Marketing 260 Buyer Behaviour
Delve into the intricate world of buyer behavior focusing on perception, learning, and memory. Understand how consumers interpret information, acquire new knowledge, and retain it to make purchasing decisions. Explore the psychology behind these processes and their impact on marketing strategies.
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Presentation Transcript
Marketing 260 Buyer Behaviour Perception, Learning & Memory
Write down the first thought that pops into your head when you see this image the FIRST THOUGHT
PERCEPTION IS REALITY How we perceive things is a function of our own personal realities our history, our culture, our experiences, how we think and feel, our senses or lack thereof. What we believe to be real is dependent upon our perception of what we know or experience each person can have a different sense of reality as we are all individuals with a different set of experiences. Marketing tries to stimulate and awaken perceptions to change realities, strengthen perceptions, or invoke realities.
Milk and Cookies What can we learn from the Chapter Story about Parmalat boxed UHT milk?
Perception in Marketing Dependent upon Human Sensory System Sensation immediate response of our sensory receptors (ears, eyes, nose, mouth, fingers ) Perception the process by which sensations are selected, organized and interpreted . Thus, we are looking at how humans choose which sensations to notice and then add meaning to them.
Sensory Systems - Vision Size Styling Brightness Distinctiveness Colours
Sensory Systems - Smell Odours and Fragances Stir emotions or calming **most primitive part of the brain (limbic system) = ?????????? Cultural significance of smells? (e.g. Gillette)
Sensory Systems-Sounds www.muzak.com Music invokes mood Rock & Roll (anxiety!) Spas (ocean, water, nature) Stores, elevators, on hold music, produce aisle
Sensory Systems-Touch Stimulate or Relax moods Can impact Sales results (e.g. diners touched by waiters bigger tips) Adds personalization can also offend (how, who, when all are important) Kansei Engineering horse and rider as one (e.g. Mazda and the young) Textures, sizes heights, lengths, and quality perceptions
Sensory Systems-Taste People form strong preferences for certain tastes www.alpha-mos.com (electronic tongue) Awful = powerful Good = pleasing
Exposure degree that people notice stimuli Why do they observe or ignore Ignore what is not of interest (e.g. the pen ) Sensory Threshold Absolute (minimum) Differential (JND distinguishing stimuli) Subliminal Below threshold of recognition (unconscious) Theatres and popcorn
Attention Extent processing of activity is devoted to a particular stimulus Focus, isolation, sensory deprivation Eyeballs vs. dollars?? Attention Economy Selectivity = people attend to only a small portion of stimuli Adaptation Degree to notice stimuli over time (e.g. blood and gore/shock value) INTENSITY< DURATION < EXPOSURE (frequency) <RELEVANCE
Interpretation meanings assigned to stimuli Schema (set of beliefs) Priming (properties of stimulus) e.g. pup vs. master snow blower Content sensitive (your own reality)
Organizational Memory = Gestalt Psychology (p. 55) a belief that meaning comes from the totality of a set of stimuli, rather than any individual stimulus principal of closure (incomplete perceived as complete) principle of similarity figure-ground principle (follow the eye (image focus first))
Interpretation Biases Semiotics Signs, symbols and their roles in meaning Perceptual Positioning Function (price) vs. Symbolic (what it says about us through our use of it) Positioning Strategy Your marketing Mix approach (price, attributes, product class, occasions, users, quality)
LEARNING AND MEMORY CHP 3 Learning: permanent change in behaviour that is caused by experience, either directly or vicariously It is an ongoing process based on ongoing feedback (+ve or ve)
Behavioral learning theory result of responses to external stimuli Conditioned stimulus (CS) Unconditioned stimulus (UCS) Conditioning Repetition Stimulus Generalization (similar stimuli/similar response) Stimulus Discrimination (when similar CS not followed by UCS)
Marketing Apps of Conditioning Repetition Product Associations (conditioning pairing with stimulus) Generalization family branding, product lines, licensing/merchandising, look-alike- packaging/knock-offs Discrimination Instrumental/operant conditioning (go positive avoid negative), fixed interval, fixed ratio (p. 73-75)
COGNTIVE LEARNING THEORY stresses importance of internal mental processes Problem solvers vs. reactors Conscious or not Mindlessness (info processed automatic and passively) Observational Vicarious (not instinctual?) ATTENTION>RETENTION>PRODUCTION PROCESSES>MOTIVATION>OBS LEARNING (see p. 78)
MEMORY IN LEARNING The Memory Process External Inputs > Encoding > Storage > Retrieval Encoding Types of Meaning (sensory/semantic) Personal Relevance (episodes) Memory Systems Sensory short term (RAM working) long term (elaborative rehearsal required think/reflect)
MEMORY IN LEARNING Activation Models of Memory Associative Networks (e.g. mind mapping) Spreading Activation (energy spreads across nodes of abstraction in the mind) allows shifting back and forth between levels of meaning (brand vs. ad vs. product category vs. evaluation) Levels of Knowledge NODES>PROPOSITIONS>SCHEMA Meaning concept> Belief (two nodes linked)> Schema (cognitve framework developed through experience) Elegant>Chanel for elegant women>intuitive service scripts
Measuring Memory for Marketing Stimuli Recognition vs. Recall Have you seen it before? What have you seen? Problems with memory measures Response biases (instrument or respondent influences) Memory lapses (omitting, averaging/normalizing, telescoping) Can we use to our advantage? Memory for facts vs. feelings (does it measure advertising ability to arouse emotion?) What could we do?
