perception learning attitude 2016

7/24/2019 Perception Learning Attitude 2016

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Customer behavior and marketing decisions

The individual consumer: Perception,

learning and attitude

Jeanne Srensen Bentzen

Assistant Proessor, Ph!

!epartment o Business and "anagement

#eas$business%aau%dk


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Session topics

Perception

Perceptual distortion

Image perception

Memory

Attitude

ethnocentrism


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Consumer inormation processing and

decoding o marketing messages Individual characteristics and understanding

Demographic variables

Sociocultural characteristics Lifestyle

Personality

Attitude Learning

Perception (expectations, motivation, past experience

Involvement and congruence Mood

!arriers (selected exposure, psychological noice


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Perception

"eality


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Consumer perception #Perception is the process by $hich an individual selects, organi%es

or and interprets stimuli into a meaningful and coherent picture ofthe $orld# (Shiffman et al&, '), p& *+)

#Individuals see $hat they $ant to see and $hat they expect to see#

(Individual perception causes people to act or react

he individual-s reality is an individual perception based on needs,

$ants, values and personal experience Perception is not al$ays conscious&

Subliminal perception belo$ consciousness, above absolute threshold

Mar.eters/ 0no$ledge of the notion of perception and relatedconcepts enables mar.eters to develop advertisement that has abetter chance of being seen and remembered (attention andmemory by their target customers


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Perceptual selection 1ature of stimuli

2xpectations (previous experience

Motives

Selective perception (barriers

Selective exposure

Selective attention

Perceptual defense

Perceptual bloc.ing


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Perceptual organization People tend to organi%e stimuli into groups, $hich are

perceived as a unified $hole

3igure and ground 4rouping

5losure

C


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Perceptual distortions Distortions that tend to influence perception/

Physical appearances

Stereotypes 3irst impressions

6umping to conclusions

7alo effect


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&'ample: (nclusion o health) option on

a restaurant menu


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Perceived images and risks Product position and reposition

Distinctive brand image 89 Symbolic value of brands

Price perception :uality perception

Price;


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Brand perception


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Sensor) marketing Sight

Smell

aste

Sound

ouch


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&'ample: The use o scent in

advertising


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&'ample: the meaning o color


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Consumer learning2lements of learning/

Motivation > cues > response 8 reinforcement

$o schools/ !ehavioral learning theory;stimulus8response theory

?bservable behaviors in response to stimuli

5lassical conditioning/ "epetition, stimulus generali%ation, stimulus

discrimination Instrumental conditioning/ rial8and8error process

5ognitive learning theory

Learning as a function of purely mental processes

Information processing memory

Involvement theory

Desired outcome of learning (mar.eters/ Increased mar.edshares and brand8loyal customers


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"emor) * storing, rataining, retrieving

inormation

Sensory

Store

@or.ing

memory

(short term

store

Long8

term

store

Sensory

input"ehearsal 2ncoding "etrieval

3orgotten

lost3orgotten

lost

3orgotten

unavailable


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Attitude Attitude is learned

2xperience $ith product

2xperience $ith brand name (brand extension 2xperience $ith purchase and consumption of product

@ord8of8mouth information

Mass8media advertising, internet, direct mar.eting

Personality need for cognition

"elatively consistent (if consumers are free to act they

$ill act according to their attitudes


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Attitude 1ot necessarily permanent (can change

5hanging the consumer-s basic motivational function

Associating the product $ith a special group, event or cause "esolving t$o conflicting attitudes

Altering components of the multi8attribute model

5hanging consumer beliefs about competitors- brand Attitude is situation dependent

Satisfaction leads to positive attitude


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Attitude models ricomponent attitude model 5ognition > affect 8 conation

Multi8attribute attitude models Attitude to$ards an obBect as a function of consumers perception and

assessment of .ey attributes or beliefs

rying to consume 2xtended attitude model to accommodate consumers- goals

?utcome (purchase, possession, use or action is uncertain

hree outcomes/ *rying and succeeding, ' rying and failing, C heprocess of striving itself

Attitude to$ards the ads models

5ritic/In classical attitude theory, affect is more or less integrated as an

element in the central attitude variable&

he impact of affect is better accounted for by being representedseparately rather than as an aspect of attitude


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Theor) o reasoned action

Beliefs that the

behavior leads to

certain outcomes

Evaluation ofoutcomes

Beliefs that specific

referents think I

should or should not

perform behavior

Motivation to complywith the specific

referents

Attitude toward

the behavior

Subjective norms

Intention Behavior


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&thnocentrism as an inluence on

attitude!eliefs held by consumers about the appropriateness andmorality of purchasing foreign8made products

2xpressed through conscious preference for local product over

those imported from abroard or other regions $ithin the

country 89 even $hen that product has significant lo$er


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Antecedents and eects o

ethnocentrism Antecedents

Patriotism

Internationalism 5ollectivism

5ultural openness

Socio8demographic factors 1ationalism

5onservatism

2ffects of ethnocentrism Product;brand preferences

Attitude to$rds producer

Attitudes to$ards place of origin


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+ational and regional ethnocentrism:

Beer consumers in Poland 5riteria for choice/

aste

Price Local patriotism

@hat ma.es a brand polish/

Physical connection $ith Poland (made in Esing Polish ingrediences

raditional (Polish recipe

Attitude to$ards o$ner/ Male negative attitude& 1o transfer from company to products

3emale positive attitude

!rand image more important than o$nership


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"anagerial implications

!uild brand on regional identity may helpto reinforce the connection to consumers

throughout the country&


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"easuring ethnocentrism

3ull *F item scale see Schiffman et al

perception learning attitude 2016

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