Академический Документы
Профессиональный Документы
Культура Документы
Session topics
Perception
Perceptual distortion
Image perception
Memory
Attitude
ethnocentrism
Perception
Reality
Consumer perception
Perception is the process by which an individual selects, organizes
or and interprets stimuli into a meaningful and coherent picture of
the world (Shiffman et al., 2008, p. 168)
Individuals see what they want to see and what they expect to see
Perceptual selection
Nature of stimuli
Expectations (previous experience)
Motives
Selective perception (barriers)
Selective exposure
Selective attention
Perceptual defense
Perceptual blocking
Perceptual organization
People tend to organize stimuli into groups, which are
perceived as a unified whole
Figure and ground
Grouping
Closure
Perceptual distortions
Distortions that tend to influence perception:
Physical appearances
Stereotypes
First impressions
Jumping to conclusions
Halo effect
Price perception
Quality perception
Price/quality relationship
Risk perception
Variation
Handling risk
Brand perception
Sensory marketing
Sight
Smell
Taste
Sound
Touch
Consumer learning
Elements of learning:
Motivation cues response - reinforcement
Two schools:
Behavioral learning theory/stimulus-response theory
Observable behaviors in response to stimuli
Classical conditioning: Repetition, stimulus generalization, stimulus
discrimination
Instrumental conditioning: Trial-and-error process
Sensory
input
Rehearsal
Sensory
Store
Working
memory
(short term
store)
Forgotten;
lost
Forgotten;
lost
Encoding
Longterm
store
Forgotten;
unavailable
Retrieval
Attitude
Attitude is learned
Experience with product
Experience with brand name (brand extension)
Experience with purchase and consumption of product
Word-of-mouth information
Mass-media advertising, internet, direct marketing
Personality need for cognition
Attitude
Not necessarily permanent (can change)
Changing the consumers basic motivational function
Associating the product with a special group, event or cause
Resolving two conflicting attitudes
Altering components of the multi-attribute model
Changing consumer beliefs about competitors brand
Attitude models
Tricomponent attitude model
Cognition affect - conation
Trying to consume
Extended attitude model to accommodate consumers goals
Outcome (purchase, possession, use or action) is uncertain
Three outcomes: 1)Trying and succeeding, 2) Trying and failing, 3) The
process of striving itself
Attitude toward
the behavior
Intention
Beliefs that specific
referents think I
should or should not
perform behavior
Motivation to comply
with the specific
referents
Subjective norms
Behavior
Ethnocentrism as an influence on
attitude
Beliefs held by consumers about the appropriateness and
morality of purchasing foreign-made products
Expressed through conscious preference for local product over
those imported from abroard or other regions within the
country -> even when that product has significant lower quality
Regional ethnocentrism is rooted in local patriotism and often
motivated by moral reasons
Positive attitude towards own product does not imply negative
Effects of ethnocentrism
Product/brand preferences
Attitude towrds producer
Attitudes towards place of origin
Managerial implications
Measuring ethnocentrism