3/23/2021

LECTURE 2

CONSUMER PERCEPTION

INTENDED LEARNING OBJECTIVES

With this lecture, you will learn:

1. Consumer Learning Starts Here: Perception

1.1 Learning, Perception and the Consumer Perception Process.

1.2 The Concept of JND and Implicit / Explicit Memory.

1.3 Consumer Attention and the Differences between Intentional

and Unintentional Learning.

HOW CAN BUSINESS CREATE To understand &

VALUE? be understood

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CONSUMER BEHAVIOUR IS LARGELY

LEARNED BEHAVIOUR
Do you agree?

WHAT DO MARKETERS WANT CONSUMERS TO LEARN? HOW DO

THAT TRANSLATE TO MARKETERS’ DAILY JOB?
Set marketing communication
objective
Existence of their products
Reinforce attitude towards a
brand
Nature of their products Trigger desired behaviour
Modify existing behaviour.
Usage of their product

Effectiveness of their product

Relevance of their product

TYPES OF LEARNING
Behaviorist Approach Cognitive Approach
(Information processing perspective)

Focus of inquiry on the Focus on the cognitive

behaviour itself processes associated with
comprehension

Unintentional Learning: Intentional Learning:

Consumers simply sense and Consumers set out to
react (or respond) to the specifically learn information
environment. devoted to a certain subject
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BEHAVIOURIST APPROACH Intentional

Unintentional

BEHAVIOURIST APPROACH

Classical Conditioning Instrumental Conditioning

Change in behavior Change in behaviour
through associating some through reinforcement.
stimulus with another
stimulus that naturally
causes a reaction.

https://youtu.be/AZXAW3pRWf4?t=73
Combination of conditioning: https://www.youtube.com/wat
https://www.youtube.com/watch?v=S ch?v=4G37UVzFl1I
vXXpmXedHE

CLASSICAL CONDITIONING
EXAMPLES
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EG: SOCIAL EXPERIMENT

Stand up on a ding
https://www.youtube.com/watch?
v=o8BkzvP19v4&t=50s

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MARKETING APPLICATIONS OF
CLASSICAL CONDITIONING

APPLICATION OF CLASSICAL
CONDITIONING
Repetition
Stimulus Generation
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INSTRUMENTAL CONDITIONING
EXAMPLES

MARKETER IMPLICATION ON
REINFORCEMENT
Interval (time) Ratio (frequency)

COGNITIVE APPROACH
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MARKETING APPLICATION OF COGNITIVE

APPROACH

Consumer learning
begins with Learning = change in
perception. behaviour

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▪ PERCEPTION IS A CONSUMER’S
AWARENESS AND
INTERPRETATION OF REALITY 3-19

WHAT DO YOU THINK MAKES ONLINE

SHOPPING CONVENIENCE?

Paying? ?

Browsing ?

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IS THIS MORE CONVENIENCE?

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IS THIS MORE CONVENIENCE?

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Different version of
“convenience”

=> Different online

shopping mode

3-23

CONSUMER PERCEPTION PROCESS

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CONSUMER PERCEPTION PROCESS

Sensing Organising Reacting

COPYRIGHT © 2015 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 26

SENSING
Exposure Intentional vs Unintentional

Unintentional: Subliminal
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SENSING
▪ Intentional: Just noticeable difference (JND) notice that the two are not
the same.

AA

BB

CC

DD •
•
Pricing
Quantity
• Quality
EE • Add-on Purchases

APPLYING THE JND CONCEPT

▪ Weber’s Law - The ability to detect differences between two levels of a
stimulus is affected by the original intensity of the stimulus.

▪ Just Meaningful Difference (JMD) - Represents the smallest amount of

change in a stimulus that would influence consumer consumption and
choice.

ORGANISING
▪ Process:

▪ Involuntary learning:
▪ Implicit memory – Memory of information one NOT pay attention to
learn

 Voluntary learning:
▪ Explicit memory – Memory of information one pay attention to
learn
▪ Attention => Comprehension

www.youtube.com/watch?v=vJG698U2Mvo
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IMPLICIT MEMORY
Auto learning effect:

Mere Exposure Effect- Preference for

the familiar object over something
unfamiliar.

Mere association effect - Meaning

transfers between two unrelated stimuli
that a consumer gets exposed to
simultaneously.

Eg: Product placements

EXPLICIT MEMORY
ATTENTION
The purposeful allocation of
cognitive capacity toward
understanding some stimulus.

§ Involuntary attention - Beyond the

conscious control

§ Voluntary attention

WAYS TO GET A CONSUMERS

ATTENTION
Factors that Get Attention

▪ Intensity of stimuli
▪ Contrast
▪ Movement
▪ Surprising stimuli
▪ Size of stimuli
▪ Involvement
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COMPREHENSION

The interpretation or understanding that a consumer develops about an

attended stimulus
(Determines the effectiveness of marketing communication).

EXAMPLE
WHAT DOES THIS MEAN?

http://bbc.in/2gxlxiw

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WHAT DOES THIS MEAN?

http://bbc.in/2gxlxiw

=> Result of Explicit memory effect 36

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COPYRIGHT © 2013 PEARSON EDUCATION, 2-37

INC. PUBLISHING AS PRENTICE HALL

COPYRIGHT © 2013 PEARSON EDUCATION, 2-38

INC. PUBLISHING AS PRENTICE HALL

PERCEPTION OVERLOAD
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PERCEPTION IS SELECTIVE

Selective exposure Selective attention

https://www.youtube.com/watch?v=9qyD7vjVfLI

Selective distortion -
Process by which
consumers interpret
information in ways that
are biased by their
previously held beliefs.

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LECTURE 2

MKT2CBE