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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
Perception
Consumer Perception
Exposure 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
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
Webers Law
$500 increase in the price of a car $500 increase in the price of a personal computer
Consumer Perception
Attention
Importance -- Use of humor (or emotion) in an ad Cs may be intense, but be directed to the emotion (Mikey)
Consumer Perception
Attention
Ad Clutter -- Even when forced to focus on ads, Cs best remember first & last ads in a pod, well; best remember stand alone ads Does attention guarantee success?
Cs could tell that humans were talking Cs could detect male and/or female voice Cs could not tell the content of the message
Consumer Perception
Consumers assessment of potential consequences which may result from the purchase or usage of a product or service PR = f (Uncertainty, Consequences) Why do Cs perceive risk?
Consumer Perception