PSY603 Lecture Notes - Lecture 3: Classical Conditioning, Jamaican Dollar, Implicit Memory
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PSY603 Consumer Behavior
LECTURE 3
Perception:
Consumer’s awareness and interpretation of reality. Consumer make decision based on what
they perceive
Example would be the dress, some people saw yellow and some blue. This is only one dress but
perceptions were different. Now we had Yanny vs laurel.
Perceiving Value:
• marketing strategy- value creation
• webvan (online grocery shopping)- out of business 2001
Many investors but unable to generate enough consumers to see the value in their service,
bought by amazon- delivery service in Seattle
• grocerygateway ( logos)-Canada/ GTA
University students and elderly
Learning and Perception:
Changes in behavior resulting from interaction between person and stimulus, intentional or
unintentional
Consumer Perception:
Perception or reality?
The way an individual perceives something influences learning
Perceptions consumers develop do not always match the real world
Interpretation of reality
Interpret the environment
a. Perception: sensed by one of the 5 human sense
b. Sensation: immediate response to the information
c. Attention: purposeful allocation of information processing toward developing and
understanding. Consumer cannot pay attention to all stimuli exposed to
d. Comprehension: attempt to create meaning from information received.
Marketers hope that consumers comprehend info in the intended way
Consumers become aware and interpret environment
Seeing---organizing---reacting (repeats)
e. Sensing: immediate response to stimuli that have been exposed to one of the five sense,
e.g. Smell, feel, look, sound and taste like.
f. Cognitive organization: process that the human brain undergoes while assembling
sensory information into something it can recognize
Interpretation leads to comprehension of what the stimulus is, it give initial cognitive
meaning. Not everything can be organized easily. When our brains come into contact
through our sense, our brains have to do something with the information
• Assimilation: characteristics that individual easily recognize specific
• Accommodation: shares some, but not all of the characteristics of an existing category.
Further processing information to make exceptions to the rule
• Contrast: does not share any existing categories to allow categorization. Not generally
favored, associate with the negative feelings
Reacting:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Consumer make decision based on what they perceive. Example would be the dress, some people saw yellow and some blue. This is only one dress but perceptions were different. Perceiving value: marketing strategy- value creation, webvan (online grocery shopping)- out of business 2001. Many investors but unable to generate enough consumers to see the value in their service, bought by amazon- delivery service in seattle: grocerygateway ( logos)-canada/ gta. Changes in behavior resulting from interaction between person and stimulus, intentional or unintentional. The way an individual perceives something influences learning. Perceptions consumers develop do not always match the real world. Interpret the environment: perception: sensed by one of the 5 human sense, sensation: immediate response to the information, attention: purposeful allocation of information processing toward developing and understanding. Consumer cannot pay attention to all stimuli exposed to: comprehension: attempt to create meaning from information received. Marketers hope that consumers comprehend info in the intended way.
