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by: Kymesha White

ConsumerLearningStartsHere.pdf MKTG 3323

Marketplace > Oklahoma State University > MKTG 3323 > ConsumerLearningStartsHere pdf
Kymesha White
OK State

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Chapter 3 notes
Consumer & Market Behavior
Ms. Lee
Class Notes
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This 2 page Class Notes was uploaded by Kymesha White on Sunday January 31, 2016. The Class Notes belongs to MKTG 3323 at Oklahoma State University taught by Ms. Lee in Winter 2016. Since its upload, it has received 14 views.


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Date Created: 01/31/16
A. Consumer Learning Starts Here: Perception B. Defining Learning and Perception a. Learning: a change in behavior resulting from the interaction between a person  and a stimulus b. Perception: a consumer’s awareness and interpretation of reality c. Perceptions serves as a foundation upon which consumer learning takes place d. Value involves learning and consumer perception plays a key role in learning  because consumers change behavior based on what they perceive C. Exposure, Attention, and Comprehension a. During the perceptual process, consumers are exposed to stimuli, devote attention  to stimuli, and attempt to comprehend stimuli D. Consumer Perception Process a. Consumer perception as including three phases: sensing, organizing, and reacting b. Sensing i. An immediate response to stimuli that have come into contact with the  consumer’s five senses (sight, smell, touch, taste, or sound)  c. Organizing i. Cognitive organization 1. The process which the human brain assembles the sensory  evidence into something recognizable E. JND (Just Noticeable Difference) a. Represents how much stronger one stimulus has to be relative to another so that  someone can notice that the two are not the same b. Has numerous implications for marketers who attempt to provide value for  consumers i. Pricing ii. Quantity iii. Quality iv. Add­on Purchases c. When marketers make a “positive” change they should make sure that the  difference is large enough to be perceived by consumers d. When marketers make a “negative” change they should think about implementing the change in small increments so that each difference is not distinguished from  what existed previously F. Explicit Memory a. Memory for information one is exposed to, attends to, and applies effort to  remember G. Implicit Memory a. Stored information concerning stimuli one is exposed to but does not pay  attention to b. Implicit memory becomes stronger than explicit memory the more distracted one  is from attending to the stimulus  H. Factors that Get Attention a. Intensity of Stimuli b. Contrast c. Movement d. Surprising Stimuli e. Size of Stimuli f. Involvement I. Unintentional Learning a. Consumers simply sense and react (or respond) to the environment J. Intentional Learning a. Consumers set out to specifically learn information devoted to a certain subject 


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