消费者行为学ch04

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1、CHAPTER4TheCustomerasaPerceiverandLearnerCUSTOMERBEHAVIOR:AMANAGERIALPERSPECTIVEPART2:FoundationsofCustomerBehavior1TheInternalInfluencesonCustomerBehaviorPerceptionLearning2Copyright©1999byThomasSouthwestern.Allrightsreserved.PerceptionandLearningPayerUserBuyerLearningCognitivelearningClassicalcond

2、itioningInstrumentalconditioningModelingPerceptionSensationOrganizationInterpretationStimulusCharacteristicsContextCharacteristicsCustomerCharacteristics3Copyright©1999byThomasSouthwestern.Allrightsreserved.TheCustomerasaPerceiverThecustomer’sperceptionofaproductorabrandiswhatmattersPerceptionisthep

3、rocessbywhichanindividualselects,organizes,andinterpretstheinformationheorshereceivesfromtheenvironment4Copyright©1999byThomasSouthwestern.Allrightsreserved.TheProcessofPerceptionSensationOrganizationInterpretation5Copyright©1999byThomasSouthwestern.Allrightsreserved.FactorsthatShapePerceptionStimul

4、uscharacteristicsThenatureofinformationfromtheenvironmentContextcharacteristicsThesettinginwhichtheinformationisreceivedCustomercharacteristicsPersonalknowledgeandexperiences6Copyright©1999byThomasSouthwestern.Allrightsreserved.StimulusCharacteristicsSensoryStimulatesanyofthefivesensesInformationcon

5、tentMovestheperceptualprocessbeyondsensationorstimulusselectiontowardsorganizationandinterpretation7Copyright©1999byThomasSouthwestern.Allrightsreserved.ContextCharacteristicsInperceivingastimuluswithagivensetofcharacteristics,customerswillalsobeinfluencedbythecontextofthestimulusExample:blind-taste

6、teststudies8Copyright©1999byThomasSouthwestern.Allrightsreserved.CustomerCharacteristicsPerceptionsareinfluencedbywhatcustomersalreadyknowandfeelaboutthestimuliSuchpriorknowledgeandfeelingsbecomeexpectationsExpectationsinfluenceperceptionsinthatweoftenendupseeingwhatweexpecttoseeSincecustomerexpecta

7、tionscolortheperceptionofreality,users,payers,andbuyersarealsolikelytoseeaproductorservicedifferently9Copyright©1999byThomasSouthwestern.Allrightsreserved.BiasesinthePerceptualProcessCustomersbecome“s