CB 消费者行为学chapter 3.doc

Chapter 3:Consumer Learning Starts Here: Perception Chapter 3:Consumer Learning Starts Here: Perception PAGE 70 ? South-Western/Cengage Learning ? South-Western/Cengage Learning PAGE 71 PAGE 44 ? South-Western/Cengage Learning Chapter 3: Consumer Learning Starts Here: Perception LECTURE OUTLINE WITH POWERPOINT SLIDES Have students access http://4/cb/ to see the polling questions for CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course. My perceptions of advertisements are usually accurate. Strongly disagree 1 2 3 4 5 6 7 Strongly agree After studying this chapter, the student should be able to: LO1. Understand the elements of consumer perception. LO2. Know the phases in the consumer perception process. LO3. Be able to apply the concept of the JND. LO4. Apply the concepts of implicit and explicit memory. LO5. Know the ways in which a consumer’s attention can be enhanced. LO6. Know the difference between intentional and unintentional learning. Suggested Lecture Opener Consumer perception of grocery shopping is changing in 2008. Consumers’ perception of food quality and its implications for the marketplace is about to change. One perception is the movement toward “fresh,” but the industrys understanding and consumers perception of what fresh means are on divergent courses. Now, fresh and local are among the key words replacing organic as indicative of the highest-quality food experience. Fresh refers to a status or distinction where foods are in their most natural state. Currently, there is no single dimension in food that triggers fresh perceptions in all consumers. Marketers are able to shape perception by the color of the packaging and emphasizing natural colors, product narratives using people or places, and appearance of minimal processing.  Slide 1 Slide 2 Slide 3 The communication of value relies on consumer perception and learning. Learning refers to a change in behavior resulting from