Transcript cb2-5
Chapter 8: Consumer Perception -- The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Sensory Stimuli Sensory Receptors • Sights • Sounds • Smells • Tastes • Textures • Eyes • Ears • Nose • Mouth • Skin Exposure Attention Interpretation Elements of Perception • Sensation • The absolute threshold • The differential threshold • Subliminal perception Weber’s Law j.n.d. = I / I = K Qs: Marketing Implications? Is Subliminal Persuasion Effective? Ex: Political commercial Consumers’ Information Processing Perception Exposure Random Deliberate Attention Lowinvolvement Highinvolvement Interpretation Lowinvolvement Short-term Active problem solving Highinvolvement Memory Long-term Stored experiences, values, decisions, rules, feelings Purchase and consumption decisions Selective Exposure Selective exposure - A consumer’s tendency to avoid exposure. As the amount of marketing information in the environment increases, consumers become more adept at avoiding exposure. Qs: Marketing Implications? Attention • Focusing the cognitive system on information that is relevant to important goals and values. • Factors influencing attention - affective status - involvement - environmental involvement Qs: Marketing implications? Comprehension • The cognitive processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment. • Factors Influencing Comprehension – Knowledge in Memory – Involvement – Exposure environment Qs: Marketing Implications? Variations in Comprehension Automatic processing Highly automatic More controlled Level of Comprehension Shallow Deep Elaboration Less elaborate; fewer meanings Memorability More elaborate; more meanings Interpretation • An ongoing process of sense-making or meaning creation. Information Processing is Selective Yes Focused attention Deep comprehension (abstract, personal meanings) Shallow comprehension (concrete meanings) Exposure Unconscious attention No Very shallow comprehension (recognition) Elaborate Not Elaborate Elaborate Not Elaborate Elaborate Issues in Perceived Price • Reference prices • Tensile and objective price claims Reference Prices • Any price that a consumer uses as a basis for comparison in judging another price. – External Reference Price – Internal Reference Price Tensile and Objective Price Claims • Evaluations least favorable for ads stating the minimum discount level • Ads stating maximum discount levels are better than stating a range Perceived Quality • Perceived Quality of Products – Intrinsic vs. Extrinsic Cues • Price/Quality Relationship