Consumer perception 05

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  • Consumer perception 05

    1. 1. Consumer Perception
    2. 2. Consumer Perception  Perception     Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world More than sensing something Assigning meaning and incorporating it into their world Part of the “Information Processing” process
    3. 3. Consumer Perception  Consumer’s Processing of Information       Exposure Attention Comprehension -- Working Memory Acceptance Retention -- Permanent Memory Perception  Deals with the first two steps
    4. 4. Consumer Perception  Exposure Information  Consumers are exposed to virtually an infinite amount of information    Non-marketing Marketing Consumers self select the information for which they come into contact  Some consumers never watch CNN – will never be come into contact commercials (marketing stimuli) that run on this network
    5. 5. Consumer Perception  Is it difficult to achieve exposure?  What percent of individuals watching TV actually watch the commercials?    Estimates range from 20% to 80% (best guess is 41%) Radio estimates are even slightly lower (i.e., about 40% listeners actually listen to a commercial) How do consumers decide?  Sensation (raw sensory response to a stimulus), is needed to facilitate exposure  Must notice something before you allow exposure     P(Sensation) = f (absolute threshold) Absolute threshold -- minimal amount of stimulus intensity necessary for sensation to occur j.n.d. -- smallest amount of a change required to allow the C to notice Examples -- sales prices, price increases
    6. 6. Consumer Perception  Weber’s Law   Ability to note a change in a stimulus, depends on its initial level Example:    $500 increase in the price of a car $500 increase in the price of a personal computer P (notice a stimulus change) = Change in stimulus /Initial level of stimulus
    7. 7. Consumer Perception  Attention   Definition -- allocation of processing capacity to an incoming stimulus Dimensions     Direction -- object of focus Intensity -- amount of capacity Importance -- Use of humor (or emotion) in an ad C’s may be intense, but be directed to the emotion (“Mikey”)
    8. 8. Consumer Perception  Attention   Ad Clutter -- Even when forced to focus on ads, C’s best remember first & last ads in a pod, well; best remember stand alone ads Does attention guarantee success?  Shadowing experiment results – say not necessarily     C’s could tell that human’s were talking C’s could detect male and/or female voice C’s could not tell the content of the message Key is not to tradeoff direction for intensity
    9. 9. Consumer Perception  Application – Perceived Risk    Consumers assessment of potential consequences which may result from the purchase or usage of a product or service PR = f (Uncertainty, Consequences) Why do Cs perceive risk?    Limited experience Limited knowledge Past dissatisfaction
    10. 10. Consumer Perception  Application – Perceived Risk  Types of Perceived Risk      Functional Physical Financial Social Psychological Even if unwarranted, Marketers must deal with it  Belgium’s scare with Coca-Cola

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