Transcript BABIN / HARRIS CONSUMER BEHAVIOR

BABIN / HARRIS
CB
PART 2
CHAPTER 3
Consumer Learning
Starts Here:
Perception
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
1. Define learning and perception and how the two
are connected.
2. List and define phases in the consumer perception
process.
3. Apply the concept of the JND.
4. Contrast the concepts of implicit and explicit
memory.
5. Know ways to help get a consumer’s attention.
6. Understand key differences between intentional
and unintentional learning.
3-2
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning and Perception
• 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.
LO1
3-3
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Elements of Consumer
Perception
• Exposure—the process of bringing some
stimulus within the proximity of a consumer
so that it can be sensed by one of the five
human senses.
• Attention—purposeful allocation of
information processing capacity toward
developing an understanding of some
stimulus.
• Comprehension—consumer attempts to
derive meaning from information that is
received.
LO1
3-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Perception Phases
• Sensing
• Organizing
• Assimilation
• Accommodation
• Contrast
• Reacting
LO2
3-5
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Perception Phase:
Sensing
• Occurs when one of the consumer’s senses
is exposed to an object.
LO2
3-6
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Perception Phase:
Organizing
• Cognitive organization—process by which the
human brain assembles the sensory evidence into
something recognizable.
• Assimilation—occurs when a stimulus has
characteristics that allow for easy recognition as an
example of some category.
• Accommodation—occurs when a stimulus shares
some, but not all, of the characteristics that would
lead it to fit neatly in an existing category.
• Contrast—occurs when a stimulus does not share
enough in common with existing categories to
allow categorization.
LO2
3-7
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Perception Phase:
Reacting
• Physical and mental responses to the
stimulus encountered.
LO2
3-8
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Selective Perception
• Selective exposure—screening out most
stimuli and exposing oneself to only a
small portion of stimuli present.
• Selective attention—paying attention to
only certain stimuli.
• Selective distortion—process by which
consumers interpret information in ways
that are biased by their previously held
beliefs.
LO2
3-9
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Subliminal Processing
• Refers to the way in which the human
brain senses very low-strength stimuli (i.e.,
below the level of conscious awareness).
• Stimuli are below the absolute threshold
of perception.
LO2
3-10
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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.
• JND: Marketing Implications
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LO3
Pricing
Quantity
Quality
Add-on Purchases
3-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
JMD (Just Meaningful Difference)
• Represents the smallest amount of change
in a stimulus that would influence
consumer consumption and choice.
LO3
3-12
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Implicit and Explicit Memory
• Implicit memory—memory for things that
a person did not try to remember.
• Unintentional learning
• Explicit memory—occurs when a person is
trying to remember the stimuli.
• Intentional learning
LO4
3-13
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Mere Exposure Effect
• Consumers will prefer an object to which
they have been exposed.
• Relevant points:
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LO4
Preattentive
Easy to elicit
Greatest effect on novel objects
Weak effect
Best when customer has lower involvement
3-14
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Ways to Enhance Attention
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Intensity of stimuli
Contrast
Movement
Surprising stimuli
Size of stimuli
Involvement
LO5
3-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Intentional and 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.
LO6
3-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Behaviorism and Cognitive
Learning Theories
• Behaviorism approach—focuses on
changes in behavior without concern for
the cognitive mechanics of the process.
• Information processing perspective—
focuses on changes in thought and
knowledge and how these precipitate
behavioral changes.
LO6
3-17
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Unintentional Learning and
Behavioral Learning
• Classical conditioning—refers to a change in
behavior that occurs simply through associating
some stimulus with another stimulus that naturally
causes a reaction.
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Unconditioned/conditioned stimulus
Unconditioned/conditioned response
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Discriminative stimuli
Shaping
Punishers
• Instrumental conditioning—behavior is
conditioned through positive or negative
reinforcement.
LO6
3-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.