1、1,CHAPTER 4,The Customer as a Perceiver and Learner,CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE PART 2: Foundations of Customer Behavior,Copyright 1999 by Thomas Southwestern. All rights reserved.,2,The Internal Influences on Customer Behavior,Perception Learning,Copyright 1999 by Thomas Southwester
2、n. All rights reserved.,3,Perception and Learning,Stimulus Characteristics,Context Characteristics,Customer Characteristics,Copyright 1999 by Thomas Southwestern. All rights reserved.,4,The Customer as a Perceiver,The customers perception of a product or a brand is what matters Perception is the pro
3、cess by which an individual selects, organizes, and interprets the information he or she receives from the environment,Copyright 1999 by Thomas Southwestern. All rights reserved.,5,The Process of Perception,Sensation Organization Interpretation,Copyright 1999 by Thomas Southwestern. All rights reser
4、ved.,6,Factors that Shape Perception,Stimulus characteristics The nature of information from the environment Context characteristics The setting in which the information is received Customer characteristics Personal knowledge and experiences,Copyright 1999 by Thomas Southwestern. All rights reserved
5、.,7,Stimulus Characteristics,Sensory Stimulates any of the five senses Information content Moves the perceptual process beyond sensation or stimulus selection towards organization and interpretation,Copyright 1999 by Thomas Southwestern. All rights reserved.,8,Context Characteristics,In perceiving a
6、 stimulus with a given set of characteristics, customers will also be influenced by the context of the stimulus Example: blind-taste test studies,Copyright 1999 by Thomas Southwestern. All rights reserved.,9,Customer Characteristics,Perceptions are influenced by what customers already know and feel
7、about the stimuli Such prior knowledge and feelings become expectations Expectations influence perceptions in that we often end up seeing what we expect to see Since customer expectations color the perception of reality, users, payers, and buyers are also likely to see a product or service different
8、ly,Copyright 1999 by Thomas Southwestern. All rights reserved.,10,Biases in the Perceptual Process,Customers become “selective,” thus biasing their perceptions of incoming information through three processes: Selective exposure Selective attention Selective interpretation,Copyright 1999 by Thomas So
9、uthwestern. All rights reserved.,11,Perceptual Threshold,The minimum level or magnitude at which a stimulus begins to be sensed The just noticeable difference (j.n.d.). The magnitude of change necessary for the change to be noticed Webers law The magnitude of change needed for it to be noticed depen
10、ds on the base quantity,Copyright 1999 by Thomas Southwestern. All rights reserved.,12,Managerial Uses of the Perceptual Process,Three special areas of managerial concern where customer perceptual processes are complex and highly consequential are: The psychophysics of customer price perceptions Cou
11、ntry-of-origin effects Managing the corporate image,Copyright 1999 by Thomas Southwestern. All rights reserved.,13,Psychophysics of Price Perceptions,The psychophysics of price refers to how customers psychologically perceive prices Reference price The price that consumers expect to pay Assimilation
12、 and contrast This principle states that customers have a latitude of acceptance and rejection Price as a quality cue A basis for making inferences about the quality of the product or service,Copyright 1999 by Thomas Southwestern. All rights reserved.,14,Country of Origin Effects,Country-of-origin e
13、ffects refer to the bias in customer perceptions of products and services due to the country in which these products and services are made This perception of country-of-origin can vary across cultures and across processing conditions,Copyright 1999 by Thomas Southwestern. All rights reserved.,15,Per
14、ceived Corporate Image,Corporate image refers to the public perception of a corporation as a whole Customer perceptions of corporate image affect everything a firm does Companies are known to be: Producers of high or low-quality products or healthy products Users of high-pressure tactics or soft-sel
15、ling approaches Socially conscious or utterly selfish merchants,Copyright 1999 by Thomas Southwestern. All rights reserved.,16,The Customer as a Learner,Learning is a change in the content of long-term memory Human learning is directed at acquiring a potential for future adaptive behavior,Copyright
16、1999 by Thomas Southwestern. All rights reserved.,17,Consumer Navigation Behavior,Flow - a cognitive state occurring during network navigation Experiential activity When the customer is surfing the net without a purposive goal, flow produces latent learning Goal-directed activity When the customer s
17、urfs the net to complete a particular task, flow leads to more informed decisions,Copyright 1999 by Thomas Southwestern. All rights reserved.,18,Mechanisms of Learning,Cognitive learning Classical conditioning Modeling,Copyright 1999 by Thomas Southwestern. All rights reserved.,19,Cognitive Learning
18、,Acquiring new information from written or oral communication Rote memorization Information is rehearsed until it gets firmly lodged in long-term memory Problem solving Actively processing information,Copyright 1999 by Thomas Southwestern. All rights reserved.,20,Classical Conditioning,The process i
19、n which a person learns an association between two stimuli due to their constant appearance as a pair(i.e., Pavlovs dog) Unconditioned stimulus (UCS) A stimulus toward which a customer already has a pre-existing specific response, so the response to it does not have to be conditioned Conditioned sti
20、mulus (CS) A stimulus to which the customer either does not have a response, or has a pre-existing response that needs modification, so a new response needs to be conditioned,Copyright 1999 by Thomas Southwestern. All rights reserved.,21,Instrumental Conditioning,We learn to respond in certain ways
21、because a response is instrumental to obtaining a reward Behaviorism theory (B.F. Skinner) Marketers use this learning mechanism most effectively by making the product its own intrinsic reward Coupons Sweepstakes Rebates Frequent flier programs,Copyright 1999 by Thomas Southwestern. All rights reser
22、ved.,22,Modeling,We learn by observing others Four classes of people likely to be imitated by others: Persons superior in age-grade hierarchy Persons superior in social status Persons superior in intelligence ranking system Superior technicians in any field,Copyright 1999 by Thomas Southwestern. All
23、 rights reserved.,23,The Psychology of Simplification and Complication,Copyright 1999 by Thomas Southwestern. All rights reserved.,24,Customer Acceptance of Change: The Ultimate Learning Experience,Innovation Adoption Customer response to new products and services Customers adopt an extensive proces
24、s of deliberation, sometimes actively resisting the new product Customers do not rush to purchase these products, no matter how promising they look,Copyright 1999 by Thomas Southwestern. All rights reserved.,25,Innovation,A product is an innovation if it is new in some sense “Newness” has two dimens
25、ions: Uniqueness: How different it is from existing products what matters more than the absolute newness is whether the customer perceives it as unique Age: How long it has existed in the marketplace what matters more than the products chronological age is when the customer was first exposed to it,C
26、opyright 1999 by Thomas Southwestern. All rights reserved.,26,Categories of Adopters,Some customers are quick to adopt Some customers are very slow to adopt,Copyright 1999 by Thomas Southwestern. All rights reserved.,27,Innovators and Opinion Leaders,Risk takers Variety seekers Upper socioeconomic s
27、tatus Product interest Less well integrated with other members of the society More individualistic and independent in their thinking,High product involvement Recognized as leaders Socially well integrated More exposed to a variety of media sources, especially news and information media programs Lead
28、ers and formal office holders in social, political and community organizations,Innovators,Opinion Leaders,Copyright 1999 by Thomas Southwestern. All rights reserved.,28,Illustrative Measures of Opinion Leadership,Q. Compared to your friends, are you more likely to be asked, less likely to be asked,
29、or about as likely to be asked about _? Q. During the past six months, how many people have you told about _?a) Told no one _. b) Told a number of them. Q. In your discussions with your friends and neighbors about _, are you more likely to a) give information/receive information?b) be used as a sour
30、ce of advice/not used as a source of advice? Q. My friends and neighbors often ask my advice about _ (agree/disagree). Q. I influence the types of _ my friends by (never/sometimes/often). Q. I look to my friends for advice on _.,Copyright 1999 by Thomas Southwestern. All rights reserved.,29,Illustra
31、tive Measures of Innovativeness,INNOVATIVENESS (YES OR NO?) On a five point agree/disagree scale I like to take a chance I like to try new and different things. When it comes to taking chances, I would rather be safe than sorry. I like to wait until something has been proven before I try it. If peop
32、le quit wasting their time experimenting, we would get more accomplished. When I see a new brand on the shelf, I usually pass right by. In general, I am the first (last) in my circle of friends to buy a new _ when it appears. I like to buy new _ before others do.,Copyright 1999 by Thomas Southwester
33、n. All rights reserved.,30,Innovators Among Business Customers,Lead Users Lead users use the products of today in ways that predict how those products should be modified to meet the needs of tomorrow Lead users use existing products to their maximum capacity with some unmet needs Marketers can study
34、 these users and their needs, and implement innovations in those products,Copyright 1999 by Thomas Southwestern. All rights reserved.,31,Adoption Process,AIDA Awareness Interest Desire Action The customers active mental processing: Exposure Information gathering Evaluation Trial adoption Acceptance
35、or rejection,Copyright 1999 by Thomas Southwestern. All rights reserved.,32,Desirable Characteristics of Innovations,Relative Advantage Perceived Risk Complexity Communicability Compatibility Trialability,Copyright 1999 by Thomas Southwestern. All rights reserved.,33,Innovation Resistance,Strong,Weak,HABIT,Copyright 1999 by Thomas Southwestern. All rights reserved.,34,The Perceptual Process Among the Customer Roles,Copyright 1999 by Thomas Southwestern. All rights reserved.,35,The Learning Process Among the Customer Roles,
