Transcript Consumer Behaviour - Det Samfundsvidenskabelige Fakultet

Sensations
Perceptions
• Refers to the
immediate response of
our sensory receptors
(eyes, ears, nose,
mouth, fingers ) to
such basic stimuli as
light, colour, and
sound.
• Is the process by
which these sensations
are selected,
organized, and
interpretated. It focus
on what we add to or
take away from these
raw sensations as we
choose which to
notice, and then go
about assigning
meaning for them.
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Perception
• These sensations are absorbed by the consumers and used to
interpretate the surrounding world.
• Perception is especially interesting from an informationprocessing approach to the consumer, since it is the crucial
threshold through which the information that will be
processed will have to pass.
• Fig.2.1
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Perception
• The perception process is made up of three stages:
– Exposure
– Attention
– Interpretation
E.g.: Benetton; Sunlight
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The Sensory System
• External stimuli, or sensory inputs, can be
received on a number of channels.
– The inputs picked up by our five senses
constitute the raw data that begin the perceptual
process. (jingles, softness, new flavour, smell...)
– Hedonic consumption are the multi sensory,
fantasy, and emotional aspects of consumers’
interaction with products.
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Vision
• Advertising, packaging, store design.
• The power of colours
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–
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colour consultants
impact on emotions
trade dress. E.g.: Kodak.
black, red, blue, green, yellow, cyan, orange
E.g.: make-up in Mexico; Castello Bianco
“A picture is worth a thousand words”
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Smell
• Odours can stir emotions or………... create a
calming feeling!!!
• Odours can invoke memories or…..relieve stress!!
• Smell is a direct line to feelings of happiness,
hunger, and even memories of happy times.
• Fragrance is processed by the limbic system=the
most primitive part of the brain=the place where
immediate emotions are experienced.
• Some of our reactions to odour depends on our
cultural backgrounds
• E.g.: Chanel n.5;Japanese construction company; clothes.
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Sound
• Many aspects of sound affect people’s feelings and
behaviour.
• Background music.
• C.D; Pringles
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Touch
• More research needs to be done
• Moods are stimulated or relaxed on the basis of
sensations of the skin.
• E.g.: massage, wind
• GB vs. France
• North vs. South
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Taste
• “Flavour houses” try to develop new taste to
please the ever changing and demanding palates of
consumers.
• Ethnicity affects taste preferences.
• E.g.: examination; Pepsi vs. Coca-cola
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Exposure
• Is the degree to which people notice a stimulus that is within range
of their sensory receptors.
• Some consumers can pick up sensory information better than others.
• Threshold is the lowest intensity of a stimulus that can be
registered on a sensory channel by the receptor.
E.g.: North-western National Bank.(100/120.000)=10dolars
• Absolute threshold refers to the minimum amount of stimulation
that can be detected on a sensory channel.
•
E.g.: the sound emitted by a dog whistler is beyond our absolute threshold.
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Exposure
• People selectively expose themselves to some stimuli
and filter out other stimuli.
• Experience (which is the result of acquiring information
over time), is one factor that determines how much
exposure to a particular stimulus a person accepts.
• Perceptual Vigilance is a factor in selective exposureconsumers are more likely to be aware of stimuli related
to their current needs. E.g.: buy a car; zipping.
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Exposure to Marketing stimuli
• Intentional exposure: goal-directed search for
information
• high level of involvement
• search depend on existing product knowledge
• Accidental exposure: marketing information
everywhere
• low level of involvement
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Perceptual Selection-people attend to only a
small portion of stimuli to which they are exposed.
• Consumers are often in a stage of Sensory
overload, exposed to far more information than
they are capable or willing to process => very
selective to what they pay attention to.
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Stimulus Organization
• Our brains tend to relate incoming sensations to others
already in our memory based on some fundamental
organizational principles.
• These principles are based on GESTALT Psychologymeaning is derived from totality.
• The Clousure principle-people tend to perceive an
incomplete picture as complete.
• The principle of Similarity-group objects that share
similar characteristics.
• The Figure-Ground principle-One part of the
stimulus will dominate (the figure/background)
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Attention
• Attention refers to the extent to which processing
activity is devoted to a particular stimulus.
• A goal of media is to buy and sell attention.
E.g.: Toys; angle-meter; Amazon.
• Exposure does not necessarily create conscious attention
(unconscious).
• Determinants of selective attention
– affective states
– involvement (situational vs. self-relevance).
– Exposure intensity
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Adaptation
• Adaptation is the degree to which consumers notice a
stimulus over time. To much = not paying attention!!
• several factors lead to adaptation:
1)intensity
2)duration.
3)discrimination
4)exposure
5)relevance
E.g.: Coca-Cola; Bookend Ads; black & white; art vs.
information
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Interpretation
• Refers to the meaning that we assign to sensory stimuli.
note: the elephant and the blind
• Different consumers=>different schemas/beliefs =>different
stimuli perceived=>different meanings
• Polysemy indicates that each sign conveys a number of
meanings- it’s up to us to determine the meaning based on
our experiences, expectations, and needs.
• E.g.: pyjama man
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The role of symbolism in interpretation
• E.g.: All Saints and Pre-pay phone service
• Semiotics examines the correspondence
between signs and symbols and the assignment of
meaning. E.g.: Marlboro-fig.2.3
• Object (the product that is the focus of the message).
• Sign (the image that represents the intended
meaning).
• Interpretant (the derived meaning).
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Signs &Objects
Relation:
Incon- resembles the product in some ways
Index-is related to the prod. by shared characteristics.
Symbol- is related to the product by convention or
by agreement by members of a society.
E.g.: Holland; Shell; Lacost; Paris; Playboy; Citroen...
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Positioning Strategy:
• Products are interpreted in a double context:
1)within a given product category
2) in the light of existing brands
• Dimensions used to establish a brand’s position:
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Lifestyle- Jaguar
Price leadership-L’Oreal Noisome face cream
Attributes-Sunset
Product class-Mazda Miata
Competitors-Carlsberg
Occasions- Wrigley's gum
Users-Lego young target
Quality-Ford
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