MKT 400 Lecture Notes - Lecture 2: Just-Noticeable Difference, Behaviorism, Beignet
17 May 2018
School
Department
Course
Professor
Module 2
Perception and Strategic Planning
1. Understanding the Value of Perception in Marketing
2. Planning with Social Media
Learning & Perception & how the two are connected
Learning
➢ A change in behaviour resulting from the interaction
between a person and a stimulus
Perception
➢ A cosuer’s aareess ad iterpretatio of realit
➢ Perception is the process by which physical sensations,
such as sights, sounds, and smells, are selected, organized,
and interpreted.
➢ A perceptual map is a widely used marketing tool that
evaluates the relative standing of competing brands along
relevant dimensions.
➢ People have different thresholds of perception. A stimulus
must be presented at a certain level of intensity before it
can be detected by sensory receptors. A consumer's
ability to detect whether two stimuli are different (the
differential threshold) is an important issue in many
marketing contexts, such as when changing package
design, altering the size of a product, or reducing its price.
➢ Some of the factors that determine which stimuli (above
the threshold level) get perceived are the amount of
exposure to the stimulus, how much attention it
generates, and how it is interpreted. In an increasingly
crowded stimulus environment, advertising clutter occurs
when too many marketing-related messages compete for
attention.
➢ Each stimulus is not perceived in isolation. It is classified
and organized according to the principles of perceptual
organization.
➢ The principle of perceptual organization is guided by a
gestalt or overall pattern.
➢
- Value involves learning and consumer learning begins
with perception
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- Learning can be intentional or unintentional.
Elements of consumer
Perception
Exposure
Attention
Comprehension
Phases of the Consumer perception process
1. Sensing
➢ A consumer senses stimuli to which he or she is exposed. Sensing is an
immediate response to stimuli that have come into contact with one of the
cosuer’s fie seses sight, sell, touch, taste or hearig
➢ Sensing alone does not allow a consumer to make senses out of something
2. Organizing
Cognitive Organization:
➢ Refer to the process by which the human brain assembles the sensory
evidence into something recognizable.
• An important part of perception
➢ Sorting task: Organizing objects into categories
3. Reacting
Organization Reactions
Assimilation
➢ Occurs when a stimulus has
characteristics such that
individuals readily recognize it
as an example of a specific
category.
➢ A light brown, slightly sticky,
sweet, round food with a hole
in the middle is easily
recognized as a doughnut.
Accommodation
➢ Occurs when a stimulus shares
some but not all of the
characteristics that allow it to
fit neatly in an existing
category
➢ At this point, the consumer will
begin processing which allows
exceptions to rules about the
category.
➢ Ex. In New Orleans, a tourist
may encounter a beignet
which is a type of doughnut
without the hole.
• Because the beignet
does not have a hole,
the tourist’s perceptual
process may have to
make an exception to
the rule that all donuts
hae hole’s
• Curiously, research
indicates that novel
stimuli that are mildly
incongruent with
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Perception and strategic planning: understanding the value of perception in marketing, planning with social media. Learning & perception & how the two are connected. A change in behaviour resulting from the interaction between a person and a stimulus. A co(cid:374)su(cid:373)er"s a(cid:449)are(cid:374)ess a(cid:374)d i(cid:374)terpretatio(cid:374) of realit(cid:455) Perception is the process by which physical sensations, such as sights, sounds, and smells, are selected, organized, and interpreted. A perceptual map is a widely used marketing tool that evaluates the relative standing of competing brands along relevant dimensions. A stimulus must be presented at a certain level of intensity before it can be detected by sensory receptors. A consumer"s ability to detect whether two stimuli are different (the differential threshold) is an important issue in many marketing contexts, such as when changing package design, altering the size of a product, or reducing its price.
