Assessment of Knowledge, Attitude, Perception of Pharmacy ...
Perception Learning Attitude 2016
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Transcript of Perception Learning Attitude 2016
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Customer behavior and marketing decisions
The individual consumer: Perception,
learning and attitude
Jeanne Srensen Bentzen
Assistant Proessor, Ph!
!epartment o Business and "anagement
#eas$business%aau%dk
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Session topics
Perception
Perceptual distortion
Image perception
Memory
Attitude
ethnocentrism
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Consumer inormation processing and
decoding o marketing messages Individual characteristics and understanding
Demographic variables
Sociocultural characteristics Lifestyle
Personality
Attitude Learning
Perception (expectations, motivation, past experience
Involvement and congruence Mood
!arriers (selected exposure, psychological noice
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Perception
"eality
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Consumer perception #Perception is the process by $hich an individual selects, organi%es
or and interprets stimuli into a meaningful and coherent picture ofthe $orld# (Shiffman et al&, '), p& *+)
#Individuals see $hat they $ant to see and $hat they expect to see#
(Individual perception causes people to act or react
he individual-s reality is an individual perception based on needs,
$ants, values and personal experience Perception is not al$ays conscious&
Subliminal perception belo$ consciousness, above absolute threshold
Mar.eters/ 0no$ledge of the notion of perception and relatedconcepts enables mar.eters to develop advertisement that has abetter chance of being seen and remembered (attention andmemory by their target customers
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Perceptual selection 1ature of stimuli
2xpectations (previous experience
Motives
Selective perception (barriers
Selective exposure
Selective attention
Perceptual defense
Perceptual bloc.ing
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Perceptual organization People tend to organi%e stimuli into groups, $hich are
perceived as a unified $hole
3igure and ground 4rouping
5losure
C
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Perceptual distortions Distortions that tend to influence perception/
Physical appearances
Stereotypes 3irst impressions
6umping to conclusions
7alo effect
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&'ample: (nclusion o health) option on
a restaurant menu
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Perceived images and risks Product position and reposition
Distinctive brand image 89 Symbolic value of brands
Price perception :uality perception
Price;
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Brand perception
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Sensor) marketing Sight
Smell
aste
Sound
ouch
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&'ample: The use o scent in
advertising
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&'ample: the meaning o color
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Consumer learning2lements of learning/
Motivation > cues > response 8 reinforcement
$o schools/ !ehavioral learning theory;stimulus8response theory
?bservable behaviors in response to stimuli
5lassical conditioning/ "epetition, stimulus generali%ation, stimulus
discrimination Instrumental conditioning/ rial8and8error process
5ognitive learning theory
Learning as a function of purely mental processes
Information processing memory
Involvement theory
Desired outcome of learning (mar.eters/ Increased mar.edshares and brand8loyal customers
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"emor) * storing, rataining, retrieving
inormation
Sensory
Store
@or.ing
memory
(short term
store
Long8
term
store
Sensory
input"ehearsal 2ncoding "etrieval
3orgotten
lost3orgotten
lost
3orgotten
unavailable
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Attitude Attitude is learned
2xperience $ith product
2xperience $ith brand name (brand extension 2xperience $ith purchase and consumption of product
@ord8of8mouth information
Mass8media advertising, internet, direct mar.eting
Personality need for cognition
"elatively consistent (if consumers are free to act they
$ill act according to their attitudes
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Attitude 1ot necessarily permanent (can change
5hanging the consumer-s basic motivational function
Associating the product $ith a special group, event or cause "esolving t$o conflicting attitudes
Altering components of the multi8attribute model
5hanging consumer beliefs about competitors- brand Attitude is situation dependent
Satisfaction leads to positive attitude
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Attitude models ricomponent attitude model 5ognition > affect 8 conation
Multi8attribute attitude models Attitude to$ards an obBect as a function of consumers perception and
assessment of .ey attributes or beliefs
rying to consume 2xtended attitude model to accommodate consumers- goals
?utcome (purchase, possession, use or action is uncertain
hree outcomes/ *rying and succeeding, ' rying and failing, C heprocess of striving itself
Attitude to$ards the ads models
5ritic/In classical attitude theory, affect is more or less integrated as an
element in the central attitude variable&
he impact of affect is better accounted for by being representedseparately rather than as an aspect of attitude
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Theor) o reasoned action
Beliefs that the
behavior leads to
certain outcomes
Evaluation ofoutcomes
Beliefs that specific
referents think I
should or should not
perform behavior
Motivation to complywith the specific
referents
Attitude toward
the behavior
Subjective norms
Intention Behavior
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&thnocentrism as an inluence on
attitude!eliefs held by consumers about the appropriateness andmorality of purchasing foreign8made products
2xpressed through conscious preference for local product over
those imported from abroard or other regions $ithin the
country 89 even $hen that product has significant lo$er
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Antecedents and eects o
ethnocentrism Antecedents
Patriotism
Internationalism 5ollectivism
5ultural openness
Socio8demographic factors 1ationalism
5onservatism
2ffects of ethnocentrism Product;brand preferences
Attitude to$rds producer
Attitudes to$ards place of origin
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+ational and regional ethnocentrism:
Beer consumers in Poland 5riteria for choice/
aste
Price Local patriotism
@hat ma.es a brand polish/
Physical connection $ith Poland (made in Esing Polish ingrediences
raditional (Polish recipe
Attitude to$ards o$ner/ Male negative attitude& 1o transfer from company to products
3emale positive attitude
!rand image more important than o$nership
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"anagerial implications
!uild brand on regional identity may helpto reinforce the connection to consumers
throughout the country&
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"easuring ethnocentrism
3ull *F item scale see Schiffman et al