CLASS 4: CONSUMER PERCEPTION

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

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CLASS 4: CONSUMER PERCEPTION

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	Created by bwvl over 11 years ago