Consumer Perception - Iowa State University消费者感知-爱荷华州立大学.pptVIP

Consumer Perception Consumer Perception Perception Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world More than sensing something Assigning meaning and incorporating it into their world Part of the “Information Processing” process Consumer Perception Consumer’s Processing of Information Exposure Attention Comprehension -- Working Memory Acceptance Retention -- Permanent Memory Perception Deals with the first two steps Consumer Perception Exposure Information Consumers are exposed to virtually an infinite amount of information Non-marketing Marketing Consumers self select the information for which they come into contact Some consumers never watch CNN – will never be come into contact commercials (marketing stimuli) that run on this network Consumer Perception Is it difficult to achieve exposure? What percent of individuals watching TV actually watch the commercials? Estimates range from 20% to 80% (best guess is 41%) Radio estimates are even slightly lower (i.e., about 40% listeners actually listen to a commercial) How do consumers decide? Sensation (raw sensory response to a stimulus), is needed to facilitate exposure Must notice something before you allow exposure P(Sensation) = f (absolute threshold) Absolute threshold -- minimal amount of stimulus intensity necessary for sensation to occur j.n.d. -- smallest amount of a change required to allow the C to notice Examples -- sales prices, price increases Consumer Perception Weber’s Law Ability to note a change in a stimulus, depends on its initial level Example: $500 increase in the price of a car $500 increase in the price of a personal computer P (notice a stimulus change) = Change in stimulus /Initial level of stimulus Consumer Perception Attention Definition -- allocation of processing capacity to an incoming stimulus Dimensions Direction -- object of focus Intensity -- amount of capacity Importance -- Use of humor (or emotion)