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Perceptions & Learning

The document discusses key concepts regarding consumer learning and perception. It defines learning as a change in behavior from interacting with a stimulus, and perception as a consumer's interpretation of reality. Learning can be intentional or unintentional, and perceptions do not always match objective reality. The document also outlines the consumer perception process, elements that influence perception like exposure and attention, and factors that impact consumer attention.

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Aish Tuli
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Download as PDF, TXT or read online on Scribd
35 views

Perceptions & Learning

The document discusses key concepts regarding consumer learning and perception. It defines learning as a change in behavior from interacting with a stimulus, and perception as a consumer's interpretation of reality. Learning can be intentional or unintentional, and perceptions do not always match objective reality. The document also outlines the consumer perception process, elements that influence perception like exposure and attention, and factors that impact consumer attention.

Uploaded by

Aish Tuli
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Perceptions & Learning

January 11, 2023 11:27 PM

Learning and Perception


• Learning: a change in behavior resulting from the interaction
between a person and a stimulus
• Perception: the consumer's awareness and interpretation of reality
• Subjective Reality (vs Objective Reality)
○ Value involves learning – consumer learning begins with perception
○ Learning can be intentional or unintentional
○ Doesn't always match
▪ Example) placing the same amount of food on 3 different sized
plates – consumer feels more satisfied with food on a smaller
plate

Elements of Consumer Perception


• Exposure: the opportunity to see, hear, touch, taste, smell a stimulus
(I.e. billboard advertising coffee)
• Attention: the consumer must direct information processing capacity
to the stimulus
• Comprehension: consumer tries to derives the meaning and
understand the message – aim to get them to comprehend in the
intended way

Consumer Perception Process


• Sensing: sensing the many stimuli
• Cognitive Organization: the brain assembles sensory evidence into
something recognizable while comprehending the stimuli
• Reacting: developing responses to the stimuli once the object is
successfully recognized
○ Assimilation: product characteristics fit the category easily
○ Accommodation: an adjustment, allows product to fit the category
○ Contrast: product characteristics are too different to fit the
category
• Selective Perception: consumers can't process all stimuli they
encounter
Selective Exposure: screening out

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○ Selective Exposure: screening out
○ Selective Attention: pays attention to only certain stimuli that they
are drawn to
○ Selective Distortion: interprets information based on previously held
beliefs (I.e. too busy, must avoid)

Just Noticeable Difference (JND)


Represents the smallest amount of change in a stimulus that would
influence consumer consumption and choice
• How much stronger one stimulus has to be relative to another so
that someone can notice that the two are not the same
○ Pricing Increases (I.e. $0.25 increase on soda)
○ Volume/Quantity Decreases (
○ Quality
○ Add-Ons ($6 pair of socks with $250 shoes)

Implicit vs. Explicit Memory


• Implicit Memory: unintentional learning – exposed to stimuli but not
consciously paying attention to it
○ Not drawn to it, but we have a memory
▪ Example) On a website, in a movie, video game
• Explicit Memory: intentional learning, purposely paying attention

Consumer Attention
The purposeful allocation of cognitive capacity toward understanding
some stimulus
• Involuntary Attention: beyond the conscious control of the consumer
and occurs as the result of a surprising or novel stimulus
• Orientation Reflex: a natural reflex that occurs as a response to a
threat (i.e. dogs prick-up their ears and orienting body towards a
noise or potential predator)
• Mere Exposure Effect: lead consumers to prefer a stimulus to which
they’ve previously been exposed (familiarity)
○ Consumer prefers the familiar object over something unfamiliar
• Pre-Attentive Effect: learning that occurs without attention
• Product Placement: products that have been placed conspicuously in
movies or television shows

MKT400 Page 2
movies or television shows
• Ways To Enhance Attention:
○ Contrast (I.e. black/white colors)
○ Intensity (I.e. loud commercials)
○ Surprise (I.e. unusual image)
○ Movement (I.e. scrolling billboard)
○ Involvement (personally relevant)
○ Size (I.e. full page vs. Half page ad)

Behaviorism
• Classical Conditioning: behavior is changed through pairing –
associating some stimulus with another stimulus that naturally
causes a reaction
○ Advertisers try to “condition” brands by pairing branded products
with mouthwatering images
• Instrumental Conditioning: consumer must do something, and then is
reinforced for the behavior
○ Reinforcement is through either punishments or rewards
▪ Example) the consumer buys an item (action), and then gets
money back (reward)
• Shaping Behavior: a process through which the desired behavior is
altered over time in small increments
○ Rewarding small behaviors, lead to the big behavior ultimately
desired

MKT400 Page 3

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