10.15.09 CLASS NOTES- Consumer Perceptions

10.15.09 CLASS NOTES- Consumer Perceptions - THOUGHT...

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10/15/09 THOUGHT QUESTION 1. What types of perceptual biases influence how consumers perceive messages? CONSUMER PERCEPTIONS I. Consumer Characteristics Affecting Perception a. Inference: The development of associations based on past experience. i. Evaluation-based inference:  generalizing evaluation or knowledge of  performance from part to whole or whole to part 1. Example: Brand X computer has best processing chip.  Inference: Brand X is the best computer. 2. Example: Pony tail on boy.  Inference: It is a girl because we associate pony tails with girls. ii. Similarity-based:  beliefs about an object based on its similarity to other  objects 1. Example: Store-brand A looks similar to National-brand B cereal.  Inference: Store-brand A and National brand B equal nutritional  value. 2. Example: people eat crackers/cookies thinking its for humans, but  it’s for dogs.
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