Lesson 3: customer/ consumer behavior Flashcards
What is Consumer Behaviour?
- 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
“Black Box”:
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 …
main components that affect our behavior and
their mutual interaction (6)
perception, attitude, motivation, learning, culture and reference groups.
Perception is
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
3 stages of perception:
- exposure, I “see” the advertising
- attention, I “look at it”
- sensation, I “understand and decide to give it a try”
of the stimulus.
stage 1: EXPOSURE
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
absolute threshold
refers to the minimum amount of stimulation that can be detected on a sensory channel,
- is situational.
- is individual.
differential threshold
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
Weber-Fechner Law demonstrates that
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
Both the absolute and the differential threshold are
supraliminal thresholds, meaning
that the stimulus is ”above the threshold” of consciousness or sensation, however small the stimulus may be
Subliminal threshold
–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
discouraging factors of (subliminal) sthreshold are:
- 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
Communication can be simply defined as a 4-step process:
- The Sender, forms a message.
- That message is transmitted via a “code” to the receiver.
- The Receiver, decodes the “code”, processes the information, forms a message and encodes it back.
- The Receiver sends the message back to the Sender who should confirm the receipt and feed-back. The process starts a 2nd cycle
coding and decoding always are affected
even undermined by 2 boycotting factors:
- External distraction or Noise: situational interfering factors
- Internal distraction or Bias: individual interfering factors
EXTERNAL DISTRACTION or NOISE
- 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
. INTERNAL DISTRACTION or BIAS
.
• Psychological bias refers to qualities in us that affect how we communicate and interpret others
-> is difficult to control
content (of coding and decoding)
- Denotative, The message is perceived objectively
2. Connotative, The message is perceived subjectively
Consciousness (of the coding and decoding)
- Supraliminal, The message is above the threshold
of sensory awareness. - Subliminal, The message is not recognized or understood by the conscious mind, but still having an influence on it.
DENOTATIVE versus CONNOTATIVE
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
SUPRALIMINAL versus SUBLIMINAL
Supraliminal message:
- a demonstration in a public space
Subliminal message:
- openly competing against others in a public space
- The Sense Company
Stage 2: Attention refers to
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
involuntary attention
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.
Perceptual selection or filtering
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)
perceptual vigilance
i.e. consumers are more likely to be aware of stimuli that relate to their current needs
perceptual defense
i.e. consumers may not process, or distort, the meaning of a threatening, unpleasant or offensive stimulus.
cognitive dissonance
- 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.
Gestalt perception
One perceives a cohesive whole rather than separate elements. th ‘whole’, ‘entity’, ‘totality’
Gestalt perception– laws or principles
- 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
The law of proximity
maintains that humans tends to visually group units or
shapes together if they are close to each other.
The law of good figure (Prägnanz)
- ’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.
The law of similarity
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.
The law of symmetry
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.
The law of continuity or continuation
states that humans seek relationships between units and therefore will follow shapes and lines even beyond their ending points.
The law of figure-ground
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
The law of closure
The law of closure exists when human perception tends to see complete, whole figures, even if there are gaps or missing pieces of information.
The law of enclosure
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
The law of common fate
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
Stage 3: Sensation
deals with the transmission of the information collected by the sensory receptors to the brain
