© 2009 South-Western, a division of Cengage Learning.

Chapter 3Consumer Learning Starts Here: Perception

Babin/Harris

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Learning Outcomes

1. Understand the elements of consumer perception.2. Know the phases in the consumer perception

process.3. Be able to apply the concept of the JND.4. Apply the concepts of implicit and explicit memory.5. Know the ways in which a consumer’s attention can

be enhanced.6. Know the difference between intentional and

unintentional learning.

© 2009 South-Western, a division of Cengage Learning. 3-3

Learning and Perception

Learning Perception Value involves learning, and consumer

learning begins with perception. Learning can be intentional or unintentional.

LO1

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Elements of Consumer Perception

Exposure

Attention

Comprehension

LO1

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Consumer Perception Phases

Sensing Organizing Reacting

LO2

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Consumer Perception Phase:Sensing

Occurs when one of the consumer’s senses is exposed to an object.

LO2

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Consumer Perception Phase:Organizing

Cognitive organization – process by which the human brain assembles the sensory evidence into something recognizable.

Assimilation – occurs when a stimulus has characteristics that allow for easy recognition as an example of some category.

Accommodation – occurs when a 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.

LO2

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Selective Perception

Selective exposure

Selective attention

Selective distortion

LO2

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Subliminal Processing

Stimuli are below the absolute threshold of perception.

LO2

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JND (Just Noticeable Difference)

JND

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

LO3

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JND: Marketing Implications

Pricing Quantity Quality Add-on Purchases

LO3

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JMD (Just Meaningful Difference)

Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

LO3

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Mere Exposure Effect

Consumers will prefer an object to which they have been exposed.

Relevant points: preattentive easy to elicit greatest effect on novel objects weak effect best when consumer has lower involvement

LO3

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Implicit and Explicit Memory

Implicit memory Unintentional learning

Explicit memory Intentional learning

LO4

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Attention

Attention Types:

Preattention Selective Involuntary

Orientation reflex – a natural reflex that occurs as a response to a threat.

LO4

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Ways to Enhance Attention

Intensity of stimuli Contrast Movement Surprising stimuli Size of stimuli Involvement

LO5

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Unintentional Learning and Behavioral Learning

Classical conditioning

Instrumental conditioning

LO6