MKT-3020 Lecture Notes - Lecture 3: Folding Bicycle, Selective Perception, Classical Conditioning

• School: Clemson University
• Department: Marketing
• Course: MKT-3020
• Professor: Gaubert

Document Summary

Learning: a change in behavior resulting from the interaction between a person and a stimulus. Perception: a consumers awareness & interpretation of reality; the meaning we attach to the stimulus. Exposure the stimulus has to be within proximity of the consumer: advertising people; reach, frequency. Attention purposeful attempt to understand a stimulus: actually reading an ad, comprehension consumer takes meaning from stimulus. We are exposed to thousands of stimuli each day but only attend to a few. Comprehension = (cid:373)arketers (cid:449)a(cid:374)t (cid:272)o(cid:374)su(cid:373)er"s i(cid:374)terpretatio(cid:374) to (cid:271)e the i(cid:374)te(cid:374)ded (cid:373)ea(cid:374)i(cid:374)g. Ex: black box with american flag on top could mean anything. Ex: rugs the (cid:449)a(cid:455) (cid:449)e per(cid:272)ei(cid:448)e the sti(cid:373)uli i(cid:374)flue(cid:374)(cid:272)e (cid:449)hat (cid:449)e"re (cid:449)illi(cid:374)g to pa(cid:455) Ex: car with smiling grill is more popular than frowning grill. Changes our expectations for the product & our perception of the benefit. Ex: music, lighting, color, age of salespeople, layout.