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Consumer Perception. Consumer Perception. Perception Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world More than sensing something Assigning meaning and incorporating it into their world

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consumer perception1
Consumer Perception
  • Perception
    • Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world
    • More than sensing something
    • Assigning meaning and incorporating it into their world
    • Part of the “Information Processing” process
consumer perception2
Consumer Perception
  • Consumer’s Processing of Information
    • Exposure
    • Attention
    • Comprehension -- Working Memory
    • Acceptance
    • Retention -- Permanent Memory
  • Perception
    • Deals with the first two steps
consumer perception3
Consumer Perception
  • Exposure Information
    • Consumers are exposed to virtually an infinite amount of information
      • Non-marketing
      • Marketing
    • Consumers self select the information for which they come into contact
      • Some consumers never watch CNN – will never be come into contact commercials (marketing stimuli) that run on this network
consumer perception4
Consumer Perception
  • Is it difficult to achieve exposure?
    • What percent of individuals watching TV actually watch the commercials?
      • Estimates range from 20% to 80% (best guess is 41%)
      • Radio estimates are even slightly lower (i.e., about 40% listeners actually listen to a commercial)
  • How do consumers decide?
    • Sensation (raw sensory response to a stimulus), is needed to facilitate exposure
      • Must notice something before you allow exposure
        • P(Sensation) = f (absolute threshold)
        • Absolute threshold -- minimal amount of stimulus intensity necessary for sensation to occur
        • j.n.d. -- smallest amount of a change required to allow the C to notice
        • Examples -- sales prices, price increases
consumer perception5
Consumer Perception
  • Weber’s Law
    • Ability to note a change in a stimulus, depends on its initial level
    • Example:
      • $500 increase in the price of a car
      • $500 increase in the price of a personal computer
    • P (notice a stimulus change) = Change in stimulus /Initial level of stimulus
consumer perception6
Consumer Perception
  • Attention
    • Definition -- allocation of processing capacity to an incoming stimulus
    • Dimensions
      • Direction -- object of focus
      • Intensity -- amount of capacity
    • Importance -- Use of humor (or emotion) in an ad
    • C’s may be intense, but be directed to the emotion (“Mikey”)
consumer perception7
Consumer Perception
  • Attention
    • Ad Clutter -- Even when forced to focus on ads, C’s best remember first & last ads in a pod, well; best remember stand alone ads
    • Does attention guarantee success?
      • Shadowing experiment results – say not necessarily
        • C’s could tell that human’s were talking
        • C’s could detect male and/or female voice
        • C’s could not tell the content of the message
    • Key is not to tradeoff direction for intensity
consumer perception8
Consumer Perception
  • Application – Perceived Risk
    • Consumers assessment of potential consequences which may result from the purchase or usage of a product or service
    • PR = f (Uncertainty, Consequences)
    • Why do Cs perceive risk?
      • Limited experience
      • Limited knowledge
      • Past dissatisfaction
consumer perception9
Consumer Perception
  • Application – Perceived Risk
    • Types of Perceived Risk
      • Functional
      • Physical
      • Financial
      • Social Psychological
    • Even if unwarranted, Marketers must deal with it
      • Belgium’s scare with Coca-Cola