CONSUMER

BEHAVIOR
WELCOME TO GROUP 4’ S PRESENTATION

Nguyễn Trịnh Hoàng Ngân

Huỳnh Ngọc Kim Hân
Lâm Tú Như

Thái Nguyễn Nguyệt Minh

Trương Thị Hồng Trang

 PERCEPTION

LEARNING
AND MEMORY
PERCEPTION
Sensation Stimulus Organization

Products and commercial messages

02 The field of semiotics helps us to
often appeal to our senses, but because
understand how marketers use
of the profusion of these messages we
symbols to create meaning.
don’t notice most of them.

The Stages of Perception

03 Perception is a three-stage
process that translates raw
stimuli into meaning.
SENSATION
Sensation: the immediate response of our sensory receptors
(eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as
light, color, sound, odor, and texture.

Perception: the process by which people select, organize, and

interpret these sensations.

Sensory inputs: which are the raw data that begin the perceptual
process become sensations and perceptions in the brain.

Marketers should appeal to senses so that their messages are more

effective.
 SENSORY
MARKETING
 VISION

Colors may even influence our emotions more

directly.
There are gender differences in color preferences.
• Males have strong personalities, they often
prefer dark colors and use products with that
color to show power.
• Females are drawn toward brighter tone, they
are the weaker sex.
 VISION
Color selection is a serious business for
brands. The color packaging determines
whether consumers will buy the product
or not because of their expectations
about what is inside the package.

At each different age,

customers will choose a
product with a different
color.
VISION

Trade dress: is the commercial look and

feel of a product or service that identifies
and distinguishes the source of the product
or service.

Each color brings different associations so marketers need to

reasonably apply it to product packaging to capture
consumer’s attention.
DOLLARS and
SCENTS

Odors stir emotions or One study found that a person who had seen
create a calming feeling. an advertisement for a product type and had
They invoke memories or exposed that product was more likely to try
relieve stress. alternatives in the product category.
Scents will also remind customers of the
brand’s attributes and they assume that the
value of the product will be many times
higher than the actual value of that product if
it is displayed in a pleasant fragrance
environment. 

Businesses explore connections among

smell, memory, and mood.
DOLLARS and
SCENTS
SOUND
Kelloggs

Businesses build characteristic sounds which

represent their identity and value in the private
way.

Music and other sounds affect people’s feelings

and behaviors. They are applied not only by
brands but also by stores.

Sound Symbolism: one of the brand's audio

builders, which can exist as a short audio clip
placed at the beginning or end of a promotional
video.
TOUCH
The endowment effect: Holding the product
with your hands creates a sense of ownership
that stimulates purchasing decisions and
researchers know that people value things more
highly if they own them.

The power of touch even translates to online

shopping but e-commerce exchanges can’t
radically replace physical point sale because it
doesn’t provide touch experience.
 TOUCH

Researchers even have shown that

touch can influence sales interactions
so it’s not natural that services such
as trying on clothes, trying on
products have become popular and
are “must have” in business.

Haptic senses or “touch” which is

the most basic of senses affect
product experience and judgment.
 Kansei engineering which is TOUCH
defined as 

An attractive product An ergonomic consumer-oriented

development technology technology

for new product development

fit to a consumer feeling and
based on consumer Kansei.
demands.

Kansei: Psychological image and feeling

 TASTE

Electronic Mouth: a sophisticated

electronic tongue for tasting and testing
the taste of the product.

All our senses interact with each other to

affect taste.

It’s great if you create dining experiences

for your consumers, for inedible products
or services, you can serve additional
products while waiting for service such
as cake or tea. 
 LEARNING and
MEMORY
4.1 4.2 4.3
Our brains process
We learn about
Conditioning information about
products by observing
results in learning brands to retain them
others’ behavior
in memory
 Augmented and Virtual
Augmented Reality (AR): refers to media
Reality
that superimpose one or more digital
VR which
layers of isdata,
a technology thatvideo
images, or was born
overa a
long time ago
physical provides a totally immersive
object.
experience that transports the user into an
In theseparate
entirely near future, you’ll live When
3D environment. in AR
youthrough
put on your smartphone
a special VR glassor tablet.
(3D glass),
you will see the computer-generated
environment around you, like you are
living
AR appsin it.open new worlds of information
(and marketing communications).
MEMORY 1. In the encoding stage, information
enters in a way the system will
recognize.

Memory is a process of 2. In the storage stage, we integrate this

acquiring information and knowledge with what is already in
storing it over time. memory and “warehouse” it until it is
needed.

3. During retrieval stage, we access the

desired information.

We combine this internal memory with

external memory when we decide what to
buy so marketers rely on that to retain
information they collect about products.
HOW OUR BRAINS
ENCODE INFORMATION
The way we encode information when we perceive it determines
how we will store it in memory. In general, it’s more likely that
we’ll retain incoming data when we associate it with other things
already in memory.

Sometimes we experience a feeling of familiarity when we see an

ad of a product that we have tasted before, which is called sensory
meaning.

Semantic meaning refers to symbolic associations.

Episodic memories relate to events that are personally relevant. As

a result, a person’s motivation to retain these memories will likely
be strong.
 HOW OUR BRAINS
ENCODE
INFORMATION
In addition, recall of the past may affect future behavior.

A narrative, or a description of a product that is written as

a story, is often an effective way to convey product
information. Research supports the idea that we are more
likely to positively evaluate and purchase brands when
they connect with us like this.
Researchers describe three distinct memory systems: sensory memory,
short-term memory (STM), and long-term memory (LTM). Each
plays a role in processing brand-related information.
Sensory Memory stores the
information we receive from our
senses. This storage is temporary; it
lasts a couple of seconds at most.
SENSORY
MEMORY
SHORT-TERM
MEMORY Short-Term Memory(STM) also
stores information for a limited period
of time, and it has limited capacity.
This system is working memory,
which can store verbal input
acoustically (in terms of how it
sounds) or semantically (in terms of
what it means).

We store this information as we combine

small pieces into larger ones in a process we
call chunking. A chunk is a configuration
that is familiar to the person and that he or
she can think about as a unit.
 LONG-TERM
MEMORY

Long-Term Memory(LTM) retains

information for a long period of time. A
cognitive process of elaborative rehearsal
allows information to move from STM into
LTM. This involves thinking about the meaning
of a stimulus and relating it to other
information already in memory. Marketers
assist in the process when they devise catchy
slogans or jingles that consumers repeat on
their own.
HOW OUR
According to activation models of memory,
MEMORIES depending on the nature of the processing task
different levels of processing occur that activate
STORE some aspects of memory rather than others.

INFORMATION
 ASSOCIATIVE
NETWORKS

An incoming piece of information gets stored in an

associative network that contains many bits of related
information. We each have organized systems of concepts
that relate to brands, manufacturers, and stores stored in
our memories; the contents, of course, depend on our own
unique experiences.

Think of these storage units, or knowledge structures,

as complex spider webs filled with pieces of data.

This helps explain why we are better able to remember

brands or stores that we believe “go together”.
SPREADING Spreading activation allows us to shift
back and forth among levels of meaning.
ACTIVATION we could store the memory trace for an ad
in one or more of the following ways:

Brand-specific Ad-specific Product category

Memory is stored in Memory is stored Memory is stored in

terms of claims the towards the medium terms of how the
brand makes or content of the ad product works or
itself where it should be
used

Brand identification Evaluative reactions

Memory is stored in Memory is stored as

terms of the brand name positive or negative
emotions
We’ve seen that retrieval is the process HOW WE
whereby we recover information from
long-term memory. Individual RETRIEVE
MEMORIES
cognitive or psychological factors are
responsible for some of the differences
in retrieval ability among people.
WHEN WE
DECIDE
WHAT TO
BUY
 HOW WE RETRIEVE
MEMORIES WHEN WE
DECIDE WHAT TO BUY
Situational factors also influence
retrieval, which is related to the
environment.  Not surprisingly, recall
is enhanced when we pay more
attention to the message in the first
place. In addition, we are more likely
to recall descriptive brand names than
those that do not provide adequate
cues as to what the product is.
 HOW WE RETRIEVE
The way a marketer presents the message
MEMORIES WHEN WE
influences the likelihood that we’ll be able to
recall it later. The spacing effect describes the
DECIDE WHAT TO BUY
tendency for us to recall printed material more
effectively when the advertiser repeats the target
item periodically, rather than presenting it
repeatedly in a short time period.

Finally, it goes without saying that the

nature of the ad itself plays a big role in
determining whether it’s memorable.
Unfortunately, that kind of multimedia
treatment is expensive.
WHAT MAKES US FORGET?

In a process of decay, the structural changes

that learning produces in the brain simply go
away. Forgetting also occurs as a result of
interference;
Retroactive interference as we learn Proactive
additional
interference
information,
Consumers may forget it displaces the previous
information. 
stimulus–response
Prior learning can interfere
associations if they
subsequently learn new with new learning.
responses to the same or
similar stimuli.
WHAT MAKES US FORGET?
STATE-DEPENDENT
RETRIEVAL

State-dependent retrieval is the

phenomenon where people
remember more information if their
physical or mental state is the same
at time of encoding and time of
recall.
 FAMILIARITY AND
RECALL

As a general rule, when we are already familiar with an item we’re

more likely to recall messages about it.

Some evidence indicates that extreme familiarity can result in inferior

learning and recall. When consumers are highly familiar with a
brand/advertisement,  they may not pay much attention to a message for it.
We call this process automaticity.

We may also encounter a highlighting effect that occurs when the order in which consumers learn
about brands determines the strength of association between these brands and their attributes.
Managers who introduce new entries into a market with well-established brand names need to
work harder to create learning and memory linkages by exposing consumers to information about
them more frequently.
 SALIENCE AND
RECALL

The salience of a brand refers to its prominence or level of

activation in memory. The von Restorff Effect shows that
almost any technique that increases the novelty of a stimulus
also improves recall.

The tactic of introducing a surprise element in an ad can boost

recall, even if the new information is not relevant to the
remaining material. It also has the same result with the
mystery ads, in which the ad doesn’t identify the brand until
the end.
Furthermore, the intensity and type of emotions we
experience at the time also affect the way we recall the
event later.
THE VIEWING
CONTEXT

Regardless of how awesome a commercial is, the show in

which it appears influences its impact. Viewers are almost
one-third more likely to remember brands whose products
were placed in shows they enjoy. The impact of this factor
varies across show format; it’s weaker in sitcoms but much
stronger in “lifestyle programs”.

It also helps when the marketer’s message is

consistent with the theme or events in the
program, and it’s even better when the
advertised product actually makes a reference to
the show.
PICTORIAL VERSUS
VERBAL CUES

There is some evidence for the superiority of visual

memory over verbal memory, but this advantage is
unclear because it is more difficult to measure recall of
pictures.

However, the available data indicate that we are

more likely to recognize information we see in
picture form at a later time.
HOW WE MEASURE CONSUMERS’
RECALL OF MARKETING MESSAGES

Recognition versus Recall

Problems with Memory

Measures

Memory Lapses
 RECOGNITION versus
RECALL

One indicator of good advertising is, of Recognition test Free Recall

course, the impression it makes on us.
Two basic measures of this impact are
recognition and recall.
Both types of retrieval play important roles
in purchase decisions, however.
Unfortunately, package recognition and
familiarity can have negative consequences.
Researchers show ads to subjects
one at a time and ask if they have
seen them before.
A simpler process and the consumer
has more retrieval cues available.
Ask consumers to independently
think of what they have seen
without being prompted for this
information first.
Requires greater effort on their part.
 PROBLEMS with
MEMORY MEASURES

Response bias - the results we obtain

from a measuring instrument sometimes
can based on something else about the
instrument or the respondent.

Experimental subjects try to figure out

what the experimenter is looking for
and give the response they think they
are supposed to give.
Analysts have questioned whether existing measures
accurately assess these dimensions, for several
reasons
MEMORY LAPSES

People are also prone to forget

information or retain inaccurate
memories. Typical problems include
omitting , averaging, and telescoping.
BITTERSWEET MEMORIES: THE
MARKETING POWER of NOSTALGIA

As the old experience

and stuff booming again,
marketers love to bring
back treasured items
from our past.
 BITTERSWEET MEMORIES: THE
MARKETING POWER of NOSTALGIA

Nostalgia describes the bittersweet emotion that arises when

we view the past with both sadness and longing. These retro
products trigger nostalgia, and researchers find that they
often inspire consumers to think back to an era when life
was more stable, simple, or full of memories so that we can
easily buy it.

Our prior experiences also help to determine what we

like today. Consumer researchers created a nostalgia
index that measures the critical ages during which our
preferences are likely to form and endure over time.
BITTERSWEET
Products are particularly important as memory
MEMORIES: THE markers when our sense of the past is threatened.
Our cherished possessions often have mnemonic
MARKETING POWER of qualities that serve as a form of external memory
when they prompt us to retrieve episodic

NOSTALGIA memories. We call this effect spontaneous

recovery.

Some recent nostalgia

campaigns: We want source
 Thank you!
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