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