CB.3 – Flashcard
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Perception is based...
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on learning
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Learning
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- a change in behavior resulting between a person and a stimulus - intentional or unintentional
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Perception
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a consumer's awareness and interpretation of reality
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Value involves learning, and consumer learning begins with _____.
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perception
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Steps in the Perceptual Process
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1. exposure 2. attention 3. comprehension
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Exposure
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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
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Sensation
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-part of exposure -describes a consumer's immediate response after exposure to a stimulus ex: Hyundai Veloster
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Attention
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the purposeful allocation of information processing capacity toward developing an understanding of some stimulus ex: death car commercial
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Comprehension
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-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
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Consumer Perception Process
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Sensing Organizing Reacting
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Sensing
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- an immediate response to stimuli - sensing alone doesn't allow a consumer to make sense out of something
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Organizing
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Like sorting mail
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Cognitive Organization
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a process by which the human brain assembles sensory evidence into something recognizable
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Organizations Reactions/ Response
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1. Assimilation 2. Accommodation 3. contrast
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Assimilation
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occurs when a stimulus has characteristics such that individual readily recognizes it ex: picture of circle = (usa, donut) (china, bike tire)
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Accommodation
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occurs when stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category
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Contrast
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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
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Reaction
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- if an object is successfully recognized, chances are some nearly automatic reaction take place -reactions are subjective ex: yellow light in traffic
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Selective Perception
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Selective exposure selective attention selective distortion
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Selective exposure
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-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
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clutter
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selective exposure when bombarded with too much information
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Selective Attention
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- 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
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Selective Distortion
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- 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
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Subliminal Processing
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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
