detect a difference between

the two levels of the stimulus decreases


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Exposure

Consumer Adaptation:the amount or level of the stimulus towhich the consumer has become

accustomed

a reference point to which changes in thelevel of the stimulus are compared


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Exposure

Butterfly Curve:at the adaptation level, consumerpreference for a stimulus declines

because the person has becomehabituated to the stimulus

preference for a stimulus is greatest atpoints just higher or lower than theadaptation level

Why are fashions constantly changing?


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Attention

The allocation of cognitive capacity to anobject or task


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Attention

Types of Attention voluntary attention:

consumers actively search out information that has personalrelevance

selective attention:

consumers selectively focus attention on relevant information involuntary attention:consumer is exposed to something surprising, novel, threatening, orunexpected- e.g.: surprise movement unusual sounds size of stimulus

contrast effects


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Comprehension

The process through which individualsorganize and interpret information


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Comprehension

Perceptual Organizationthe way people perceive shapes, forms,figures, and lines in their visual world

Gestalt Psychology:attempts to understand how peopleperceive patterns in the world


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Comprehension

Interpretation processes:people draw upon their experience, memory andexpectations to attach meaning to a stimulus

Expectations:

prior beliefs about what should happen in agiven situation can influence the interpretation ofinformation

Semiotics:

how it is that people interpret meaning fromsigns signs:words, gestures, pictures, products, and

logos used to communicate information


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Stimulus Influencing Gestalt

Perception Color and contrastSizeIntensityPosition proximityIsolation

UnityContext or settingContrast/incongruityFrequency how often is it seen?Movement is it different?

OdorTasteSymbols


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Individual Factors

Individual Factors Influencing GestaltPerceptionInterest

InvolvementNeedsValuesCognitive set

Ability to perceive


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Acceptance/Retention

Acceptance - persuasion?

Do your messages convince yourcustomers of what you are saying?

Retention Do they remember them?


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Selective Perception

Selective exposure which radio stations youlisten toSelective attention greater awareness of things

youre interested inSelection comprehension interpretinginformationSelective retention what do you remember?


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Memory-Learning-Perception

Getting Information Into MemoryA message is encoded into signs, symbols,words

It is available to be noticed in a messagechannel, such as TVIf received, it is decoded into meaning for

the receiverIf learned, it may be retrieved frommemory


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Sensory memory - temporary, like the smell ofgood coffeeShort-term memory - held for a limited period of

time - like a phone number; chunking into bitswhich can be rememberedLong-term memory - retrieval available for futureuse

Where is the info from this course going???


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Cognitive LearningClassical ConditioningOperant Conditioning


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Classical ConditioningMeaning transfer can occur from pairing twoobjects together in an ad

It occurs when a stimulus that elicits a responseis paired with another stimulus that initially doesnot elicit a response on its own.

What happens when its time for class to beover???


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Uses of Classical ConditioningBrand names and brand associations to createbrand equity = strong positive associationProduct line extensions - positive carryoverRepetition of a message, frequency marketingGeneralization through look-alike products,family branding, line extensions, etc.Negative side: violent video games -

conditioned to accept shooting?


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Operant ConditioningThe individual learns to perform behaviors whichproduce positive outcomes and to avoid thosethat yield negative outcomes PositiveReinforcement: rebates, congratulatory letters,benefitsNegative reinforcement: punishment,embarrassment, product failure

Principles of reward and punishment are used


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Cognitive learning occurs when information processed in short-termmemory is stored in long-term memory

Rehearsal involves the mental repetition of information or, therecycling of information through short-term memory

Elaboration: the degree of integration between the stimulus andexisting knowledge

Retrieval: the activation of information stored in long-term memorythat is then transferred into short-term memory


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Reminders:Advertising reminds consumers to buy a productPost cards remind consumers to make an appointmentRetrieval cues placed on packaging and at the point ofpurchase enhance ad effectiveness

RepetitionCompanies rely on repetition (showing ads over andover again) to enhance rehearsal of the adLearning plateaus after a certain number of repetitions,and negative responses may result from seeing an ad

too oftenRepetition may be used within an ad


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Self-referencing: involves relating a stimulus toones own self and experiences

The number and strength of potential linkages

between new and stored information areenhancedResearch supports the potential for encouragingself referencing through advertising copy

LINKAGE TO BELIEF


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Creation of desired perception

Further resulting into attitude formation

Finally into a habit formation.

Behavior+ +Session+8910

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