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SU3- Consumer- Perception, Learning - Coggle Diagram

- - - - Point of noticeable differences; not notice if too weak
      - MI- revamp copy regularly as familiarity (after repeated exposure) increases threshold limit
    - - Minimum diff that can be detected btw 2 stimuli
      - Weber's Law
        
        JND btw 2 stimuli- relative to strength of 1st stimulus; not absolute
        
        I.e. If 1st stimulus strong, more intensity needed for 2nd stimulus to be seen as different
        
        Applicable to any marketing feature (e.g. product, promotion, etc.)
      - MI
        
        Negative changes (e.g. price increase, size decrease)- make less discernible; cust wont notice
        
        Positive improvement- make very apparent e.g. "GREAT NEW TASTE !" on packaging
  - - - Factors
        
        External- stimuli
        
        Attention-grabbing
        
        Contrasting against environment
        
        Unexpected, unrealistic
        
        Internal
        
        Prevailing motivation/motives- current needs, interest; relevant
        
        Expectations- based on past experiences/familiarity
      - Concepts
        
        Selective exposure
        
        Seeks- happy, purchase-reassuring elements
        
        Avoids- sad, angry, agitated elements
        
        Selective attention
        
        Seeks- needs-meeting (including cognitive) stimulus
        
        MI- cust research abt their motives, expectations, experiences to gain their attention
        
        Perceptual blockings- consciously avoid undesired stimuli e.g. skipping commercials
        
        Perceptual defence- defence mechanism activation
        
        If interested- pay attention
        
        If feel threatened- screen out subconsciously
        
        MI- choose neutral (over confrontational) stimuli when addressing addressing a negative behaviour e.g. smoking
    - - Principles
        
        Figure, ground- constrast
        
        Figure- stimuli; make it prominent to increase perception/notice
        
        Ground- background adds sensory effects; should be ignored
        
        Grouping- rmb info in chunks/groups
        
        Unified impression/concept
        
        Better memory, recall/retrieval
        
        (Need for) Closure
        
        Why? Curiosity motivated cust to complete picture
        
        MI- cust auto fill in (involvement/participation > better memory) missing stimuli aspects when it is incomplete e.g. cliff-hanger
    - - Causes? Stereotypes (attach personal bias, distort stimuli's meaning)
        
        Steoreotype triggers
        
        Physical appearances
        
        Attribute qualities of a certain person to resembling others e.g. old person = weak
        
        MI- endorser selection (e.g. attractive models for beauty products rather than problem-solving problems)
        
        Descriptive terms (to describe product)- power to persuade/dissuade; consider verbal description associations
        
        1st impressions
        
        Lasting, impactful
        
        Once formed- hard to enhance but can be harmed
        
        MI- perfect product before introduction
        
        Halo effect
        
        Tendency- evaluate multiple product parts based on 1 dimension e.g. all BBTs from taiwan must be nice
        
        MI- enables category extension, brand licensing
  - - - Product
      - Msg
      - Packaging
      - Excessive- overstimulation, lose interest
- - - - Recognition- aided recall
      - Recall- unaided recall
      - Brand loyalty
        
        Attitude- overall feelings, buying commitmet
        
        Behaviour e.g. purchase frequency//qty, brand switching
        
        Types
        
        No purchase
        
        Covetous- brand name attachment
        
        No- no attachment
        
        Purchase
        
        Premium- frequent purchase overtime
        
        Inertia- NSA
        
        Causes
        
        Consumer- of own accord for self-image related reasons
        
        Brand image- reputation
        
        Social factors- group influences, peer recommendations, word-of-mouth
      - Brand equity (value)
        
        High brand loyal > high brand equity > high market share/profit
    - - Ad copy testing- before product launch
      - Post testing- after product launch
- - - - Basis- cues
        
        Intrinsic- product's physical characteristics e.g. colour, size; rational, objective decision
        
        Extrinsic- not inherent to product e.g. price, packaging, brand image; typically used when insufficient product experience/knowledge
    - - Retail store image- assortment, price, service lvl, ambience, clientele, discounts e.g. selling in chain dept store looks less exclusive
      - Manufacturer's image- strong image aids new product acceptance; run institutional ad (promotes overall image without specific product reference)
    - - Impacts- purchase intention, satisfaction
      - Price judgement
        
        Reference price- comparison basis
        
        Internal- based on exposure, memory
        
        External- actual price
        
        Price fairness- justify discrepancy esp in service industry (less-transparent pricing) to avoid alienating cust
      - Cost-benefit tradeoff i.e. relative to price
  - - - Functional- performance satisfaction
      - Physical- to self/others
      - Financial- worth the cost?
      - Psychological/social- public/ego embarrassment
      - Time risk- waste of time
    - - Person- risk tolerance; adverse (riskier) vs. risk tolerant
      - Product- newer (riskier) vs. established product
      - Situation- online (riskier) vs. physical store
    - - Seek more product info
      - Remaining loyal
      - Use other extrinsic cues e.g. choose from reputable brand/store
      - Price as a gauge e.g. buy priciest to reduce risk
      - Seek reassurance e.g. guarantees, trials, warrantees
  - - - Techniques
        
        Premier- highlight brand's exclusivity
        
        Against competitors- acknowledge competitors in positioning statement
        
        Key superior attributes
        
        Unowned position- using perceptual mapping
        
        Umbrella- describes brand's universal benefit
      - Key- feature target's relevant product benefits
      - Service (intangible) industry- focus on image
        
        Differentiated positioning strategies
        
        Diff service lines for diff segments e.g. SIA group economically segmented by SIA, Scoot, Silkair
      - Goal- sustain brand image, long-term cust r/s
    - - Analytical technique plotting/visualises cust's perception of various brands
      - Indicates gaps (unowned position)- not necessarily market opportunities, need further research (trends, info) to ascertain
    - - When?
        
        Increased competition
        
        Changing consumer taste
      - Trickier than positioning (long-term undertaking)- needs careful maneuvering
- - - - Components
        
        Store
        
        Short-term (brief)- to process
        
        Long-term (held)- also alters stored content
        
        Episodically- by order acquired
        
        Semantically- by concepts
        
        Sensory (temp)- to receive
        
        MI- impactful stimuli
        
        Rehearse, encode
        
        From ST > LT- rehearse (silent mental repetition) to encode (perception representation e.g. in word/image form)
        
        MI- encourage rehearsal + encoding
        
        Barriers- overloaded/complex info leads to frustration, confusion, negative purchase decisions
        
        Retrieve, retain
      - Factors
        
        Individual's ability/intellectual capacities e.g. age, education, risk perception
        
        Info complexity
    - - Involvement (relevance, risk) > Cognitive effort (info-processing) lvl > brand loyalty, repeat purchases
        
        Purchase
        
        Involvement
        
        Low (peripheral persuasion route)- quick, simple decisions
        
        High (central persuasion route)- serious thought; effortful
        
        (Personal) Relevance
        
        MI
        
        Highly involved cust- hard to satisfy (can deliberate even simple decisions)
        
        Tactics
        
        Video games- ads
        
        Online ads- "avatars"
        
        Ads- sensory appeals
        
        Forge cust r/s
  - - - Basis- experiences-based; trial & error process
      - Ways
        
        Increase desired behaviour
        
        Reinforcement
        
        Negative- remove something unpleasant
        
        Positive- give pleasant reward
        
        Reduce undesired behaviour
        
        Punishment- impose unpleasant consequences on undesired behaviour; "fear appeals", learning th hard way
      - Other phenomenon
        
        Forgetting- with decreased behaviour; need to remind
        
        Extinction- when desired behaviour reduces overtime due to non-reinforcement; link btw stimulus-reward disappeared/unlearned; to reinforce thru cust satisfaction
        
        Shaping- reinforce before desired behaviour occurs; reward offer before cust purchase decision e.g. early-bird discount
      - MI
        
        Cust satisfaction, r/s marketing (e.g. gem, go the extra mile)- positive experience/reinforcement with every brand touchpoints
        
        Decide
        
        Learning (stimuli-exposure) duration
        
        Massed- instant hit; intense over short period
        
        Distributed- progressive, drawn-out; long-term repeat purchase
        
        Affects new product announcement timing
        
        Reinforcement schedules
        
        Systematic (fixed ratio) e.g. after every 3 times; stamp cards
        
        Random (variable ratio)- random e.g. lotteries, casino
        
        Continuous- every time
    - - MI
        
        Connect desired responses to brand
        
        Repetition
        
        Key in creating association btw CS + UCS
        
        Increasing association strength- slowing forgetfulness
        
        Con- advertising wear-out (boredom), leading to tune out; thus to vary advertising themes
        
        Stimulus generalisation- slightly diff stimuli invoking same response
        
        MI
        
        Incentives for "me-too/copycat" products
        
        Branding, product (line/form) development- higher acceptance due to trusted brand
        
        Family branding- allows favourable brand association to extend to other products
        
        Licensing- of popular brand name to other brands (instant recognition)
        
        Stimulus discrimination
        
        Select specific stimulus amongst others
        
        MI
        
        Positioning-related
        
        Teach cust how to discriminate among multiple stimuli- by choosing specific/unique benefit as differentiating point; prevent others from imitating
      - Basis- stimuli-based; uses repetitions. reinforcement
      - Pair unconditioned stimulus (UCS) with conditioned stimulus (CS) to elicit a desired response
    - - Basis- observing others' behaviours and consequences
      - Reinforcement- still needed
      - MI- credible endorsers fronting campaign; increases trial if product beneficial e.g. product usage video demonstration