Selective Exposure
. Consumers actively seek out messages that they fi nd pleasant or to which they are sympathetic, and they actively avoid painful or threatening ones.
When a customer can differentiate between something and nothing of a stimulus it is known as?
CHAPTER SUMMARY
The minimal difference that can be perceived between two stimuli is called the differential threshold or
just noticeable difference (j.n.d.)
.
Is when consumers have a heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs?
Consumers exercise a great deal of
selectivity
in terms of the attention they give to commercial stimuli. They have a heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.
What is the consumer perception process?
Consumer perception is defined as
a process by which consumers sense a marketing stimulus, and organize, interpret, and provide meaning to it
. The marketing stimuli may be anything related to the product and/or brand, and any of the elements of the marketing mix.
What are the different stages in consumer perception process?
The perception process has three stages:
sensory stimulation and selection, organization, and interpretation
. Although we are rarely conscious of going through these stages distinctly, they nonetheless determine how we develop images of the world around us.
What is Weber’s law example?
Weber’s Law, also sometimes known as the Weber-Fechner Law, suggests that the just noticeable difference is a constant proportion of the original stimulus. For example,
imagine that you presented a sound to a participant and then slowly increased the decibel levels
.
What determines how an individual will interpret a given stimulus?
What determines how an individual will interpret a given stimulus? …
Individual characteristics of traits, learning/knowledge, and expectations play a role as do situation characteristics
. Also, stimulus characteristics such as stimulus traits and organization (proximity, figure-ground, and closure) play a role.
Why would a brand want to update its image?
Perhaps the most obvious reason to refresh a brand is that
its image has simply outgrown its effectiveness
. IBM is a great example of a brand that’s successfully evolved its image to match the changing nature of its product portfolio.
What are the sought after results of motivated behavior?
Goals
are the sought-after results of motivated behavior. The form or direction that behavior takes—the goal that is selected—is a result of thinking processes (cognition) and previous learning (e.g., experience). There are two types of goals: generic goals and product specific goals.
What two are sociocultural factors that influence consumer behavior?
The society’s culture such as
norms, convention, customs religion, festivity, class, lifestyle and other subculture
influence how individual consumers buy and use products, and help explain how groups of consumers behave.
What are the 5 stages of perception?
Perception occurs in five stages:
stimulation, organization, interpretation-evaluation, memory and recall
.
What are the four types of perception?
The vast topic of perception can be subdivided into
visual perception, auditory perception, olfactory perception, haptic (touch) perception, and gustatory (taste) percep- tion
.
What are the three elements of consumer perception?
Three concepts are intimately related to perception:
exposure, attention, and sensation
.
What kind of process is perception?
Perception is the
process of selecting, organizing, and interpreting information
. This process includes the perception of select stimuli that pass through our perceptual filters , are organized into our existing structures and patterns, and are then interpreted based on previous experiences.
What are the factors that influence consumer perception?
- Customer reviews. Ninety-three percent of customers read online reviews before purchasing. …
- Marketing. It’s likely not a big surprise that the way you showcase your brand through marketing has a big impact on how customers perceive you. …
- Company values. …
- Customer support quality.
What are the customer perception of quality?
In marketing, ‘customer perception’ refers to
customers’ awareness, their impressions, and their opinions about your business, products, and brand
. Customer perception is shaped by multiple variables, including direct and indirect interactions with your offerings.
