CLASS 4: CONSUMER PERCEPTION

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Mind Map on CLASS 4: CONSUMER PERCEPTION, created by bwvl on 05/10/2013.
bwvl
Mind Map by bwvl, updated more than 1 year ago
bwvl
Created by bwvl almost 12 years ago
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CLASS 4: CONSUMER PERCEPTION
  1. 2. Exposure
    1. 3. Attention (4 factors)
      1. 1. Sensation
        1. 4. Interpretation
          1. 4.1 Stimulus (bottom-up) related factors
            1. Shape:
              1. elongation bias: people focus on the elongated dimension
                1. Unusual shapes: je paid more attention, dus je denkt dat er meer in zit
                  1. 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
                    2. Size & Shape
                      1. Underestimation is even greater when products grow in 3D instead of 1D => greater change of overdosig & overcconsuming
                      2. Proporties of stimulus itself
                        1. 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
                            1. Gestalt: innate laws of organization
                              1. Proximity
                                1. similarity (&Anomaly)
                                  1. Closure
                                    1. Continuity
                                      1. Symmetry
                                        1. Figure-ground
                                        2. 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
                                              1. Averaging bias
                                                1. Unhealthy = tasty
                                                  1. Beliefs about Price
                                                    1. Placebo effect: we think: high price = high quality
                                                      1. In the brain (experienced vs. reported enjoyment
                                                    2. Motivational states
                                                      1. Perceptions of coin sizes (poor vs rich)
                                                        1. Perceptions of high/low calorie foods
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