Consumer Learning Starts Here: Perception
Chapter 3
Consumer Learning Starts Here: Perception
Learning Outcomes
After studying this chapter, the student should be able to:
L01 Define learning and perception and how the two are connected.
L02 List and define phases of the consumer perception process.
L03 Apply the concept of the JND.
L04 Contrast the concepts of implicit and explicit memory.
L05 Know ways to help get a consumer’s attention.
L06 Understand key differences between intentional and unintentional learning.
Lecture NOTES
LO1. Define learning and perception and how the two are connected.
Defining Learning and Perception
Value is important to the discussion of consumer behavior and cannot be communicated without consumer learning and perception. Learning refers to a change in behavior resulting from the interaction between a person and a stimulus. Perception is how the consumer is aware of and interprets reality.
Consumer Perception
An issue important to consumer researchers is: what’s more important, perception or reality? This is important to understand since the way a consumer perceives something greatly influences learning.
Exposure, Attention, and Comprehension
There are three elements of consumer perception: exposure, attention, and comprehension. Exposure brings a stimulus in close proximity to a consumer to be sensed by one of the five human senses. Attention is the consumer’s allocation of information-processing capacity toward the stimulus to develop an understanding of it. Comprehension occurs when consumers attempt to derive meaning from the information they receive.
LO2. List and define phases of the consumer perception process.
Consumer Perception Process
The three phases of consumer perception include: sensing, organizing, and reacting.
Sensing
This is an immediate response to stimuli that have come into contact with one of the five senses. When a consumer reads a Tweet from someone he or she is following, the perceptual process goes
Consumer Learning Starts Here: Perception
Learning Outcomes
After studying this chapter, the student should be able to:
L01 Define learning and perception and how the two are connected.
L02 List and define phases of the consumer perception process.
L03 Apply the concept of the JND.
L04 Contrast the concepts of implicit and explicit memory.
L05 Know ways to help get a consumer’s attention.
L06 Understand key differences between intentional and unintentional learning.
Lecture NOTES
LO1. Define learning and perception and how the two are connected.
Defining Learning and Perception
Value is important to the discussion of consumer behavior and cannot be communicated without consumer learning and perception. Learning refers to a change in behavior resulting from the interaction between a person and a stimulus. Perception is how the consumer is aware of and interprets reality.
Consumer Perception
An issue important to consumer researchers is: what’s more important, perception or reality? This is important to understand since the way a consumer perceives something greatly influences learning.
Exposure, Attention, and Comprehension
There are three elements of consumer perception: exposure, attention, and comprehension. Exposure brings a stimulus in close proximity to a consumer to be sensed by one of the five human senses. Attention is the consumer’s allocation of information-processing capacity toward the stimulus to develop an understanding of it. Comprehension occurs when consumers attempt to derive meaning from the information they receive.
LO2. List and define phases of the consumer perception process.
Consumer Perception Process
The three phases of consumer perception include: sensing, organizing, and reacting.
Sensing
This is an immediate response to stimuli that have come into contact with one of the five senses. When a consumer reads a Tweet from someone he or she is following, the perceptual process goes