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Chapter 8: Consumer Perception

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.

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Chapter 8: Consumer Perception

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  1. 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

  2. Elements of Perception • Sensation • The absolute threshold • The differential threshold • Subliminal perception

  3. Weber’s Law j.n.d. = I / I = K Qs: Marketing Implications?

  4. Is Subliminal Persuasion Effective? Ex: Political commercial

  5. Exposure Random Deliberate Attention Low- High- involvement involvement Perception Interpretation Low- High- involvement involvement Short-term Memory Long-term Active problem Stored experiences, solving values, decisions, rules, feelings Purchase and consumption decisions Consumers’ Information Processing

  6. 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?

  7. 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?

  8. 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?

  9. Variations in Comprehension Automatic processing Highly automatic More controlled Level of Comprehension Deep Shallow Elaboration More elaborate; more meanings Less elaborate; fewer meanings Memorability

  10. Interpretation • An ongoing process of sense-making or meaning creation.

  11. Information Processing is Selective Deep comprehension (abstract, personal meanings) Elaborate Focused attention Not Elaborate Yes Shallow comprehension (concrete meanings) Elaborate Not Elaborate Exposure Very shallow comprehension (recognition) Unconscious attention Elaborate No

  12. Was $199 Sale! Now $99 Issues in Perceived Price • Reference prices • Tensile and objective price claims 20% to 70% Off!

  13. Was $199 Sale! Now $99 Reference Prices • Any price that a consumer uses as a basis for comparison in judging another price. • External Reference Price • Internal Reference Price $89

  14. 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 Save 10% or more Save upto 50%

  15. Perceived Quality • Perceived Quality of Products • Intrinsic vs. Extrinsic Cues • Price/Quality Relationship

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