CLASS 4: CONSUMER PERCEPTION

CLASS 4: CONSUMER PERCEPTION

1. 2. Exposure

2. 3. Attention (4 factors)

3. 1. Sensation

4. 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
     • Size:
       • 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
     • Proporties of stimulus itself
     • Just Noticable Difference (Weber's law) & Perceptual absolute Threshold
   • 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
     • Setting/surrounding in which a stimulus is situated
   • 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
     • Motivational states
       • Perceptions of coin sizes (poor vs rich)
       • Perceptions of high/low calorie foods