CB.3

Perception is based…
on learning
Learning
– a change in behavior resulting between a person and a stimulus
– intentional or unintentional
Perception
a consumer’s awareness and interpretation of reality
Value involves learning, and consumer learning begins with _____.
perception
Steps in the Perceptual Process
1. exposure
2. attention
3. comprehension
Exposure
the process of bringing some stimulus within proximity of a consumer so that the consumer cans sense it with one of the 5 human senses
Sensation
-part of exposure
-describes a consumer’s immediate response after exposure to a stimulus
ex: Hyundai Veloster
Attention
the purposeful allocation of information processing capacity toward developing an understanding of some stimulus
ex: death car commercial
Comprehension
-the attempt to derive meaning from information
-once you see the name of a car you have an idea about the car itself
ex: hyundai 3 door safety
Consumer Perception Process
Sensing
Organizing
Reacting
Sensing
– an immediate response to stimuli
– sensing alone doesn’t allow a consumer to make sense out of something
Organizing
Like sorting mail
Cognitive Organization
a process by which the human brain assembles sensory evidence into something recognizable
Organizations Reactions/ Response
1. Assimilation
2. Accommodation
3. contrast
Assimilation
occurs when a stimulus has characteristics such that individual readily recognizes it
ex: picture of circle = (usa, donut) (china, bike tire)
Accommodation
occurs when 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
-get additional information and create a new category or develop the contrast between this new thing and what we already know
-usually associated with negative feelings
ex: pig snout and nose as delicacy
Reaction
– if an object is successfully recognized, chances are some nearly automatic reaction take place
-reactions are subjective
ex: yellow light in traffic
Selective Perception
Selective exposure
selective attention
selective distortion
Selective exposure
-consumers confront a barrage of marketing messages each day
– on average 2500 advertising messages every day
– involves screening out most stimuli and exposing oneself to only a small portion of stimuli
clutter
selective exposure when bombarded with too much information
Selective Attention
– paying attention to only certain stimuli
– paying attention only to messages that address a need or interest
ex: Target ad and interest only in camera
Selective Distortion
– consumers interpret information in ways that are biased by their previously held beliefs
– you remember what you want to
-distort information to shape out already existing understanding
ex: marlboro spokesmen died
Subliminal Processing
the way in which the human brain senses low strength stimuli, that is, stimuli that occur below the awareness
– the strength of a subliminal stimulus is lower than the absolute threshold of perception