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Review
CHAPTER 6
6.1 Perception
• The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world
• Elements of Perception
1- Sensation
2- Absolute threshold
3- Differential threshold
4- Subliminal perception
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Six Slide
1. Sensation
• Sensation is the immediate and direct response
of the sensory organs to stimuli
– A stimulus is any unit of input to any of the senses.
Marketing Applications:
Sight
Sound
Smell
Touch
https://www.youtube.com/wat
ch?v=zyhks7Qu5A0
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Chapter Six Slide
2- The absolute Threshold
• The absolute threshold is the lowest level at
which an individual can experience a
sensation.
Implication to marketing:
- To change the advertising to avoid absolute threshold to
decrease.
• To use methods that will increase sensory input. E.g:
experiential marketing, sophisticated scented ads,
Sophisticated inserts and pop ups, Ambush advertising,
Product placement
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Chapter Six Slide
2- Absolute Threshold Marketing
Implications
•
•
•
•
•
Experiential Marketing
Sophisticated scented ads
Sophisticated inserts and pop ups
Ambush advertising
Product placement
James Bond Xperia
Replacement
https://www.youtube.com/watch?v=YygWUF3ufuE
https://www.youtube.com/watch?v=auq549lTiA
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Chapter Six Slide
3- Differential Threshold
(Just Noticeable Difference – j.n.d.)
• Minimal difference that can be detected between
two similar stimuli (perception is relative and
comparable)
• Weber’s law
– The j.n.d. between two stimuli is not an absolute
amount but an amount relative to the intensity of the
first stimulus
– The stronger the initial stimulus, the greater the
additional intensity needed for the second stimulus to
be perceived as different.
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Chapter Six Slide
Marketing Applications
of the J.N.D.
• Marketers need to
determine the
relevant j.n.d. for
their products
– so that negative
changes are not
readily discernible to
the public
– so that product
improvements are
very apparent to
consumers
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Betty Crocker symbol of General Mills
Chapter Six Slide
3- Subliminal Perception
• Stimuli that are too weak or too brief to be
consciously seen or heard
– They may be strong enough to be perceived by
one or more receptor cells.
• Is it effective?
– Extensive research has shown no evidence that
subliminal advertising can cause behavior changes
– Some evidence that subliminal stimuli may
influence affective reactions
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Chapter Six Slide
6.2 Aspects of Perception
1- Selection
2- Organization
3- Interpretation
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Chapter Six Slide
1 - Perceptual Selection
Selection Depends Upon:
Nature of the
stimulus
• Includes the product’s physical attributes,
package design, brand name, advertising and
more…
Contrast
Expectations
• Based on familiarity, previous experience or
expectations.
Motives
• Needs or wants for a product or service.
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Chapter Six Slide
Perceptual Selection
Important Concepts
Selective
Exposure
Selective
Attention
Perceptual
Defense
Perceptual
Blocking
• Consumers seek
out messages
which:
• Are pleasant
• They can
sympathize
• Reassure
them of good
purchases
• Heightened
awareness
when stimuli
meet their
needs
• Consumers
prefer different
messages and
medium
• Screening out
of stimuli which
are threatening
• Consumers
avoid being
bombarded by:
• Tuning out
• TiVo
12
• e.g: smokers
towards
cigarette
advertisements
Chapter Six Slide
2- Organization
Principles
• Figure and ground
• Grouping
• Closure
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Six Slide 13
3- Interpretation
Stereotypes
People tend to carry
biassed pictures in their
mind of the meanings or
various stimuli, called
stereotypes.
• People add their biased
pictures to the received
sensory stimuli and form
distorted impressions.
• People hold meanings
related to stimuli
• Triggers of strereotypes:
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
–
–
–
–
Physical appearences
Descriptive terms
First impressions
Halo effect
Chapter Six Slide 14
6.3 Consumer Imagery
• Consumers have a number of enduring images
or perceptions towards products or services or
brands.
• Products and brands have symbolic value for
individuals, who evaluate them with their
personal pictures of themlseves.
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Chapter Six Slide
Product Positioning
• Establishing a specific image for a brand in the
consumer’s mind in relation to competing
brands
• Poisitining is the unique position of a product
that occupies in consumers’ minds
• Conveys the product in terms of how it fulfills
a need
• Successful positioning creates a distinctive,
positive brand image
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Chapter Six Slide
Perceptual Mapping
• Perceptual Mapping enables marketers to
determine how tehy want ther product or
services to appear to cınsumers in relation to
competitors’ brands on one or more relevant
characteristics.
• An analytical technique that enables
marketers to plot graphically consumers’
perceptions concerning product attributes of
specific brands
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Chapter Six Slide
Perceptions
•
•
•
•
Perceived Quailty
Perceived Product
Perceived Price
Perceivedd Risk
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Chapter Six Slide
Perceived Risk
• The degree of uncertainty perceived by the
consumer as to the consequences (outcome) of a
specific purchase decision
• Types
–
–
–
–
–
–
Functional Risk
Physical Risk
Financial Risk
Social Risk
Psychological Risk
Time Risk
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Inc. Publishing as
19
Chapter Six Slide
QUIZ Q&A
1. The process by which an individual selects, organizes, and interprets stimuli
into a meaningful and coherent picture of the world is known as ________.
A) observation
B) perception
C) realization
D) rationalization
E) understanding
2. Products, packages, brand names, advertisements, and commercials are
examples of ________.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities
QUIZ Q&A
3. Two people driving together may spot a billboard at different times. This means they
have different ________.
A) absolute thresholds
B) differential thresholds
C) just noticeable differences
D) adaptation levels
E) sensory adaptations
4. Which of the following is true of the relationship between consumers' perceptions and
their expectations?
A) Stimuli that align closely with expectations tend to receive more attention than those that
conflict sharply with expectations.
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due
to the attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent of
their expectations.
D) Consumers tend to perceive products and product attributes according to their own
expectations.
E) What consumers expect to see is completely dependent on their previous first-hand
experience with the particular product or advertising medium.
QUIZ Q&A
5. ________ is a concept related to perception. People actively seek out messages that
they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
6. Canada requires tobacco firms to feature graphic health warnings on cigarette
packs. In a perception context, this is to try to combat ________ where people no
longer pay attention to the warning labels on packets.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
QUIZ Q&A
7. To simplify life, people have a natural tendency to select stimuli from the
environment and organize them into groups and perceive them as a
unified whole. In a perception context, this is known as ________.
A) perceptual defense
B) perceptual blocking
C) perceptual mapping
D) perceptual organization
E) selective perception
CHAPTER 7
Learning
• Relating one’s past knowledge
to present circumstances and
applying past and present
experiences to future
behavious.
• The process by which
individuals acquire the
purchase and consumption
knowledge and experience that
they apply to future related
behavior
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 25
Learning
Consumer learning; is a process continually evolves,
change as a result of knowledge or from actual
experience
Learning can be;
i. Intentional: acquired by searching
ii. Incidental: acquired by accidental
Consumer learning can be;
i. Simple almost reflexive responces
ii. Abstract concepts
iii. Complex problem solving
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 26
7.1 Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
• Unfilled needs lead to motivation and
spurs learning
• Stimuli that direct motives
• Consumer reaction to a drive or cue
• Increases the likelihood that a response
will occur in the future as a result of a cue
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 27
Two Major Learning Theories
Behavioral Learning
Cognitive Learning
• Based on observable
behaviors
(responses) that
occur as the result of
exposure to stimuli
• Stimulus- responce
learning
• Learning based on
mental information
processing
• Often in response to
problem solving
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 28
7.2 Behavioral Learning
1. Classical Conditioning: Automatic responce
to a situation built up through repeated
exposure.
2. Instrumental (Operant) Conditioning:
Learning occurs through trial and error
process, with habits formed as a result of
received reward from trial.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 29
Behavioral Learning
It is a process of
behavior modification
made famous by Ivan
Pavlov and his
experiments
conducted with dogs.
Classical/Pavlovian
Conditioning
Ivan Pavlov
1- Classical
Conditioning
• A behavioral learning theory
according to which a stimulus is
paired with another stimulus that
elicits a known response that serves
to produce the same response when
used alone.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 31
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Increases the
association between the
conditioned and
unconditioned stimulus
• Slows the process of
forgetting
• Advertising wearout is a
problem (optimum level
of advertising)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 32
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Having the same
response to slightly
different stimuli
• Helps “me-too”
products to succeed
• Useful in:
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
– product extensions
– family branding
– licensing
Chapter Seven Slide 33
Strategic Applications of
Classical Conditioning
Basic Concepts
• Repetition
• Stimulus
generalization
• Stimulus
discrimination
• Opposite of stimulus
generalization
• Selection of a specific
stimulus from similar
stimuli
• This discrimination is
the basis of positioning
which looks for unique
ways to fill needs
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 34
Reinforcement of Behavior
Positive
Negative
• Positive
outcome
• Strengthen
likelihood
• Negative
outcome
• Encourages
behavior
• e.g: Fear
appeals
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 35
Strategic Applications of
Instrumental Conditioning
•
•
•
•
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping e.g: test drive
Massed versus Distributed Learning
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 36
7.3 Information Processing and
Cognitive Learning
• Cognitive Learning
– Learning involves
complex mental
processing of
information
– Emphasizes the role
of motivation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 37
Information Processing and Memory
Stores - Figure 7.10
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 38
Involvement and Passive
Learning Topics
•
•
•
•
Definitions and Measures of Involvement
Marketing Applications of Involvement
Central and Peripheral Routes to Persuasion
Hemispheral Lateralization and Passive
Learning
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 39
Media Strategy
TV:
 Consumers are passively engaged in info process when wathcing TV.
 Low involvement information processing through non-verbal, pictorial
images
 When exposed to TV ads, the images stored in right brain
 Classical conditioning through repition; the product is paired wit visuals
 TV ads ensures product familiarity through repitions. Thus the visuals
are important to increase involvement.
Print:
 Consumers are activily engaged in info processing with the exposure of
verbal info. Hign involvement media
 Process complex sequence of cognitive stages
 Coginitive activity ensures long term memory and thus recall.
40
QUIZ Q&A
8. From a marketing perspective, the process by which individuals acquire
the purchase and consumption knowledge and experience that they apply
to future related behavior is known as ________.
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
9. In the marketplace, price, styling, packaging, advertising, and store
displays all serve as ________ to help consumers fulfill their needs in
product-specific ways.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
QUIZ Q&A
10. Classical conditioning and instrumental conditioning theory are examples of
________.
A) perception theories
B) behavioral learning theories
C) cognitive associative theory
D) involvement theory
E) cognitive learning theories
11. According to Pavlovian theory, ________.
A) learning can occur only when responses are overt
B) conditioned learning results when a stimulus that is paired with another stimulus that
elicits a known response serves to produce the same response when used alone
C) each aspect of the marketing mix must reinforce the others if cues are to serve as the
stimuli that guide consumer actions in the direction desired by the marketer
D) there is a limit to the amount of repetition that will aid retention
E) learning depends on the ability of individuals to generalize
QUIZ Q&A
12. ________ increases the strength of the association between a conditioned stimulus
and an unconditioned stimulus and slows the process of forgetting.
A) Feedback
B) Perceptual defense
C) Repetition
D) Generalization
E) Discrimination
13. From a marketer's perspective, ________ involves obtaining the desired result from
using a particular product or service.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
QUIZ Q&A
14. ________ involves developing a close, personalized relationship with
customers, and is one form of non-product reinforcement.
A) Relationship marketing
B) Copy testing
C) Involvement theory
D) Comprehension
E) Shaping
CHAPTER 8
Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 46
What Are Attitudes?
•
•
•
•
The attitude “object”
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 47
1- Tricomponent Attitude Model
Cognition
Figure 8.3
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Chapter Eight Slide 48
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
The knowledge and
perceptions that are
acquired by a
combination of direct
experience with the
attitude object and
related information
from various sources
Chapter Eight Slide 49
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
A consumer’s
emotions or feelings
about a particular
product or brand
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 50
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
The likelihood or
tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object. Intention to
buy
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 51
AttitudeToward-theAd Model
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 52
8.3 Issues in Attitude Formation
• How attitudes are learned
– Conditioning and experience
– Knowledge and beliefs
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 53
Issues in Attitude Formation
• Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 54
8.4 Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product with an Admired Group or Event
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs about Competitors’ Brands
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 55
Changing the Basic Motivational Function
Utilitarian
Egodefensive
Valueexpressive
Knowledge
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 56
Attitude Change
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute e.g Listerine, Gummy Bear
Vitamins
– Changing the overall brand rating. e.g: Verizon
• Changing Beliefs about Competitors’ Brands e.g:
Mobil
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 57
QUIZ Q&A
15.According to the ________, attitudes consist of three major components: a
cognitive component, an effective component, and a conative component.
A) dual mediation model
B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach
16.The ________ component of the tricomponent attitude model includes a
consumer's emotions or feelings about a particular product or brand.
A) conative
B) objective
C) cognitive
D) affective
E) situational
QUIZ Q&A
17. The primary means by which attitudes toward goods and services are formed is
through ________.
A) vicarious learning
B) environment
C) direct experience
D) genetic predisposition
E) self defense
18. Marketers that offer coupons and free samples of new products to entice consumers
to try them understand the importance of ________ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience
QUIZ Q&A
19.Ads for cosmetics and personal care products acknowledge the fact that
people want to protect their self-images from inner feelings of doubt. This is
consistent with which basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
20."The largest selling brand" and "the one all others try to imitate" are claims
used by companies trying to change attitudes by using the following
strategy:
A) changing the relative evaluation of attributes
B) changing brand beliefs
C) adding an attribute
D) changing the overall brand rating
E) changing consumers' subjective norms
CHAPTER 9
9. 1 The Source as the Initiator
Formal
Communication
Source
•Marketer or
organization
Informal Source
•A parent, friend or
other consumer
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 62
The Source Impersonal and Interpersonal Communications
1. Impersonal Communication
Communication of organisations
through avdertising, Public
Relations, spokepersons.
2. Interpersonal Communication
One to one communication
- Formal sources: sales person
- Informal sources: peers that
consumers communicate face to
face or via electronic means.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 63
Source Credibility
• Source Credibility:
The perceived honesty and credibility of the source of
communication has influence of on the acceptance of
the info by receiver.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 64
The Source - Rererence Groups:
• Reference Groups
– Normative: Influencing defined values or behaviour
– Comparative: Benchmark spesific but narrow part
of ones lifestyle.
– Membership:
– Symbolic: the consumer
is not member but takes
the values anf attitutes
of the group
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 65
The Source: Informal Sources
• Informal Sources
– Opinion leaders:
category spesific opinion
leaders or influencers.
– Word of Mouth: Two
way communication.
• Take place face to face,
through online, telephone
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 66
The Source:
Word of Mouth as an Informal Source
• Word of Mouth and
eWOM
– Two-way communication
– Social networks
– Brand communities:
Online forums
– Message boards and
Blogs
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 67
The Source
Word of Mouth – Strategic Applications
• Buzz Agents
• E-ferrals and
recommendations:
sending notices about
ones selections
• Viral Marketing
Online viral campaigns need to be
managed carefully to tackle negative
comments
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 68
Credibility of Formal Sources
Endorser Effectiveness
Effectiveness is related to the message and its ease of
comprehension
Synergy between the endorser and the product types
is important. (Match up theory)
Endorser’s demographic characteristics should be
similar to the target
Endorser credibility is not a substitute for corporate
credibility
Endorser’s words must be realistic for them
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Nine Slide 69
Credibility of Formal Sources
Other Credibility Sources
Vendor
Credibility
Medium
Credibility
• The reputation of
the retailers
• The credibility of
the magazine,
website, or radio
station
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Effects of time
• The sleeper effect:
Disassociation of the
mesage from the
source over time.
Phenomenon when
the consumer does
not remember the
source
Chapter Nine Slide 70
QUIZ Q&A
21. The sources of ________ are organizations that develop and transmit appropriate
messages through their marketing departments, advertising or public relations
agencies, and spokespersons.
A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication
22. The key factor underlying the persuasive impact of a personal or interpersonal
message received from either a formal or informal source is ________.
A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message
QUIZ Q&A
23. ________ reference groups influence broadly defined values or behavior.
A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic
24.The process by which one person informally influences the actions or
attitudes of others is known as ________.
A) targeting
B) positioningThe Source: Informal Sources
C) opinion leadership
D) referencing
E) blogging
QUIZ Q&A
25. ________ consists of encouraging individuals to pass on an e-mail
message to others, thus creating the potential for exponential growth in the
message's exposure and influence.
A) Buzz marketing
B) Viral marketing
C) Branded marketing
D) Opinion leadership
E) Publicity
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