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© 2009 South-Western, a division of Cengage Learning.
Chapter 3
Consumer Learning Starts Here:
Perception
Babin/Harris
© 2009 South-Western, a division of Cengage Learning. 3-2
Learning Outcomes
1. Understand the elements of consumer percept...
© 2009 South-Western, a division of Cengage Learning. 3-3
Learning and Perception
 Learning
 Perception
 Value involves...
© 2009 South-Western, a division of Cengage Learning. 3-4
Elements of Consumer
Perception
 Exposure
 Attention
 Compreh...
© 2009 South-Western, a division of Cengage Learning. 3-5
Consumer Perception Phases
 Sensing
 Organizing
 Reacting
LO2
© 2009 South-Western, a division of Cengage Learning. 3-6
Consumer Perception Phase:
Sensing
 Occurs when one of the cons...
© 2009 South-Western, a division of Cengage Learning. 3-7
Consumer Perception Phase:
Organizing
 Cognitive organization –...
© 2009 South-Western, a division of Cengage Learning. 3-8
Selective Perception
 Selective exposure
 Selective attention
...
© 2009 South-Western, a division of Cengage Learning. 3-9
Subliminal Processing
 Stimuli are below the absolute
threshold...
© 2009 South-Western, a division of Cengage Learning. 3-10
JND (Just Noticeable
Difference)
 JND
 Weber’s Law – the abil...
© 2009 South-Western, a division of Cengage Learning. 3-11
JND: Marketing Implications
 Pricing
 Quantity
 Quality
 Ad...
© 2009 South-Western, a division of Cengage Learning. 3-12
JMD (Just Meaningful
Difference)
 Represents the smallest amou...
© 2009 South-Western, a division of Cengage Learning. 3-13
Mere Exposure Effect
 Consumers will prefer an object to which...
© 2009 South-Western, a division of Cengage Learning. 3-14
Implicit and Explicit Memory
 Implicit memory
 Unintentional ...
© 2009 South-Western, a division of Cengage Learning. 3-15
Attention
 Attention
 Types:
 Preattention
 Selective
 Inv...
© 2009 South-Western, a division of Cengage Learning. 3-16
Ways to Enhance Attention
 Intensity of stimuli
 Contrast
 M...
© 2009 South-Western, a division of Cengage Learning. 3-17
Unintentional Learning and
Behavioral Learning
 Classical cond...
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Ch 03 student slides

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Transcript of "Ch 03 student slides"

  1. 1. © 2009 South-Western, a division of Cengage Learning. Chapter 3 Consumer Learning Starts Here: Perception Babin/Harris
  2. 2. © 2009 South-Western, a division of Cengage Learning. 3-2 Learning Outcomes 1. Understand the elements of consumer perception. 2. Know the phases in the consumer perception process. 3. Be able to apply the concept of the JND. 4. Apply the concepts of implicit and explicit memory. 5. Know the ways in which a consumer’s attention can be enhanced. 6. Know the difference between intentional and unintentional learning.
  3. 3. © 2009 South-Western, a division of Cengage Learning. 3-3 Learning and Perception  Learning  Perception  Value involves learning, and consumer learning begins with perception.  Learning can be intentional or unintentional. LO1
  4. 4. © 2009 South-Western, a division of Cengage Learning. 3-4 Elements of Consumer Perception  Exposure  Attention  Comprehension LO1
  5. 5. © 2009 South-Western, a division of Cengage Learning. 3-5 Consumer Perception Phases  Sensing  Organizing  Reacting LO2
  6. 6. © 2009 South-Western, a division of Cengage Learning. 3-6 Consumer Perception Phase: Sensing  Occurs when one of the consumer’s senses is exposed to an object. LO2
  7. 7. © 2009 South-Western, a division of Cengage Learning. 3-7 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
  8. 8. © 2009 South-Western, a division of Cengage Learning. 3-8 Selective Perception  Selective exposure  Selective attention  Selective distortion LO2
  9. 9. © 2009 South-Western, a division of Cengage Learning. 3-9 Subliminal Processing  Stimuli are below the absolute threshold of perception. LO2
  10. 10. © 2009 South-Western, a division of Cengage Learning. 3-10 JND (Just Noticeable Difference)  JND  Weber’s Law – the ability to detect differences between two levels of a stimulus is affected by the original intensity of the stimulus. LO3
  11. 11. © 2009 South-Western, a division of Cengage Learning. 3-11 JND: Marketing Implications  Pricing  Quantity  Quality  Add-on Purchases LO3
  12. 12. © 2009 South-Western, a division of Cengage Learning. 3-12 JMD (Just Meaningful Difference)  Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice. LO3
  13. 13. © 2009 South-Western, a division of Cengage Learning. 3-13 Mere Exposure Effect  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 LO3
  14. 14. © 2009 South-Western, a division of Cengage Learning. 3-14 Implicit and Explicit Memory  Implicit memory  Unintentional learning  Explicit memory  Intentional learning LO4
  15. 15. © 2009 South-Western, a division of Cengage Learning. 3-15 Attention  Attention  Types:  Preattention  Selective  Involuntary  Orientation reflex – a natural reflex that occurs as a response to a threat. LO4
  16. 16. © 2009 South-Western, a division of Cengage Learning. 3-16 Ways to Enhance Attention  Intensity of stimuli  Contrast  Movement  Surprising stimuli  Size of stimuli  Involvement LO5
  17. 17. © 2009 South-Western, a division of Cengage Learning. 3-17 Unintentional Learning and Behavioral Learning  Classical conditioning  Instrumental conditioning LO6
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