4304189
Descrição
Mapa Mental por Irving Arias Dro, atualizado more than 1 year ago
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Criado por Irving Arias Dro
quase 9 anos atrás
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Consumer behaviour 1 (Second Part)
- Perception:
- Definition: Process whereby
people select, organize and
interpret information from the
outside world.
- Model of consumer perception process.
- Exposure
- Exposure means that a stimulus comes
within the reach of one or more of our five
senses: seeing, hearing, smelling, touching,
and tasting
- Stimulus: is any object or event in the external environment.
Exposure determines whether a stimulus even has the
opportunity to be sensed by the consumer.
- Example: If you advertised Pocket God on a country music station,
and if your target consumers—mostly teenagers—didn’t listen to
country music stations, then the commercial would not have gained
exposure with your target audience.
- Example: If you advertised Pocket God on a country music station,
and if your target consumers—mostly teenagers—didn’t listen to
country music stations, then the commercial would not have gained
exposure with your target audience.
- Stimulus: is any object or event in the external environment.
Exposure determines whether a stimulus even has the
opportunity to be sensed by the consumer.
- Exposure means that a stimulus comes
within the reach of one or more of our five
senses: seeing, hearing, smelling, touching,
and tasting
- Attention
- Attention can be defined as allocation of mental
processing capacity. When attention is given, the
mind focuses on a stimulus, ready and willing to
process further information from that stimulus
- Getting attention is a major concern for
marketers because most consumers face a flood
of stimuli. For a stimulus even to be noticed, it
has to make its presence felt to one of our five
senses
- Getting attention is a major concern for
marketers because most consumers face a flood
of stimuli. For a stimulus even to be noticed, it
has to make its presence felt to one of our five
senses
- Attention can be defined as allocation of mental
processing capacity. When attention is given, the
mind focuses on a stimulus, ready and willing to
process further information from that stimulus
- Interpretation
- Is the process and outcome of
understanding the meaning of a
stimulus
- Example: When you first saw a can of 911
Smart Energy Drink on a store shelf, you
wondered if 911 had anything to do with
the September 11 World Trade Center
tragedy. Then you read the label that says
that it is a drink made by a nutritional
scientist in Switzerland. So you made a
mental note to try it sometime.
- Example: When you first saw a can of 911
Smart Energy Drink on a store shelf, you
wondered if 911 had anything to do with
the September 11 World Trade Center
tragedy. Then you read the label that says
that it is a drink made by a nutritional
scientist in Switzerland. So you made a
mental note to try it sometime.
- Is the process and outcome of
understanding the meaning of a
stimulus
- Exposure
- Definition: Process whereby
people select, organize and
interpret information from the
outside world.
- Learning Theories
- Learning definition: is a change caused
by information or experience. Learning
about products can occur
deliberately(Deliberadamente), as when
we set out to gather information about
different MP3 players before buying a
brand.
- Behavioural learning:
- Behavioural Learning: Behavioural
learning theoires assume that learning
takes place as result of connectuon that
form between events that we perceive.
- Classical conditioning
- A perspn perceives two stimuli at about
the same time. After a while, the person
transfers his response from one stimulus
to the other. Theory developed by Pavlov
in the experiment of the dog food and the
ring bell.
- Example: An ad shows a product and a
breathtaking beautiful scene so that (the
marketer hopes) you will transfer the positive
feelings you get from looking at the scene to the
advertised product. (Ad of car with a nice
background showing a sunset in a lovely beach)
- Example: An ad shows a product and a
breathtaking beautiful scene so that (the
marketer hopes) you will transfer the positive
feelings you get from looking at the scene to the
advertised product. (Ad of car with a nice
background showing a sunset in a lovely beach)
- A perspn perceives two stimuli at about
the same time. After a while, the person
transfers his response from one stimulus
to the other. Theory developed by Pavlov
in the experiment of the dog food and the
ring bell.
- Operant conditioning
- When people learng that their
actionsresult in rewards or
punishents, THis influences how
they will respond in similar
situations in the future.
- Example: Some marketers create product line extensions in which new
products share the name of an established brand so that people;s good
feelings about the current product will transfer to the new one. Dove which is
associated with gentle soup was able to establish itself as a producer of
bodylotions and more products because the consumer already trust the
product.
- Example: Some marketers create product line extensions in which new
products share the name of an established brand so that people;s good
feelings about the current product will transfer to the new one. Dove which is
associated with gentle soup was able to establish itself as a producer of
bodylotions and more products because the consumer already trust the
product.
- When people learng that their
actionsresult in rewards or
punishents, THis influences how
they will respond in similar
situations in the future.
- Behavioural Learning: Behavioural
learning theoires assume that learning
takes place as result of connectuon that
form between events that we perceive.
- Behavioural learning:
- Cognitive Learning:
- This theory views people as problem solvers who do
more than passively react to associations between
stimuli.
- Observational learning:
- When people watch the actions of
others and note what happens to them
as a result.
- Example: Health clubs and manufacturers of
exercise equipment feature well-muscled people
using their products. Mouthwash show that fresh
breath is the key to romance.
- Example: Health clubs and manufacturers of
exercise equipment feature well-muscled people
using their products. Mouthwash show that fresh
breath is the key to romance.
- When people watch the actions of
others and note what happens to them
as a result.
- This theory views people as problem solvers who do
more than passively react to associations between
stimuli.
- Learning definition: is a change caused
by information or experience. Learning
about products can occur
deliberately(Deliberadamente), as when
we set out to gather information about
different MP3 players before buying a
brand.
- Culture
- Culture is part of the
external influences that
impact the consumer.
That is, culture represents
influences that are
imposed on the consumer
by other individuals.
- For a brand, it is important
to understand and take into
account the cultural factors
inherent to each market or
to each situation in order to
adapt its product and its
marketing strategy.
- Example: McDonald’s is a brilliant
example of adaptation to the
specificities of each culture and each
market. Well aware of the importance
to have an offer with specific products
to meet the needs and tastes of
consumers from different cultures, the
fast-food giant has for example: a
McBaguette in France (with french
baguette and Dijon mustard), a
Chicken Maharaja Mac and a Masala
Grill Chicken in India (with Indian
spices
- Example: McDonald’s is a brilliant
example of adaptation to the
specificities of each culture and each
market. Well aware of the importance
to have an offer with specific products
to meet the needs and tastes of
consumers from different cultures, the
fast-food giant has for example: a
McBaguette in France (with french
baguette and Dijon mustard), a
Chicken Maharaja Mac and a Masala
Grill Chicken in India (with Indian
spices
- For a brand, it is important
to understand and take into
account the cultural factors
inherent to each market or
to each situation in order to
adapt its product and its
marketing strategy.
- Culture is part of the
external influences that
impact the consumer.
That is, culture represents
influences that are
imposed on the consumer
by other individuals.
- subculture
- Subcultures are groups of
people who share the same
values based on a common
experience or a similar lifestyle
in general. Subcultures are the
nationalities, religions, ethnic
groups, age groups, gender of
the individual, etc..
- Brands often communicate in
different ways, sometimes
even create specific products
(sometimes without significant
intrinsic difference) for the
same type of product in order
to specifically target an age
group, a gender or a specific
sub-culture.
- Example: in recent years, the
segment of “ethnic” cosmetics has
greatly expanded. These are products
more suited to non-Caucasian
populations and to types of skin
pigmentation for african, arab or
indian populations for example.
- Example: in recent years, the
segment of “ethnic” cosmetics has
greatly expanded. These are products
more suited to non-Caucasian
populations and to types of skin
pigmentation for african, arab or
indian populations for example.
- Brands often communicate in
different ways, sometimes
even create specific products
(sometimes without significant
intrinsic difference) for the
same type of product in order
to specifically target an age
group, a gender or a specific
sub-culture.
- Subcultures are groups of
people who share the same
values based on a common
experience or a similar lifestyle
in general. Subcultures are the
nationalities, religions, ethnic
groups, age groups, gender of
the individual, etc..
- Social Class
- Social classes are defined as
groups more or less homogenous
and ranked against each other
according to a form of social
hierarchy. Even if it’s very large
groups, we usually find similar
values, lifestyles, interests and
behaviors in individuals belonging
to the same social class.
- three general
categories among social
classes : lower class,
middle class and upper
class.
- Example: For example,
consumers from the middle
class and upper class
generally consume more
balanced and healthy food
products than those from the
lower class.
- Example: For example,
consumers from the middle
class and upper class
generally consume more
balanced and healthy food
products than those from the
lower class.
- three general
categories among social
classes : lower class,
middle class and upper
class.
- Social classes are defined as
groups more or less homogenous
and ranked against each other
according to a form of social
hierarchy. Even if it’s very large
groups, we usually find similar
values, lifestyles, interests and
behaviors in individuals belonging
to the same social class.
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