Consumer Behavior Assignment 3

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CB8_BabinHarris_Ch03.pptx

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Chapter 3 - Consumer Learning Starts Here: Perception

Consumer Learning Starts Here: Perception

Learning Outcomes

Define learning and perception and how the two are connected

List and define phases of the consumer perception process

Apply the concept of the just noticeable difference

LEARNING OUTCOMES

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Learning Outcomes (continued)

Contrast the concepts of implicit and explicit memory

Know ways to help get consumers’ attention in a crowded information environment

Understand key differences between intentional and unintentional learning

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LEARNING OUTCOMES (continued)

Learning and Perception

Change in behavior resulting from interaction between a person and a stimulus

Learning

Consumer’s awareness and interpretation of reality

Shapes learning and behavior

Perception

LO 1

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3.1 What Is the Reality in the Image Below?

LO 1

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Exhibit

Exposure, Attention, and Comprehension

Exposure: Bringing some stimulus within proximity of a consumer so that the consumer can sense it

Sensation: Consumer’s immediate response to a stimulus

Attention: Purposeful allocation of information-processing capacity toward developing an understanding of a stimulus

Comprehension - Consumers attempt to derive meaning from information they receive

LO 1

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3.3 Sensing, Organizing, and Reacting

LO 2

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Exhibit

Phases of Consumer Perception

Sensing

Immediate response to stimuli that have come into contact with one of the consumer’s five senses

Grounded cognition: Notion that bodily sensations influence thoughts and meaning independent of effortful thinking

Organizing

Cognitive organization: Process by which the human brain assembles sensory evidence into something recognizable

LO 2

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Phases of Consumer Perception (continued)

Reacting - End of the perceptual process

Occurs as a response or behavior

Includes physical and mental responses to the stimuli encountered

LO 2

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3.4 Organizing Morning Beverages

LO 2

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Exhibit

Selective Perception

Exposing oneself to certain stimuli and screening out the rest

Selective exposure

Paying attention to only certain stimuli

Selective attention

Interpreting of information in ways that are biased by previously held beliefs

Selective distortion

LO 2

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Subliminal Processing

Way that the human brain deals with very low-strength stimuli

Strength of certain stimuli is lower than the absolute threshold of perception

Absolute threshold: Minimum strength of a stimulus that can be perceived

Subliminal persuasion: Behavior change induced by subliminal processing

Ineffective marketing tool

LO 2

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Applying the JND Concept

JND (just noticeable difference): One stimulus is stronger than another

One can notice that the two are not the same

Weber’s law

Consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases

Marketers need to understand that:

Little changes made at a time may be unnoticed by a consumer

Major changes made at once will be noticed

LO 3

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Applying the JND Concept (continued 1)

Implications of JND for marketers who attempt to provide value for consumers

Pricing - Consumers do not perceive small differences in price as truly different

Quantity - Small differences are not perceived as being different

Quality - Small improvements may not have any impact on consumers

LO 3

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Applying the JND Concept (continued 2)

Add-on purchases - Small additional purchase tacked onto a large purchase may not create the perception of increased spending

Change in product design - Small changes tend to go unnoticed

Just meaningful difference (JMD)

Smallest amount of change in a stimulus that would influence consumer consumption and choice

LO 3

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Types of Memory

Implicit: Memory for things that a person did not try to remember

Creates preattentive effects

Preattentive effects: Learning that occurs without attention

Explicit: Memory that develops when a person is exposed to, attends, and tries to remember information

LO 4

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Mere Exposure Effect and Mere Association Effect

Mere exposure effect

Consumers will prefer stimuli they have been previously exposed to over stimuli they have not seen before

Preattentive and used by marketers to improve attitudes marginally

Mere association effect

Transfer of meaning between objects that are similar only by accidental association

Marketers make sure to avoid any potentially negative but unintended associations

LO 4

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Involuntary Attention

Attention that is beyond the conscious control of the consumer

Occurs as the result of exposure to surprising or novel stimuli

Likely to trigger an orientation reflex

Orientation reflex: Natural reflex that occurs as a response to something threatening

LO 4

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Factors That Help Create Attention

Intensity of stimuli

Contrast

Movement

Surprising stimuli

Size of stimuli

Involvement

LO 5

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Intentional and Unintentional Learning

Intentional learning

Process by which consumers set out to specifically learn information devoted to a certain subject

Unintentional learning

Occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus

LO 6

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Behaviorism and Cognitive Learning Theories

Behaviorist approach to learning

Focuses on changes in behavior due to association

Does not place emphasis on the cognitive mechanics of the learning process

Information processing perspective

Focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes

LO 6

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Unintentional Learning: Behavioral Learning Theory Perspectives

Classical conditioning

Change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction

Behavioral response is already associated with unconditioned stimulus

Conditioned stimulus: Object or event can be conditioned to cause a desired response by pairing with an unconditioned stimulus

LO 6

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Unintentional Learning: Behavioral Learning Theory Perspectives (continued)

Unconditioned response occurs naturally as a result of exposure to an unconditioned stimulus

Conditioned response results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus

Instrumental conditioning

Behavioral response can be conditioned through reinforcement

Reinforcements - Punishments or rewards

Positive reinforcers take form of a reward

LO 6

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Discriminative Stimuli and Shaping

Discriminative stimuli: Occur solely in the presence of a reinforcer

Signal that a type of reward will occur if the consumer performs a specific behavior

Shaping: Desired behavior is altered over time, in small increments

Punishers decrease the likelihood that a behavior will persist

Extinction: Process through which behaviors cease due to lack of reinforcement

LO 6

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Key Terms

Learning

Perception

Exposure

Sensation

Sensory marketing

Attention

Cognitive organization

Assimilation

Accommodation

Contrast

Anthropomorphism

Selective exposure

Selective attention

Selective distortion

Subliminal processing

Absolute threshold

Subliminal persuasion

JND

Weber’s law

KEY TERMS

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Key terms (continued 1)

Explicit memory

Implicit memory

Preattentive effects

JMD

Mere exposure effect

Mere association effect

Product placements

Involuntary attention

Orientation reflex

Involvement

Unintentional learning

Intentional learning

Behaviorist approach to learning

Unconditioned stimulus

Conditioned stimulus

KEY TERMS

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Key terms (continued 2)

Information processing (cognitive perspective)

Unconditioned response

Conditioned response

Classical conditioning

Positive reinforces

Instrumental conditioning

Discriminative stimuli

Shaping

Punishers

Extinction

KEY TERMS

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Summary

Learning is the change in behavior of a consumer as a result of interaction

Phases in consumer perception - Sensing, organizing, and reacting

In JND, one stimulus is stronger than the other

Memory can be implicit or explicit

Learning can be intentional and unintentional

SUMMARY

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