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1、 2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.1 Chapter 4 Consumer Perception Outline Chapter Objectives Chapter Summary Teaching Suggestions Opening Vignette Defining the Perceptual Process Sensory T
2、hresholds The Absolute Threshold The Just Noticeable Difference Adaptation Subliminal Perception Physical Influences on Attention Short-Term Memory Arousal Voluntary and Involuntary Selective Attention Salient Stimuli Vividness Review and Discussion Questions Chapter Objectives After studying this c
3、hapter,you will be able to.Objective 1Define perception,attention,cognitive capacity,and comprehension.Objective 2Describe how the perceptual process works.Objective 3Explain how sensory thresholds and physical influences affect perception.Objective 4Discuss how selective attention is both voluntary
4、 and involuntary.Objective 5Provide examples of how marketers appeal to the senses to obtain and maintain consumers attention.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.2 Chapter Summary This chapte
5、r examines perception,the process by which consumers define the world and create meaning from their environments.The perceptual process includes sensory exposure,attention,and comprehension.The process begins with the physical senses sight,sound,smell,touch,and taste.Through attention and comprehens
6、ion,those sensations are processed into meaningful and useful information and knowledge.Not all stimuli receive consumers attention.People pay attention to only a fraction of the stimuli to which they are exposed.In other words,attention is highly selective,and there are important limits and influen
7、ces on attention and the perceptual process.The first of these influences deals with the thresholds of our sensory systems,including the absolute threshold,the just-noticeable-difference(j.n.d),and adaptation.Subliminal perception,the unconscious perception of stimuli,is an interesting topic related
8、 to these sensory thresholds.Beyond the physical limitations of the senses,consumers also have limited cognitive capacity to devote to attention.Because of short-term memory limitations,people are able to attend to and think about a relatively small amount of information at a time,usually between fi
9、ve and nine pieces of information.This ability varies from person to person and from situation to situation.Finally,the allocation of attention is also voluntarily influenced by factors unique to each individual.Consumers voluntarily pay attention to stimuli consistent with their existing knowledge
10、and expertise and their plans,intentions,and goals.People involuntarily pay attention to stimuli that is salient and/or vivid.Salient stimuli draw attention involuntarily but are context-dependent.Novel,intense,and complex stimuli tend to be salient.Vivid stimuli are emotionally interesting,concrete
11、,and proximal,and these stimuli are vivid,regardless of the physical context.Taken together,the influences on attention and perception are pervasive,but these influences help us to function in an environment of information overload.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied
12、or duplicated,or posted to a publicly accessible website,in whole or in part.3 TEACHING NOTES Teaching Suggestions 1.In preparation for a class session dealing with this topic,ask students to look through a magazine or view one hour of uninterrupted television.Then,when you get to the selective atte
13、ntion part of the lecture,ask them if they remember any of the ads.Its quite possible that they wont remember any of them.This clearly shows selective attention(we can only hope that they can remember an article they read in the magazine or the content of the television show).If they remember an ad,
14、ask them why they think they remembered it.Chances are,they attended to(and then recalled)the advertisement because they are“involved”with the product,or the advertisement was particularly salient,which led to involuntary attention.2.Before class,find some print ads that use headlines that could lea
15、d to miscomprehension.Then,before you discuss miscomprehension,ask the class what the advertisement is claiming.Most students,especially those who have not read the chapter before class,will make inferences that lead to miscomprehension.3.Dr.James Kellaris of the University of Cincinnati suggests a
16、powerful way to demonstrate contrast effects.Before class,prepare three buckets of water.One bucket should be chilled with ice;one bucket should be room temperature(it may take a while for the water to reach room temperature);and one bucket should be filled with hot(but not scalding!)water.Take the
17、ice out of the bucket right before class so the ice doesnt give the“experiment”away.Recruit two student volunteers for this“experiment.”Have one student immerse a hand in the cold water,and another student immerse a hand in the hot water.Have each participant hold the hand in the water for 30 to 60
18、seconds.Then have both students take their hands out of the water and place the hand that was in the water into the room temperature bucket for a brief moment.Have each participant immediately write down his or her estimate of the temperature of the room-temperature water(without discussion).The roo
19、m temperature water should appear colder to the student who had a hand in the hot water and warmer to the student that had a hand in the cold water.This should vividly illustrate the contrast effect.A within-subject design could also be used.Have one student place a hand in the hot water and one han
20、d in the cold water.After waiting about a minute,have the student plunge both hands into the room temperature water.The student will clearly notice a difference.Opening Vignette The opening vignette describes the introduction of Apple Computers fruity colored iMac in 1998.The vignette highlights the
21、 importance of color to consumers;its a strong,distinguishing design element that can be used to grab consumers attention and boo sts a companys reputation as an innovator.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in
22、whole or in part.4 Defining the Perceptual Process This section defines perception as the process of receiving,selecting,and interpreting environmental stimuli involving the five human senses.Through perception,consumers define their world and create meaning from the environment.It is important for
23、students to understand that not everyone perceives the world(or products and services)exactly as they do.Phenomenal Absolutism is the erroneous assumption that everyone perceives the world as we do.Figure 4.1 illustrates the perceptual process.The Perceptual Process 1.Sensory exposure begins the per
24、ceptual process,i.e.,when a stimulus is detected by one of the five senses.2.Not all stimuli receive attention.Attention means focusing on one stimulus while potentially ignoring other stimuli.3.Cognitive capacity,or the ability to pay attention to and think about information,varies by person and si
25、tuation,but it is limited.4.Comprehension is the ability to interpret and assign meaning to new information by relating it to knowledge already stored in memory.5.The perceptual process is influenced by sensory thresholds,physical limits on attention,voluntary and involuntary attention selectivity,a
26、nd personal and situational factors.Perception is important to marketers because it is the communication gateway to consumers.Sensory Thresholds This section describes sensory limits or thresholds on human senses,including the overall physical strengths and weaknesses of human senses,and individual
27、differences in sensory ability.1.The absolute threshold is the minimum level of stimuli needed for a consumer to experience or recognize a sensation.2.The just noticeable difference(j.n.d.),or differential threshold,is the incremental change required to detect a difference between two similar stimul
28、i.3.Webers Law maintains that the ability to sense change in a stimulus depends on the strength of the original stimulus.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.5 Consumers j.n.d.s are important
29、to marketers,particularly when the goal is to ensure that negative product changes(e.g.,increases in price or reductions in volume)go unnoticed.Marketers also want to use j.n.d.to ensure that positive changes(e.g.,discounts,new features)are readily apparent,exceeding the j.n.d.4.Adaptation is the pr
30、ocess of becoming desensitized to sensual stimuli.Adaptation can be increase via:High repetition(e.g.,overexposure or advertising wear-out)Simplicity(e.g.,sales pitches that are easy to counterargue)Low intensity 5.Subliminal perception is the unconscious awareness of a stimulus.Subliminal means ben
31、eath the absolute threshold.Subliminal communication has a notorious history(e.g.,Vicary).The marketing application for subliminal messaging is limited because the conditions under which subliminal advertising affects attitudes and behaviors are limited.Most subliminal messages that appear in market
32、ing communication are accidental.Physical Influences on Attention This section describes consumers limited cognitive capacity for information processing,particularly regarding attention.1.Short-term memory is the part of memory where small bits of information are stored for short periods of time.Sho
33、rt-term memory is also known as working memory,active memory,or conscious awareness.2.Millers rule refers to the notion that consumers are able to consider only 7+/-2 units of information at one time.The number of units and the size of each unit depend on the consumers level of knowledge and experie
34、nce.3.Arousal is a state of physical alertness or wakefulness.It also influences consumers ability to pay attention to stimuli.An inverted U relationship exists between arousal and consumers ability to attend to information.Figure 4.2 depicts the relationship between arousal and attention intensity.
35、Too little arousal translates into listlessness and little attention,while too much arousal interferes with consumers ability to focus.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.6 Voluntary and Invo
36、luntary Selective Attention This section explains that the allocation of attention is influenced by both voluntary and involuntary factors.Consumers voluntarily attend to information consistent with their current knowledge and expertise and to information relevant to their plans,intentions,and goals
37、.1.With respect to voluntary selective attention,marketers are increasingly concerned about the growing popularity of DVRs and remote controls.2.Involuntary influences on attention are intrinsic to the stimulus,i.e.,some marketing stimuli are impossible to ignore.Salience Salient stimuli draw attent
38、ion involuntarily because they are interesting and different.Salience is context-dependent,i.e.,it stands out only when the background is different than the stimulus.1.Novel stimuli are new,original,fresh,different,or unexpected.Sometimes the product itself is novel(e.g.,Ipod,Pringles,Sumseeds).Plac
39、ing marketing messages in unexpected places can be novel(e.g.,advertisements on the shoes of ultimate fighters,which can be seen only if the fighters are knocked out).2.Intense stimuli typically involve brightness,loudness,length,etc.Larger print ads,louder TV commercials,tall salespeople,and eye-le
40、vel shelf displays are relatively intense.3.Complex stimuli require substantial cognitive processing,challenging consumers to make sense of them.Dynamic stimuli,with constant change and movement,can be complex and difficult to ignore.Closure is the tendency for a person to perceive an incomplete pic
41、ture as complete(e.g.,filling in the missing pieces of a billboard ad).Grouping is the tendency to arrange stimuli to form well-organized units(e.g.,marketers can encourage grouping a popular celebrity with their brand).Vividness Like salient stimuli,vivid stimuli draw attention involuntarily and au
42、tomatically because they are interesting and different.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.7 Vividness is context-independent.It doesnt matter what other stimuli are present.Vivid stimuli alw
43、ays stand out.Vivid stimuli are:1.Emotionally Interesting Based on consumers goals,hobbies,and interests.2.Concrete Specific,easy to picture,imagine and visualize Pictures are more concrete than words.Face-to-face interaction is more concrete than written communication.Negative information outweighs
44、 concrete information.3.Proximal Sensory proximity refers to firsthand(versus secondhand)information Temporal proximity refers to how recently an event occurred.Spatial proximity refers to the physical location of an event(close versus distant).2015 Cengage Learning.All Rights Reserved.May not be sc
45、anned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.8 Answers to Review and Discussion Questions 1.Clearly distinguish between the following terms:perception,attention,cognitive capacity,and comprehension.Perception is a process of receiving,selecting,and interp
46、reting environmental stimuli involving the five senses.Attention is focusing on one or more environmental stimuli while potentially ignoring others.Cognitive capacity,or the ability to attend to and think about information,is limited.Comprehension is the ability to interpret and assign meaning to th
47、e new information by relating it to knowledge already stored in memory.2.Why is sensation important in the perceptual process?The bodys first and immediate response to a stimulus is called sensation.Sensation involves gathering data from the sensory organs and nervous system and sending it to the br
48、ain for processing and interpretation.Without sensation,the perceptual process could not exist.3.In what ways does selective attention differ for each person?People vary across all the factors that influence attention:physical limitations of our senses,sensory thresholds,cognitive capacity,short-ter
49、m memory differences,physical arousal,voluntary and involuntary attention selectivity,and situational factors.4.How does the absolute threshold influence the potential effectiveness of subliminal advertising?Because the absolute threshold varies from person to person and within a person from moment
50、to moment,developing subliminal stimuli within a broad marketing context is next to impossible.5.What implications does the perceptual phenomenon of adaptation have for advertisers?Adaptation increases with high repetition,stimuli that are very simple,and stimuli low in intensity.Marketers work hard