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CLASS 4: CONSUMER PERCEPTION
- 2. Exposure
- 3. Attention (4 factors)
- 1. Sensation
- 4. Interpretation
- 4.1 Stimulus (bottom-up) related factors
- Shape:
- elongation bias: people
focus on the elongated
dimension
- Unusual shapes: je paid more
attention, dus je denkt dat er
meer in zit
- centration bias: people
focus on one stimulus
dimension
- elongation bias: people
focus on the elongated
dimension
- Size:
- Size changes: the larger the
size change the greater the
underestimation (of calories,
etc). Large meals =>
underestimationg of calorie
content
- Size changes: the larger the
size change the greater the
underestimation (of calories,
etc). Large meals =>
underestimationg of calorie
content
- Size & Shape
- Underestimation is
even greater when
products grow in
3D instead of 1D
=> greater change
of overdosig &
overcconsuming
- Underestimation is
even greater when
products grow in
3D instead of 1D
=> greater change
of overdosig &
overcconsuming
- Proporties of stimulus itself
- Just Noticable Difference (Weber's
law) & Perceptual absolute Threshold
- Shape:
- 4.2 Context-Related Factors (top-down)
- Constructivist perception of
the context: used to resolve
ambiguous stimuli
- Gestalt: innate laws
of organization
- Proximity
- similarity (&Anomaly)
- Closure
- Continuity
- Symmetry
- Figure-ground
- Proximity
- Setting/surrounding in
which a stimulus is
situated
- Constructivist perception of
the context: used to resolve
ambiguous stimuli
- 4.3 Consumer Factors (top down)
- Beliefs: Consumers' theories about different product
characteristics and attributes impacts their
interpretation of products and consequent behaviors
towards them. Influence how we see things
- Health Halo
- Averaging bias
- Unhealthy = tasty
- Beliefs about Price
- Placebo effect:
we think: high
price = high
quality
- In the brain (experienced
vs. reported enjoyment
- Placebo effect:
we think: high
price = high
quality
- Health Halo
- Motivational states
- Perceptions of coin
sizes (poor vs rich)
- Perceptions of
high/low calorie
foods
- Perceptions of coin
sizes (poor vs rich)
- Beliefs: Consumers' theories about different product
characteristics and attributes impacts their
interpretation of products and consequent behaviors
towards them. Influence how we see things
- 4.1 Stimulus (bottom-up) related factors
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