Lecture 4 - Consumer Perception

Lecture 4 - Consumer Perception - LECTURE 4 Consumer...

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4 | 1 Karthik Easwar Consumer Behavior LECTURE 4 Consumer Perception
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4 | 2 Karthik Easwar Consumer Behavior Key Concepts Consumers’ exposure to marketing stimuli Characteristics of attention The major senses of perception and how consumers’ sensory perception is affected
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4 | 3 Karthik Easwar Consumer Behavior Exposure “…reflects the process by which the consumer comes into contact with a stimulus.”
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4 | 4 Karthik Easwar Consumer Behavior Marketing stimuli Messages and information about offerings or brands Can be communicated by Marketers Ads Packages Salesforce Non-Marketers Media Word of Mouth Can occur during Acquisition Consumption Disposition
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4 | 5 Karthik Easwar Consumer Behavior Factors Influencing Exposure Position of an ad Product distribution Shelf placement
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Karthik Easwar Consumer Behavior Selective Exposure Selective exposure refers to the fact that consumers control whether exposure occurs or not
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Lecture 4 - Consumer Perception - LECTURE 4 Consumer...

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