Lesson 3: customer/ consumer behavior

Question 1

What is Consumer Behaviour?

Answer 1

• focuses on the predictability of the processes and behaviour involved when people purchase and use products and services.
• an interdisciplinary science and it combines theories and research methods from the human sciences Psychology, Sociology and Anthropology with Economics and Management.

• establishing a broad understanding of
why consumers think, feel and behave the way they do now, and how this is impacted by and impacting on the society as a whole

Question 2

“Black Box”:

Answer 2

what is happening -between the input of marketing stimuli (such as advertising, product launches, promotions), and their outcome such as sales, satisfaction, loyalty, reputation), and how it happens …

Question 3

main components that affect our behavior and

their mutual interaction (6)

Answer 3

perception, attitude, motivation, learning, culture and reference groups.

Question 4

Perception is

Answer 4

the process by which the immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to such basic stimuli as light, color, sound, odor, taste and textures are selected, organized, and interpreted to give them meaning

Question 5

3 stages of perception:

Answer 5

• exposure, I “see” the advertising
• attention, I “look at it”
• sensation, I “understand and decide to give it a try”

of the stimulus.

Question 6

stage 1: EXPOSURE

Answer 6

occurs when a stimulus comes within the range of someone’s sensory receptors.
- will only be processed into a sensation when the stimuli passes the threshold

Question 7

absolute threshold

Answer 7

refers to the minimum amount of stimulation that can be detected on a sensory channel,

• is situational.
• is individual.

Question 8

differential threshold

Answer 8

refers to the ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the JND or just noticeable difference

Question 9

Weber-Fechner Law demonstrates that

Answer 9

the (1) stronger the initial stimulus, the greater the change must be for it to be noticed, and (2) this JND is different from one person to another

Question 10

Both the absolute and the differential threshold are

supraliminal thresholds, meaning

Answer 10

that the stimulus is ”above the threshold” of consciousness or sensation, however small the stimulus may be

Question 11

Subliminal threshold

Answer 11

–the opposite of supraliminaloccurs when the stimulus is below the level of the consumer’s awareness

Many urban legends of subliminal messages circulate but there is more than meets the eye

Question 12

discouraging factors of (subliminal) sthreshold are:

Answer 12

• Individuals have wide differences in their threshold levels.
• Advertisers cannot control many important variables (such as viewing distance from the television screen).
• Viewers must give their absolute attention, most do not

Question 13

Communication can be simply defined as a 4-step process:

Answer 13

1. The Sender, forms a message.
2. That message is transmitted via a “code” to the receiver.
3. The Receiver, decodes the “code”, processes the information, forms a message and encodes it back.
4. The Receiver sends the message back to the Sender who should confirm the receipt and feed-back. The process starts a 2nd cycle

Question 14

coding and decoding always are affected

even undermined by 2 boycotting factors:

Answer 14

1. External distraction or Noise: situational interfering factors
2. Internal distraction or Bias: individual interfering factors

Question 15

EXTERNAL DISTRACTION or NOISE

Answer 15

• Physical distraction such as noises made by others, bright lights, spam and pop-up ads, extreme temperatures and crowded conditions, ringing phones,
• Semantic distraction exists when words themselves are not mutually understood such as technical jargon, foreign languages, overloaded texts

-> can more or less be controlled in marketing
communication

Question 16

. INTERNAL DISTRACTION or BIAS

.

Answer 16

• Psychological bias refers to qualities in us that affect how we communicate and interpret others

-> is difficult to control

Question 17

content (of coding and decoding)

Answer 17

1. Denotative, The message is perceived objectively

2. Connotative, The message is perceived subjectively

Question 18

Consciousness (of the coding and decoding)

Answer 18

1. Supraliminal, The message is above the threshold
   of sensory awareness.
2. Subliminal, The message is not recognized or understood by the conscious mind, but still having an influence on it.

Question 19

DENOTATIVE versus CONNOTATIVE

Answer 19

The denotation of a word or phrase is
• its explicit or direct standardized meaning within a specific language.

The connotation of a word or phrase
• is the associated or secondary meaning; it can be something suggested or implied by a word or thing, rather than being explicitly named or described.
• depends on cultural context and personal associations

Question 20

SUPRALIMINAL versus SUBLIMINAL

Answer 20

Supraliminal message:
- a demonstration in a public space

Subliminal message:

• openly competing against others in a public space
• The Sense Company

Question 21

Stage 2: Attention refers to

Answer 21

the extent to which processing activity is devoted to a particular stimulus. attention is like a gate for stimuli: either they pass through or the do not

Question 22

involuntary attention

Answer 22

Sometimes, we do not want to contact any stimulus, but we have not any choices like hearing jingles our been presented ads when browsing the net.

Question 23

Perceptual selection or filtering

Answer 23

means that people attend to only small portion of stimuli to which they are exposed. Personal and stimulus factors help to decide which stimuli will be received and which will be avoided.

(These filters include perceptual vigilance and
perceptual defense)

Question 24

perceptual vigilance

Answer 24

i.e. consumers are more likely to be aware of stimuli that relate to their current needs

Question 25

perceptual defense

Answer 25

i.e. consumers may not process, or distort, the meaning of a threatening, unpleasant or offensive stimulus.

Question 26

cognitive dissonance

Answer 26

• i.e. the mental discomfort or psychological stress experienced by a person who is confronted with two or more contradictory beliefs, ideas, or values
• happens when Forcing perceptual defence, what many marketing stimuli tend to do.

Question 27

Gestalt perception

Answer 27

One perceives a cohesive whole rather than separate elements. th ‘whole’, ‘entity’, ‘totality’

Question 28

Gestalt perception– laws or principles

Answer 28

• Proximity, are close3
• Similarity, are similar
• Symmetry: are harmoniously proportioned
• Prägnanz, are perceived before complex
• Figure/Ground: elements in the foreground are separated from those in the background.
• Closure: open elements are closed
• Enclosure: elements inside borders
• Continuity: alligned elements
• Common Fate: are pointed in the same direction

Question 29

The law of proximity

Answer 29

maintains that humans tends to visually group units or

shapes together if they are close to each other.

Question 30

The law of good figure (Prägnanz)

Answer 30

• ’Prägnanz’ meaning ”conciseness”.
• law of simplicity. The human brain will ensure that the least mental effort has a priority and prevents us from being overwhelmed by information overload.

Question 31

The law of similarity

Answer 31

The principle of similarity states that if objects or units look similar to one another, then they will be visually perceived as part of a group, structure or pattern.

Question 32

The law of symmetry

Answer 32

this rule suggests that objects that are symmetrical with each other will be more likely to be grouped together than objects not symmetrical or parallel with each other.

Question 33

The law of continuity or continuation

Answer 33

states that humans seek relationships between units and therefore will follow shapes and lines even beyond their ending points.

Question 34

The law of figure-ground

Answer 34

helps to explain which element in a design will
immediately be perceived as the figure and which will be perceived as the ground.

• when you can see two different shapes in figure

Question 35

The law of closure

Answer 35

The law of closure exists when human perception tends to see complete, whole figures, even if there are gaps or missing pieces of information.

Question 36

The law of enclosure

Answer 36

stipulates that elements collected within a boundary-like structure are perceived as a group.

• three different thing look alike so you make them the same in you thoughts, same2 group

Question 37

The law of common fate

Answer 37

We perceive items or objects moving (or appearing to move) in the same direction as related to each other, more so than elements that are stationary or 5appear to be moving in different directions

Question 38

Stage 3: Sensation

Answer 38

deals with the transmission of the information collected by the sensory receptors to the brain