CONSUMER PERCEPTION (LECTURE4/H3)

CONSUMER PERCEPTION (LECTURE4/H3)

1. PERCEPTION PROCESS

   • SENSATION
     • EXPOSURE
       • ATTENTION
         • INTERPRETATION
           • DETERMINANTS OF INTERPRETATION
             • STIMULUS (BOTTUM UP)
             • CONTEXT (TOP DOWN)
             • CONSUMER FACTORS (TOP DOWN)
         • DETERMINANTS OF ATTENTION
           • CONGREUNCY WITH AFFECTIVE STATE
           • INVOLVEMENT
           • NOVELTY AND UNEXPECTEDNESS
           • ENVIRONMENTAL PROMINENCE (VIVIDNESS)
       • Zapping: we go to other channels when commercials occur
       • Zipping: we fast-forward through the commercial

2. STIMULUS RELATED FACTORS

   • 1. JUST NOTICABLE DIFFERENCE (JND)
     • WEBER'S LAW
     • PERCEPTUAL THRESHOLD: THE MINIMUM LEVEL AT WHICH A STIMULUS CAN BE DETECTED
   • 2. SHAPE
     • CENTRATION HYPOTHESIS: PEOPLE FOCUS ON ONLY ONE STIMULUS
       • ELONGATION BIAS: PEOPLE FOCUS ON THE LENGHT OF A GLASS
   • SIZE
     • PSYCHOPHYSICAL LAW OF SENSATION: BY INCREASING SIZE WE PERCEIVE A LESS INCREASE (WE UNDERESTIMATE THE SIZE)
       • SIZE&SHAPE: THIS EFFECT IS EVEN BIGGER WHEN PRODUCTS CHANGE IN 3D INSTEAD OF 1D
         • MARKETERS SHOULD DECREASE PRODUCT SIZE IN 3D
   • Sensory characteristics and information content

3. CONTEXT RELATED FACTORS (GESTALT LAWS)

   • 1. PROXIMITY
     • OBJECTS THAT ARE PLACED TOGETHER ARE PERCEIVED AS GROUP
   • 2. SIMILARITY
     • OBJECTS THAT LOOK SIMILAR ARE PERCEIVED AS GROUP
   • 3. CONTINUITY
     • YOUR EYES ARE COMPELLED TO MOVE THROUGH ONE OBJECT AND CONTINUE TO ANOTHER
   • 4. CLOSURE
     • WHEN AN OBJECT IS INCOMPLETE WE PERCEIVE THE WHOLE BY FILLING THE MISSING INFO
   • 5. SYMMETRY
     • SYMMETRIC OBJECTS ARE APPEALING
   • 6. FIGURE GROUND
     • ONE OBJECT WILL DOMINATE OTHERS
   • GESTALT: WE PERCEIVE STIMULI AS AN OVERALL CONFIGURATION, WITHOUT FOCUSSING ON DETAILS

4. CONSUMER RELATED FACTORS

   • BELIEFS
     • CERTAIN THEORIES AND BELIEFS ABOUT PRODUCTS INFLUENCE OUR INTERPRETATION/BEHAVIOR TOWARD THESE PRODUCTS
       • BELIEFS ABOUT HEALTHINESS
         • I.E. SUBWAY VS MCDONALDS
         • UNHEALTHY FOOD IS PERCEIVED AS TASTIER
       • BELIEFS ABOUT PRICE
         • HIGH PRICE IS PERCEIVED AS BETTER QUALITY
         • I.E. ENERGYDRINK, WINE, COINS
   • MOTIVATIONAL STATE