LEARNING

OBJECTIVES

1. Define perception and its process

SESSION 2
2. Explain important factors which may influence consumer perception
PERCEPTION & KNOWLEDGE
3. Define knowledge in general and consumer knowledge

4. Explain how knowledge is acquired and stored

5. Describe different ways marketers can learn about consumer perception

and knowledge, as well as their marketing implications

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INFORMATION PROCESSING
WHAT IS THIS?

Interactive
Simultaneous
Selective
PERCEPTION PERCEPTION

What is that?

Easy, Chom chom

(Rambutan)

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 COGNITIVE PROCESSES IN CONSUMER DECISION MAKING EXAMPLE OF COGNITIVE PROCESSES: Iphone 14 Pro

1. Exposure
Information-processing models 3. Interpretation 4. New knowledge:
identify a sequence of cognitive processes where each “the new Iphone must
have new PRO cameras.”
process transforms or modifies information and passes it
MY BRAIN
on to the next process, where additional operations take
place. 5. Retrieval: some old knowledge
Iphone is from Apple, a big brand.
I’m using Iphone 13 for more than 1 year.
Consumer decision making involves three cognitive 2. Attention It’s still working well but the color sucks.
processes:
• Interpretation of relevant information.
7. Behaviour: 6. Integration:
• Integration of knowledge. Evaluations: The new Iphone must have better performance.
Let’s go on to the Website to have
• Retrieval of product knowledge from memory. a look and maybe .. order. Attitude: I like it.
Product involvement: Phone is indispensable to me and it shows my style.
Intention: Maybe I should consider buying the new Iphone?
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EXPOSURE EXPOSURE = Getting through the perceptive defense

Exposure occurs when a stimulus is placed within a person’s

relevant environment and comes within range of his or her
senses. Selective
• Intentional exposure Consumers are highly selective and tend to avoid
• Accidental exposure marketing stimuli they think they don’t need. WHAT
DETERMINES
THIS?
Voluntary
Individuals can actively seek for marketing stimuli that
serve their purchase goals, entertainment, and
information.

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 INFORMATION PROCESSING

High vs Low Product involvement

Involvement
PERCEPTION refers to the personal relevance of a product in
consumers’ lives.

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EXPOSURE
Infomercials
1. Facilitate intentional exposure
The question is: Reviews

Making sure appropriate marketing

How can we maximize and/or maintain exposure of information is available when and where
the target segment to my marketing information? consumers want it.

1. Facilitate intentional exposure • Official information channel: website, Permission-based marketing

2. Maximize accidental exposure Facebook page, etc.

• Salespeople
3. Create appropriate level of exposure • Online/ phone support person
• Instructions on packaging
4. Main appropriate level of exposure

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 2. Maximize accidental exposure
Placing the marketing information in the environmental settings of
the target consumers.
• Locations
3. Create appropriate level of exposure
• Outdoor spaces: billboards, posters, etc.
• Spots in stores with high traffic • Exposure should be controlled by using a
• Appearing on various media channels highly selective distribution strategy.
• Maximum exposure is not always desirable.

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ATTENTION

Attention implies selectivity.

4. Maintain exposure Attending to certain information involves selecting it from

a large set of information and ignoring other information.
Characteristics of attention:
• Duration
• Repetition • Influenced by the consumers’ goals activated in the
situation
• Consumers are conscious of it.
è Always-on
• Consumers are alert and aroused to attend to
something.

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 ATTENTION: Levels ATTENTION: Influencing Factors

Individual Factors Stimuli Factors

Involvement Size
Motivational state guiding stimuli Intensity
selection for focal attention and Attractive visuals
comprehension.
Color & Movement
Affective states
Position
• Low arousal reduces the amount Isolation
and intensity of attention.
Format
• A state of high affective arousal can
Contrast & Expectations
narrow consumers’ focus of
attention and make attention more Interestingness
selective. Information quantity

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COMPREHENSION COMPREHENSION: Variations

Comprehension is the assignment of meaning to sensations.

How consumers relatively and subjectively comprehend and make • Comprehension can be automatic or
sense of incoming information of their behaviours and relevant aspects controlled
of their environment. • It may produce more concrete or more
abstract meanings
• It may produce few or many meanings
• It may create weaker or stronger
memories

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 Inferences during Comprehension INTERPRETATION: Influencing factors

Inferences are interpretations that

Knowledge in memory as the base
produce knowledge or beliefs that go
beyond the information given. • Consumers’ knowledge in determined in terms of
being an expert or a novice.
§ Quality Signals: price-perceived
• The meanings attached to such “natural” things as
quality; advertising intensity;
time, space, relationships, and colors are learned and
warranties
vary widely across cultures.
§ Interpreting Images: good visual image
Consumer Involvement
§ Missing Information and Ethical Has a major influence on consumers’ motivation to
Concerns: equal or lower, or higher comprehend marketing information at the time of
than the average exposure.
The colors of bright red and orange are used
in this Heinz’s ads to mean hot and spicy.

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MARKETING APPLICATIONS APPLICATIONS: Retail strategy for exposure

Butter/jam Bread

Maximize exposure with: Pleasant smell of

Sign about sauce baked cookies
§ Arrangements of products promotion
§ Point of purchase
§ Cross-promotions
Wine
Create pleasant store
environment for maintaining
time for exposure:
Booth of new milk
• Ambient scent
• Music

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 APPLICATIONS: APPLICATIONS:
Branding strategy for attention & Comprehension Logo development for attention & comprehension

Branding strategies Natural vs elaborate logo Symmetric & Asymmetric logo Typeface & Typographics
(Consumer inferences)

• Brand extension
• Line extension
• Multi-brand
• New brand
• Co-branding

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APPLICATIONS:
APPLICATIONS: Advertising & Media strategy
Packaging & Labeling for attention & comprehension

Advertising must perform two critical tasks:

• capture attention (utilizing stimulus characteristics)

Attract attention by using • convey meaning (containing appropriate message)
bright colors, tall packages,
unusual shapes

Eyetease changes ads shown on taxis

depending on the location of the each taxi.

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 KNOWLEDGE (Stored in memory)

General knowledge Procedural knowledge

§ People’s interpretations of relevant § Is about how to do things.
information in their environments. § Is stored in memory as a special type
Product knowledge § Is stored in memory as links or of “if . . . then. . .” proposition that
connections between two concepts. links a concept or an event with an
the various types of knowledge, § Is either episodic (personal events) or appropriate behavior.
KNOWLEDGE meanings, and beliefs about semantic (objects, events in
products that are stored in environment)

consumers’ memories.
If you like
H&M Leave a tip
Sale the massage
Store

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TYPES OF PRODUCT KNOWLEDGE Structure of Knowledge

Product/Brand as bundles of attributes
Attributes or (concrete/ abstract)
characteristics of - Most important attributes to consumers.
products - What they mean to consumers.
Cognitive systems create associative networks that organize
- How consumers use this knowledge

and link many types of knowledge together.

Positive negative Product/Brand as bundles of benefits.
consequences or
benefits of using
Functional consequences are tangible outcomes of using
a product that consumers experience rather directly. § Schemas contain mostly episodic & semantic general
products
Psychosocial consequences refer to the psychological
(or risks) and social outcomes of product use. knowledge.

Product/Brand as bundles of satisfiers. § Scripts are organized networks of procedural knowledge.

Values the product Instrumental: ways of behaving that have positive value
helps consumers for a person
satisfy or achieve. Terminal: states of being or psychological states
Core (Self-schema): knowledge about self-concept

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 Schema Scripts

Example schema of a product: Enter fast-food Pay and wait

Product characteristics restaurant for food
Usage situations
Related events
Affective reactions
Step up to the
Etc. Find table
counter

Give order to
counter Sit down & eat
attendant
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LEVELS OF PRODUCT KNOWLEDGE MEANS-END CHAINS OF PRODUCT KNOWLEDGE

A means-ends chain links

§ Product class
consumers’ knowledge about
§ Product form product attributes with their
§ Brands knowledge about consequences
§ Model/features and values to facilitate the
generation of self-relevance.

Four levels of means-end chain:

• Attributes
• Functional consequences
• Psychosocial consequences
• Values

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 Example HOW TO IDENTIFY CONSUMERS’ MEANS-END CHAINS

Usually measured by one-on-one personal interviews, involving

two steps:
1. Researcher must identify/elicit the product attributes most
important to each consumer.
2. Laddering - interview process designed to reveal how the
consumer links product attributes to more abstract
consequences and values.

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MEANS-END KNOLWEDGE & PRODUCT INVOLVEMENT HOW TO USE THE UNDERSTANDING OF PK & PI?

Consumers need to obtain certain level of means-end knowledge in

order to realize the relevance of the product (SELF-RELEVANCE) to their

lives. Identify the basic ends consumers seek when they buy and use certain products
• Product knowledge: Attributes & Functional benefits Self and brands; gives insight into consumers’ purchase motivations:
knowledge
• Self-knowledge: Psychological benefits & Values (Motivation Topic) § Better able to design product attributes that consumers will connect to important
consequences & values.
The level of involvement also depends on: § Influence consumers’ means-end knowledge of the product & the level of self-relevance
• Importance of self-relevance of the ends. they see from the product, using communication
Product
• Strength of connections between the product knowledge level and knowledge
the self-knowledge level.

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 Key take-aways

• Identify the basic ends consumers seek when they buy and use certain
products and brands; gives insight into consumers’ purchase motivations:
§ Better able to design product attributes that consumers will connect to important
consequences & values.
§ Influence consumers’ means-end knowledge of the product & the level of self-relevance
they see from the product, using communication

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