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Consumer Learning Starts Here: Perception

CHAPTER 3

PART 2

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Learning Outcomes

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Define learning and perception and how the two are connected.

List and define phases of the consumer perception process.

Apply the concept of the JND.

Learning Outcomes

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Contrast the concepts of implicit and explicit memory.

Know ways to help get a consumer’s attention.

Understand key differences between intentional and unintentional learning.

Define learning and perception and how the two are connected.

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Learning and Perception

•  Learning—a change in behaviour 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.

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Elements of Consumer Perception

Exposure

Attention

Comprehension

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Exposure: The opportunity to see, hear, touch, taste, or smell a stimulus. For example, McDonald’s places a billboard beside a busy road advertising specialty coffees. Drivers focusing on heavy traffic may fail to see it at all.

Attention: Consumer directs information-processing capacity to the stimulus. If a consumer notices the McDonald’s billboard, will she try to read the information?

Comprehension: Consumer Tries to derive meaning. Does the consumer understand the Message that McDonald’s now sells specialty coffees?

List and define phases of the consumer perception process.

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Exhibit 3.3: Sensing, Organizing, and Reacting

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Sensing: Individual’s immediate reaction to a stimulus—starts the perception process. Organizing: Brain organizes sensory inputs into something recognizable (e.g., four legs, a wet nose, and a wagging tail = a dog). Reacting: Individual may react positively, negatively, or may reject the stimulus altogether if it is too difficult to organize meaningfully.

Exhibit 3.4: A Visual Image of the Organization Process

Like sorting mail! 3-9

Organization Reactions

Assimilation

Accommodation

Contrast

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Selective Perception

Selective exposure

Selective attention

Selective distortion

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Consumers encounter thousands of stimuli each day: •  Selective perception filters out many stimuli to avoid sensory overload. •  Selective exposure: Walking down the street depicted in this photo, people would not notice the majority of the visual stimuli due to clutter. •  Selective attention: A consumer may be drawn to certain visual stimuli based on relevance (he is looking for a certain type of store), or because her attention is drawn to them by color or size. Most will not be attended to. •  Selective distortion: A consumer who has experienced overwhelming crowds and noise in similarly cluttered settings may react negatively to this scene and avoid shopping on this street.

Exhibit 3.5: The Vicary Subliminal Persuasion “Study”

Is this subliminal stuff true? 3-13

Researchers claimed that very brief (too brief to be consciously noted) messages to “eat popcorn” and “drink Coke” inserted into a movie increased consumption by 60% and 20%, respectively. The “experiment” has never been successfully replicated.

Apply the concept of the JND.

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JND (Just Noticeable Difference)

•  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.

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JND: Marketing Implications

Pricing Quantity Quality

Add-on Purchases

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Marketers who want consumers to notice positive changes (lower price) or fail to notice negative ones (less product for same price) must determine the JND point. Price: reducing a price from $19.99 to $19.95 is likely to go unnoticed Quantity: reducing the number of dryer sheets in a box from 412 to 407 will not likely be noticed Quality: reducing wait times at the drive-through by a minute or more may be a noticeable difference. Add-on purchases are more likely when they are insignificant ($8 socks) compared to the cost of the original purchase ($150 shoes).

JMD (Just Meaningful Difference)

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

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Contrast the concepts of implicit and explicit memory.

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Implicit and Explicit Memory

Implicit memory

Unintentional learning

Explicit memory

Intentional learning

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Unintentional learning occurs when we are exposed to stimuli we do not pay attention to. Banner ads on websites or product placement in movies or video games may not draw our attention, yet may create an implicit memory for the brand that shapes our attitude to it. Intentional learning is the result of stimuli we choose to pay attention to and make an effort to understand, e.g., clicking on the banner ad, reading the website we are directed to.

Mere Exposure Effect

•  Consumers will prefer an object to which they have been exposed.

•  Once exposed to an object, a consumer exhibits a preference for the familiar object over something unfamiliar.

•  Relevant points: –  preattentive –  easy to elicit –  greatest effect on novel objects –  weak effect –  best when consumer has lower involvement

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Attention

•  The purposeful allocation of cognitive capacity toward understanding some stimulus.

•  Involuntary attention is beyond the conscious control of the consumer and occurs as the result of a surprising or novel stimulus. – Orientation reflex: a natural reflex that

occurs as a response to a threat.

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Know ways to help get a consumer’s attention.

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Ways to Enhance Attention

Contrast

Surprise

Involvement

Intensity

Movement

Size

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Examples – Enhancing Attention

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Intensity: commercials are sometimes louder than programming Contrast: black-and-white ads stand out in a colorful magazine Movement: a scrolling billboard message will draw attention Surprise: the image of a Toyota pick-up pulling the Space Shuttle in an ad attracts notice Size: we are more likely to pay attention to a full-page magazine ad than a half-page one Involvement: consumers pay more attention to messages they consider to be personally relevant

Understand key differences between intentional and unintentional learning.

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Intentional vs. Unintentional Learning

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

Unintentional learning Consumers simply sense and react (or respond) to the environment.

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Learning Theories

Behaviorism

Information processing

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Behavioral learning perspective is based on response to stimulus. Behavior is conditioned (shaped) by the external environment.

Cognitive perspective of learning focuses on internal processes, which derive meaning from information much the way a computer processes inputs.

Classical Conditioning

A change in behavior that occurs simply through

associating some stimulus with another stimulus that naturally

causes a reaction.

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Pavlov’s dogs came to associate a ringing bell (conditioned stimulus) with food (unconditioned stimulus), causing them to drool at the sound (conditioned response). Marketers pair their brands (e.g., Nestea) with specific stimuli (falling into a cool, refreshing pool on a scorching day) to condition consumers to associate the brand (Nestea) with a desirable conditioned response (drinking Nestea when in need of refreshment).

Instrumental Conditioning

Behavior is conditioned through positive or

negative reinforcement.

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Exhibit 3.7: Discriminative Stimuli, Behaviour, Reinforcer

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For example, the customer can be rewarded with free coffee and doughnuts for visiting a car dealership and receive a gift certificate for taking a test drive (incremental behaviors). If he purchases the car (desired “big” behavior), he may receive a $500 pre-paid gas card.

Behavior can be Changed over time by rewarding Incremental steps.