Consumer Behaviour - Chapter 3

Sensation

A consumer's immediate reaction to the information he/she has been exposed to

Which ones renders the best results: assimilation, accommodation or contrast?

Accommodation: not too ordinary to go unnoticed and not too new to be uncomfortable

Familiarity

All things equal, consumers prefer what's familiar.

Involuntary Attention

Attention that is beyond the conscious control of a consumer

Subliminal Persuasion

Behaviour change induced or brought about based on subliminally processing of an image (ineffective as a marketing tool)

Unconditioned Stimulus

Behavioural response is already associated (i.e. dog-meat powder)

Extinction

Behaviours may case because of lack of reinforcement (i.e. end of a promotion and consumers stop buying)

Exposure

Bringing a stimulus near the consumer so that he/she can sense it with one of the 5 human senses

Classical Conditioning

Change in behaviour that occurs when one stimulus is associated with another, causing a certain reaction; A type of unintentional learning (i.e. coffee and smoking)

Implicit Memory

Concerning stimuli one is exposed to but does not pay attention to

Perception

Consumer's awareness and interpretation of reality

Intentional Learning

Consumers set out specifically to learn

Mere Exposure Effect

Consumers will prefer stimuli that they have been exposed to than stimuli they haven't been exposed to

Selective Perception

Consumers' practice of not processing all stimuli to avoid overload

Conditioned Stimulus

Does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus (e.g. bell that creates salivation response on dogs)

Information Processing / Cognitive Perspective

Focuses on changes in thought and knowledge and how these precipitate behaviourial changes

Behaviourist Approach to Learning

Focuses on the change of behaviour due to association, without great concern to the cognitive mechanisms of the learning process

Subliminal Processing

How humans process low-strength stimuli (below conscious awareness)

Perception related to value

If the consumer does not perceive value, then the product/service will probably fail

Stimuli Factors that Get Consumers' Attention

Intensity of Stimuli Contrast Movement Surprising Stimuli Size Involvment

Unintentional Learning

Learning that takes place without one's effort to learn

Pre-attentive effects

Learning the is developed in the absence of attention (i.e. learning by osmosis)

Explicit Memory

Memory that is developed when a person is exposed to, attends to and makes an effort to remember (i.e. studying)

Cognitive Organization

Mental process of transforming sensory evidence into something recognizable (3 possible reactions: assimilation, accommodation and contrast)

Orientation Reflex

Natural reflex that occurs to a response to something threatening

Discriminative Stimuli

Occur solely in the presence of a reinforcer (i.e. return the bottle and get 10% off your next purchase)

JND (Just Noticeable Difference)

One stimulus is sufficiently stronger than another so that someone can distinguish both (as opposed to thinking they are the same stimulus)

Selective Attention

Paying attention only to certain stimuli

Perception vs. learning

Perception is the foundation upon each consumer learning takes place

Shaping

Process through which the desired behaviour is altered over time, in small increments

Product Placements

Products that have been place conspicuously in movies or tv shows

Attention

Purposeful allocation of information-processing capacity to understanding some stimulus

Negative Reinforcement

Removal of bad stimuli as a way of encouraging behaviour

Unconditioned Response

Response that occurs naturally as a result to exposure to an unconditioned stimulus (i.e. dog salivation by being exposed to the meat powder)

Conditioned Response

Response that results from exposure to the Conditioned Stimulus (i.e. dogs salivating when exposed to the bell sound)

Positive Reinforcers

Rewards used to influence behavioural change

Selective Exposure

Screening out most stimuli and exposing oneself to only a small portion

Three phases of consumer perceptions

Sensing Organizing Reacting

Punishers

Stimuli that decrease the likelihood that a behaviour will persist

Contrast

Stimulus does not share enough common information with existing known categories, we will contrast with what we know. Ex: unknown whit liquid = contrast with milk

Weber's Law

The consumer's ability to detect the differences between to stimuli decreases as the strength of the first increases (i.e. frog in hot water)

Absolute Threshold of Perception

The minimum strength needed for a consumer to perceive the stimulus (subliminal is below this threshold)

Involvement

The personal relevance toward or interest in a particular product

JMD (Just Meaningful Difference)

The smallest amount of change that would influence consumer consumption and choice.

Assimilation

The stimulus has characteristics that are easily recognizable. ex: doughnout

Accommodation

The stimulus shares some but not all characteristics that allow a perfect assimilation. Ex: doughnut without the centre holw

Instrumental Conditioning

Type of learning in which a behavioural response can be conditioned through reinforcement - punishments or rewards

Learning related to value

Value cannot be communicated if the consumer does not learn about a product/service's benefits

Learning

change in behaviour from the interaction between a person and a stimulus

Selective Distortion

consumers interpret information in ways that are biased by their previously held beliefs