Lecture Unit 5: Consumer perception (2/2) Flashcards
What are the 3 aspects of interpretation?
- It is generally a relative process rather than absolute – perceptual relativity
- It tends to be subjective and open to a host of psychological biases
- It can be a cognitive “thinking” process or an affective “emotional” process
What is “cognitive thinking process“ (interpretation)?
= is a process whereby stimuli are placed into existing categories of meaning (e.g. to pigeonhole somebody)
What is affective thinking process (interpretation)?
is the emotional or feeling response triggered by a stimulus such as an ad
What are the 3 characteristice that determine interpretation?
- Individual
- situational
- stimulus
What is individual characteristics? (3 characteristics that determine interpretation)
Individual characteristics: traits, learning and knowledge, expectations
What is situational characteristics? (3 characteristics that determine interpretation)
Situational characteristics:
- the situation provides a context within which the focal stimulus is interpreted
- contextual cues present in the situation play a role in consumer interpretation independent of the actual stimulus
What is stimulus characteristics? (3 characteristics that determine interpretation)
Stimulus characteristics: traits, organization (proximity, closure, figure-ground), changes
Individual characteristics: What are traits?
- Physiological and psychological traits drive our needs and desires
- These traits influence how a stimulus is interpreted
Individual characteristics: Traits: What are physiological and psychological traits?
Physiological: consumers differ in their sensitivity to stimuli e.g. taste
Psychological: consumers have natural cognitive, emotional and behavioral predispositions, e.g. affect intensity
Individual characteristics: What is meant with “learning and knowledge”?
- meanings attached to such natural” things as time, space, relationships, colours are learned and vary widely across cultures
- Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them
What is the relationship between expectations and interpretation?
- Interpretations tend to be consistent with expectations, an effect referred to as the expectation bias
- Consumers often evaluate the performance of a well-known brand as higher than that of an identical product with an unknown brand name
Why are brands important in the context of interpretation?
= brands create expectations and can thus bias perceptions
What are consumer inferences?
An inference goes beyond what is directly stated or presented
- quality signals
- interpreting images
What are quality signals?
- Price-perceived quality
- Advertising intensity
- Warranties
- Country of origin
- Brand effects
What is important about retail strategy?
- Store interiors are designed with frequently purchased items separated to expand the time of exposure
- Other important aspects of retail environment: shelf space and position, scent
Media strategy: What is the relationship between involvement and media exposure/strategy? (high/low involvement)
High involvement:
- ads should be placed in media outlets with content relevant to the product
Low involvement:
- products should be placed in media outlets that are frequented by the target market
Media strategy: What are target markets?
= have different media preferences which can be used to select media outlets
What are the 2 taks of advertisements?
- capture attention
- convey meaning
What is important about package desing and labeling?
- Bright colors, tall packages, and unusual shapes
- can attract attention, convey meaning, and influence consumption
What is the impact of consumer involvement and media strategy
consumer involvement can drive media exposure and strategy
Perception and marketing strategy:
What are linguistic considerations? And branding strategies?
linguistic considerations: semantic meaning, phone es(sound)
Branding strategies: brand extension, co- branding
What is information processing?
Information Processing is a series of activities by which stimuli are perceived, transformed into information, and stored
What are the 4 steps of a information processing model? What constitutes perception?
Exposure > Attention > Interpretation > Memory
The first three constitute perception
What do marketers use the knowledge about perception for?
Knowledge about perception is used by marketer to enhance strategies in a number of areas including retailing, branding, advertising, and packaging
