Customer perception phases — sequence?
Sensing/selecting, organising/interpreting, reacting/acting.
Perception — key characteristics?
Selective, subjective, based on frame of reference.
Perceptual filters — stages?
Exposure, attention, interpretation.
Tangible factors — examples?
Quality, service, price, branding.
Intangible factors — examples?
Advertising, social media, influencers, reputation.
Customer learning — nature?
Behavior depends on learned and remembered information.
Types of learning — examples?
Experiential (doing), conceptual (thinking).
Elements of learning?
Stimulus, response, reinforcement.
Reinforcement — purpose?
Strengthens memory and encourages behaviour.
Classical conditioning — mechanism?
Associating two stimuli repeatedly.
Operant conditioning — focus?
Behaviours influenced by outcomes.
Cognitive learning — emphasis?
Internal mental processes, understanding.
Attention factors?
Size, intensity, colour, position, isolation.
Selective interpretation — meaning?
Perceiving message differently from intended.
Test your knowledge with 14 questions on Understanding Customer Perception and Learning.
1. In which phase do customers assign value to gathered information using their personal beliefs?
2. Which learning theory is based on learning an association between two stimuli that repeatedly appear together?
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