Week 5

Question 1

Learning vs perception

Answer 1

Learning is a change in behaviour resulting from the interaction between a person and a stimulus.

Perception is the opinions, feelings, and beliefs customers have about your brand.

Question 2

Elements of consumer perception

Answer 2

Exposure
Attention
Comprehension

Question 3

Phases of the consumer perception process

Answer 3

Stimuli –> Sensation –> Meaning –> Perception

Question 4

Subliminal perception

Answer 4

Experienced by a consumer when they perceive a marketing message without their conscious awareness.

Supposed to occur when a stimulus is too weak to be perceived yet a person is influenced by it

E.g., Coca cola’s shapely bottle. One of the most recognisable shapes on the planet, but many people believe it is designed to look like a shapely woman.

Question 5

Organisation reactions

Answer 5

Assimilation – taking in and fully understanding information

Accommodation – adapting or adjusting to someone or something

Question 6

Selective perception

Answer 6

Selective exposure (people’s tendency to FAVOUR information that confirms their existing beliefs and avoid information that contradicts them).

Selective attention

Selective distortion (the tendency to INTERPRET information in a way that supports existing beliefs or perceptions).

Question 7

Ways to enhance attention from consumers

Answer 7

Intensity
Contrast
Movement
Surprise
Size
Involvement
Personalisation

Question 8

JND (Just noticeable difference)

Answer 8

Described as “the smallest difference that may be recognised between two stimuli”

Question 9

JND marketing implications

Answer 9

Pricing
Quantity
Quality
Add-on purchases
Product design change (how much to improve product design before consumers will choose it over competitor)

Question 10

Intentional vs unintentional learning

Answer 10

Intentional learning: consumers set out to specifically learn information devoted to a certain subject.

Unintentional learning: consumers simply sense and react (or respond) to the environment

Question 11

Classical conditioning

Answer 11

Theory of psychology that refers to learning through repetition. Ultimate goal is to create a spontaneous response to a particular situation by repeatedly exposing a subject (consumer) to a specific stimulus (a brand, product, or service).

Question 12

Operant conditioning

Answer 12

Method of learning that uses rewards and punishments to modify behaviour, through operant conditioning, behaviour that is rewarded is likely to be repeated, and behaviour that is punishes will rarely occur.

Question 13

Nudge marketing

Answer 13

The way consumers can be influenced through subtle stimuli that do not involve deep and intentional cognitive processing.