CB 消费者行为学chapter 3.ppt

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1、©2009South-Western,adivisionofCengageLearning.Chapter3ConsumerLearningStartsHere:PerceptionBABIN/HARRIS©2009South-Western,adivisionofCengageLearning.3-2LearningOutcomesUnderstandtheelementsofconsumerperception.Knowthephasesintheconsumerperceptionprocess.BeabletoapplytheconceptoftheJND.LO1LO

2、2LO3©2009South-Western,adivisionofCengageLearning.3-3LearningOutcomesApplytheconceptsofimplicitandexplicitmemory.Knowthewaysinwhichaconsumer’sattentioncanbeenhanced.Knowthedifferencebetweenintentionalandunintentionallearning.LO4LO5LO6©2009South-Western,adivisionofCengageLearning.LO1Understan

3、dtheelementsofconsumerperception.©2009South-Western,adivisionofCengageLearning.3-5LearningandPerceptionLearning–achangeinbehaviorresultingfromtheinteractionbetweenapersonandastimulus.Perception–aconsumer’sawarenessandinterpretationofreality.Valueinvolveslearning,andconsumerlearningbeginswith

4、perception.Learningcanbeintentionalorunintentional.LO1©2009South-Western,adivisionofCengageLearning.3-6ElementsofConsumerPerceptionExposureLO1AttentionComprehension©2009South-Western,adivisionofCengageLearning.3-7AttentionLO1Consumersaregiventheopportunitytoattendtothemarketer’smessage.©2009

5、South-Western,adivisionofCengageLearning.LO2Knowthephasesintheconsumerperceptionprocess.©2009South-Western,adivisionofCengageLearning.3-9Exhibit3.3ConsumerPerceptionPhasesLO2©2009South-Western,adivisionofCengageLearning.3-10OrganizationProcessLO2Likesortingmail!©2009South-Western,adivisiono

6、fCengageLearning.3-11OrganizationReactionsLO2AssimilationAccommodationContrast©2009South-Western,adivisionofCengageLearning.3-12AccommodationWhatisthis?LO2©2009South-Western,adivisionofCengageLearning.3-13SelectivePerceptionSelectiveexposureSelectiveattentionSelectivedistortionLO2©2009South-

7、Western,adivisionofCengageLearning.3-14Exhibit3.5:TheVicarySubliminal“Persuasion”StudyLO2Isthissubliminalstufftrue?©2009South-Western,adivisionofCengageLearning.3-15SubliminalGroovin!Canyouplayarecordbackwards–orisitjustanothersubliminalrumor?©2009