Chapter 3
Consumer Learning Starts
Here: Perception
BABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning.
Learning Outcomes
LO1
Understand the elements of consumer
perception.
LO2
Know the phases in the consumer
perception process.
LO3
Be able to apply the concept of the JND.
© 2009 South-Western, a division of Cengage Learning.
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Learning Outcomes
LO4
Apply the concepts of implicit and explicit
memory.
LO5
Know the ways in which a consumer’s
attention can be enhanced.
LO6
Know the difference between intentional
and unintentional learning.
© 2009 South-Western, a division of Cengage Learning.
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LO1
Understand the elements of
consumer perception.
© 2009 South-Western, a division of Cengage Learning.
LO1
Learning and Perception
• Learning – a change in behavior
resulting from the interaction between a
person and a stimulus.
• Perception – a consumer’s awareness
and interpretation of reality.
• Value involves learning, and consumer
learning begins with perception.
• Learning can be intentional or
unintentional.
© 2009 South-Western, a division of Cengage Learning.
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LO1 Elements of Consumer Perception
Exposure
Attention
Comprehension
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LO1
Attention
Consumers are given the
opportunity to attend to
the marketer’s message.
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LO2
Know the phases in the
consumer perception process.
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LO2
Exhibit 3.3
Consumer Perception Phases
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LO2
Organization Process
Like sorting mail!
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LO2
Organization Reactions
Assimilation
Accommodation
Contrast
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LO2
Accommodation
What is this?
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LO2
Selective Perception
Selective exposure
Selective attention
Selective distortion
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LO2
Exhibit 3.5: The Vicary Subliminal
“Persuasion” Study
Is this subliminal stuff true?
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Subliminal Groovin!
Can you play a record
backwards – or is it just
another subliminal rumor?
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LO2
Original Penguin is selective in
its brand exposure.
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LO3
Be able to apply the concept of
JND.
© 2009 South-Western, a division of Cengage Learning.
LO3
JND
(Just Noticeable Difference)
• Represents how much stronger one
stimulus has to be relative to another
so that someone can notice that the
two are not the same.
• Weber’s Law – the ability to detect
differences between two levels of a
stimulus is affected by the original
intensity of the stimulus.
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Better-Tasting Coke?
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LO3
JND: Marketing Implications
Pricing
Quantity
Quality
Add-on
Purchases
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LO3
JMD
(Just Meaningful Difference)
Represents the smallest
amount of change in a
stimulus that would
influence consumer
consumption and choice.
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LO3
Mere Exposure Effect
• Consumers will prefer an object to which
they have been exposed.
• Relevant points:
–
–
–
–
–
preattentive
easy to elicit
greatest effect on novel objects
weak effect
best when consumer has lower involvement
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Ethical Dilemmas in Mere
Exposure
Can mere
exposure turn
us into
criminals?
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LO4
Apply the concepts of implicit and
explicit memory.
© 2009 South-Western, a division of Cengage Learning.
LO4
Implicit and Explicit Memory
Implicit
memory
Unintentional
learning
Explicit
memory
Intentional
learning
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LO4
Attention
• The purposeful allocation of
cognitive capacity toward
understanding some stimulus.
• Types:
– Preattention
– Selective
– Involuntary
• Orientation reflex – a natural reflex that
occurs as a response to a threat.
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LO5
Know the ways in which a
consumer’s attention can be
enhanced.
© 2009 South-Western, a division of Cengage Learning.
LO5
Attracting Attention
How are your
going to get
her attention?
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LO5
Ways to Enhance Attention
Intensity
Contrast
Movement
Surprise
Size
Involvement
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LO6
Know the difference between
intentional and unintentional
learning.
© 2009 South-Western, a division of Cengage Learning.
LO5
Learning
Is this intentional or
unintentional learning?
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LO5
Intentional vs. Unintentional
Learning
Intentional learning
Consumers set out to
specifically learn
information devoted to a
certain subject.
Unintentional learning
Consumers simply sense
and react (or respond) to
the environment.
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LO6
Learning Theories
Behaviorism
Information
Processing
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LO6
Classical Conditioning
A change in behavior
that occurs simply
through associating
some stimulus with
another stimulus that
naturally causes a
reaction.
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LO6
Instrumental Conditioning
Behavior is
conditioned through
reinforcement.
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LO6
Exhibit 3.7: Discriminative Stimuli,
Behavior, and Reinforcer
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