consumer's awareness and interpretation of reality
having incentive close enough so that the customer can sense it with one of the five senses
focused part of information processing ability toward developing an understanding of a stimulus
attempt to derive meaning from information
Consumer Perception Process
Sensing, Organizing, Reacting
when one of the senses is exposed to an object, immediate response to stimuli
develop an interpretation and begin to comprehend
process by which the human brain assembles sensory evidence into something recognizable
when stimulus has traits that consumers recognize as belonging to a category
when stimulus shares some traits that help categorize with exceptions
when stimulus does not fit within a category
physical and mental responses to stimuli
screening out certain stimuli and purposely exposing oneself to others
process of paying attention to certain stimuli
ways human brain deals with low strength stimuli
results from subliminal processing
strength of a stimulus must be larger so that is can be noticed (subliminal)
Just Noticeable Difference (JND)
one stimulus is much stronger than another so that someone can notice that the two are not the same
Factors that Enhance Consumers' Attention
Intensity of Smell, Contrast, Movement, Surprising Stimuli, Size of Stimuli, Involvement
Behavioral Approach to Learning
focuses on changes in behavior due to association without concern for the cognitive procedure of the learning process
focuses on changes in thought and knowledge and how they speed up behavioral changes
when consumers set out to learn information about a subject
when behavior is modified through consumer stimulus contact without any effortful part of cognitive processing ability toward that stimulus
change in behavior that occurs through associating a stimulus with another stimulus that naturally causes some reaction, type of unintentional learning
behavioral response can be trained through support, punishment or rewards associated with good or bad behavior
Factors Affecting Consumer Comprehension
Message, Message Receiver, Environmental
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