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Chapter 3 Consumer Learning Starts Here: Perception. BABIN / HARRIS. Learning Outcomes. Understand the elements of consumer perception. Know the phases in the consumer perception process. Be able to apply the concept of the JND. LO 1. LO 2. LO 3. Learning Outcomes.

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chapter 3 consumer learning starts here perception

Chapter 3Consumer Learning Starts Here: Perception

BABIN / HARRIS

© 2009 South-Western, a division of Cengage Learning.

learning outcomes
Learning Outcomes

Understand the elements of consumer perception.

Know the phases in the consumer perception process.

Be able to apply the concept of the JND.

LO1

LO2

LO3

© 2009 South-Western, a division of Cengage Learning.

learning outcomes3
Learning Outcomes

Apply the concepts of implicit and explicit memory.

Know the ways in which a consumer’s attention can be enhanced.

Know the difference between intentional and unintentional learning.

LO4

LO5

LO6

© 2009 South-Western, a division of Cengage Learning.

slide4

LO1

Understand the elements of consumer perception.

© 2009 South-Western, a division of Cengage Learning.

learning and perception
Learning and Perception

LO1

  • Learning – a change in 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.
  • Learning can be intentional or unintentional.

© 2009 South-Western, a division of Cengage Learning.

elements of consumer perception
Elements of Consumer Perception

LO1

Exposure

Attention

Comprehension

© 2009 South-Western, a division of Cengage Learning.

attention
Attention

LO1

Consumers are given the opportunity to attend to the marketer’s message.

© 2009 South-Western, a division of Cengage Learning.

slide8

LO2

Know the phases in the consumer perception process.

© 2009 South-Western, a division of Cengage Learning.

exhibit 3 3 consumer perception phases
Exhibit 3.3Consumer Perception Phases

LO2

© 2009 South-Western, a division of Cengage Learning.

organization process
Organization Process

LO2

Like sorting mail!

© 2009 South-Western, a division of Cengage Learning.

organization reactions
Organization Reactions

LO2

Assimilation

Accommodation

Contrast

© 2009 South-Western, a division of Cengage Learning.

accommodation
Accommodation

LO2

What is this?

© 2009 South-Western, a division of Cengage Learning.

selective perception

Selective exposure

Selective attention

Selective distortion

Selective Perception

LO2

© 2009 South-Western, a division of Cengage Learning.

exhibit 3 5 the vicary subliminal persuasion study
Exhibit 3.5: The Vicary Subliminal “Persuasion” Study

LO2

Is this subliminal stuff true?

© 2009 South-Western, a division of Cengage Learning.

subliminal groovin
Subliminal Groovin!

Can you play a record backwards – or is it just another subliminal rumor?

© 2009 South-Western, a division of Cengage Learning.

original penguin is selective in its brand exposure
Original Penguin is selective in its brand exposure.

LO2

© 2009 South-Western, a division of Cengage Learning.

slide17

LO3

Be able to apply the concept of JND.

© 2009 South-Western, a division of Cengage Learning.

jnd just noticeable difference
JND(Just Noticeable Difference)

LO3

  • 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.

© 2009 South-Western, a division of Cengage Learning.

better tasting coke
Better-Tasting Coke?

JND Blooper!

© 2009 South-Western, a division of Cengage Learning.

jnd marketing implications
JND: Marketing Implications

LO3

Pricing

Quantity

Quality

Add-on Purchases

© 2009 South-Western, a division of Cengage Learning.

jmd just meaningful difference
JMD(Just Meaningful Difference)

LO3

Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

© 2009 South-Western, a division of Cengage Learning.

mere exposure effect
Mere Exposure Effect

LO3

  • Consumers will prefer an object to which they have been exposed.
  • Relevant points:
    • preattentive
    • easy to elicit
    • greatest effect on novel objects
    • weak effect
    • best when consumer has lower involvement

© 2009 South-Western, a division of Cengage Learning.

ethical dilemmas in mere exposure
Ethical Dilemmas in Mere Exposure

Can mere exposure turn us into criminals?

© 2009 South-Western, a division of Cengage Learning.

slide24

LO4

Apply the concepts of implicit and explicit memory.

© 2009 South-Western, a division of Cengage Learning.

implicit and explicit memory
Implicit and Explicit Memory

LO4

Implicit memory

Unintentional learning

Explicit memory

Intentional learning

© 2009 South-Western, a division of Cengage Learning.

attention26
Attention

LO4

  • The purposeful allocation of cognitive capacity toward understanding some stimulus.
  • Types:
    • Preattention
    • Selective
    • Involuntary
      • Orientation reflex – a natural reflex that occurs as a response to a threat.

© 2009 South-Western, a division of Cengage Learning.

slide27

LO5

Know the ways in which a consumer’s attention can be enhanced.

© 2009 South-Western, a division of Cengage Learning.

attracting attention
Attracting Attention

LO5

How are your going to get her attention?

© 2009 South-Western, a division of Cengage Learning.

ways to enhance attention
Ways to Enhance Attention

LO5

Intensity

Contrast

Movement

Surprise

Size

Involvement

© 2009 South-Western, a division of Cengage Learning.

slide30

LO6

Know the difference between intentional and unintentional learning.

© 2009 South-Western, a division of Cengage Learning.

learning
Learning

LO5

Is this intentional or unintentional learning?

© 2009 South-Western, a division of Cengage Learning.

intentional vs unintentional learning
Intentional vs. Unintentional Learning

LO5

Intentional learning

Consumers set out to specifically learn information devoted to a certain subject.

Unintentional learning

Consumers simply sense and react (or respond) to theenvironment.

© 2009 South-Western, a division of Cengage Learning.

learning theories
Learning Theories

LO6

Behaviorism

Information Processing

© 2009 South-Western, a division of Cengage Learning.

classical conditioning
Classical Conditioning

LO6

A change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

© 2009 South-Western, a division of Cengage Learning.

instrumental conditioning
Instrumental Conditioning

LO6

Behavior is conditioned through reinforcement.

© 2009 South-Western, a division of Cengage Learning.

exhibit 3 7 discriminative stimuli behavior and reinforcer
Exhibit 3.7: Discriminative Stimuli, Behavior, and Reinforcer

LO6

© 2009 South-Western, a division of Cengage Learning.