Flashcards: Understanding Customer Perception and Learning — 14 cartões

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.