CONSUMER
BEHAVIOR
PERCEPTION, LEARNING &
MEMORY
Overall
Model of
Consumer
Behavior
Source: Hawkins & Mothersbaugh]_Consumer Behavior Building Marketing Strategy, P27
(source: Principles of Marketing, Philip Kotler & Gary Armstrong)
ü Perception
ü Learning ü Culture Subculture
ü Memory ü Demographics
ü Motives ü Social Status
ü Personality ü Reference Groups
Self-Concept and
ü Emotions ü Family
Lifestyle
ü Attitudes ü Marketing Activities
External Factors
Internal Factors
Objectives
01 What is Perception?
Perception process that translates raw stimuli into
02
meaning
03 Learning and memory
01 What is Perception?
Perception is a process that begins with
consumer exposure and attention to
marketing stimuli and ends with consumer
interpretation.
Perception is the process by which people
select, organize, and interpret these
sensations. The study of perception, then,
focuses on what we add to these raw
sensations to give them meaning.
Source: Hawkins & Mothersbaugh]_Consumer Behavior Building Marketing Strategy, P278
Information processing is a series of
activities by which stimuli are
perceived, transformed into
information, and stored.
Sensation refers to the immediate
response of our sensory receptors (eyes,
ears, nose, mouth, fingers, skin) to basic
stimuli such as light, color, sound, odor,
and texture.
Source: Hawkins & Mothersbaugh]_Consumer Behavior Building Marketing Strategy
Exposure
Random Deliberate
Perception
Attention
Low involvement High involvement
Interpretation
Low involvement High involvement
Memory
Short – term Long – term
Active problem solving Stored experiences, values, decisions, rules, feelings
Purchase and consumption decisions
Source: Hawkins & Mothersbaugh]_Consumer Behavior Building Marketing Strategy, P278
Sensory marketing is where companies think carefully about
the impact of sensations on our product experiences.
ü Blue: Peace, Security, Reliable
(Facebook, NASA, Dell)
ü Black: Power, Intelligence, Strength
(Nike, SONY, New York Times)
ü Grey: Balance, Calm, Neutral
(Honda, Apple, WIKIPEDIA)
ü Green: Healthy, Growth, Restore (The
Body Shop, Starbucks, Holiday Inn)
ü Purple: Deep, Compassion,
Respectable (Yahoo, Hallmark,
Cadbury)
ü Orange & Yellow: Warmth, Freedom,
Social (Fanta, Mastercard,
Nickelodeon)
ü Red: Courage, Bold, Active (Red Bull,
LEGO, Nintendo)
Source: Jesse Richardson, in his article, “3 Principles for High Conversions on Your Website” (2015)
Sensory systems to create a competitive advantage
Dollars
Vision and
Scents
Sound Taste
Touch AR & VR
Sensory systems to create a competitive advantage
Visual channel Dollars and Scents
The powerful effects of smell on
Marketers rely heavily on visual behavior: find new ways to put
elements in advertising, store
scents into products (men’s suits,
design, and packaging (through a lingerie, detergents, and aircraft
product’s color, size, and styling) cabins)
Sound Taste
Music and other sounds affect “Flavor houses” develop new
people’s feelings and behaviors concoctions to please the
(brand names pay attention to changing palates of
sound symbolism) consumers.
Touch AR & VR
The important role the haptic (touch) AR & VR can superimpose digital sensations
sense plays in consumer behavior with more digital layers of data, images, or
video over a physical object.
02 Perception process
AN OVERVIEW OF THE PERCEPTUAL PROCESS
Source: Hawkins & Mothersbaugh]_Consumer Behavior Building Marketing Strategy
Exposure Attention Interpretation
Sensory Thresholds ü Stimulus factors ü Stimulus characteristic
- Absolute threshold ü Individual factors ü Individual characteristic
- Differential threshold ü Situational factors ü Situational characteristic
Subliminal perception ü Consumers inferences
Stimulus factors
Size Intensity Attractive Visuals
Color and
Position Isolation
Movement
Contrast and
Format Interestingness
Expectations
Information
Quantity
Individual factors
Motivation
Ability
Unfocused attention
Hemispheric Lateralization
(Định hướng bán cầu não)
Subliminal Stimuli
(Kích thích tiềm thức)
Consumers inferences
Quality Signals
Missing
ü Price-perceived quality Information and
ü Advertising intensity Ethical
ü Warranties
Concerns
Interpreting Images
PERCEPTION AND
MARKETING STRATEGY
05
Package Design and Labeling 03
Media Strategy
04
Advertisements
01
02 Retail Strategy
(Cross-promotion)
Brand Name and Logo Development
03 Learning and memory
Source: Information Processing for Consumer Decision–Making, Hawkins & Mothersbaugh, Consumer behavior building
marketing strategy, P319
Short – term Long – term
memory memory
Schemas:
STM Is Short Lived: product characteristics,
maintenance rehearsal usage situations,
(duy trì sự xuất hiện) episodes, and affective
reactions.
STM Has Limited
Capacity Scripts (kịch bản)
Elaborative Activities
Occur in STM Retrieval from LTM
(Truy xuất/ nhớ lại)
Source: [Solomon & Michael_R] – Consumer Behavior Buying (2020) (Global Ed), P143
Source: Information Processing for Consumer Decision–Making, Hawkins & Mothersbaugh, Consumer behavior building
marketing strategy
BRAND IMAGE & PRODUCT POSITIONING
Brand Equity
Brand image
CORE
Core
VALUE Customer
Value
(Source: Three level of product,
Principles of Marketing, Philip
Kotler & Gary Armstrong)
Spreading Activation
Brand-specific: Memory is stored in
terms of claims the brand makes
Ad-specific: Memory is stored in terms
of the medium or content of the ad
itself
Brand identification: Memory is stored
in terms of the brand name
Product category: Memory is stored in
terms of how the product works or
where it should be used
Evaluative reactions: Memory is stored
as positive or negative emotions
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