Ficha de revisão: Understanding Customer Perception and Learning

📋 Course Outline

1. Customer perception process phases
2. Nature and characteristics of perception
3. Perceptual filters: exposure, attention and interpretation
4. Customer perception: tangible and intangible factors
5. Customer learning: nature and types
6. Elements of learning and reinforcement
7. Learning theories: classical, operant and cognitive

📖 1. Customer perception process phases

🔑 Key Concepts & Definitions

• Sensing selecting : Sensing selecting is the phase where customers gather information about a brand or product using their senses.
• Organising interpreting : Organising interpreting is the phase where customers assign value to gathered information using their personal beliefs.
• Interpreting reacting : Interpreting reacting is the phase where customers act, shaped by internal and external stimuli such as experiences and online reviews.

📝 Essential Points

• The customer perception process has three stages: sensing/selecting, organising/interpreting, and interpreting/reacting.
• Sensing/selecting uses the senses of feel, sight, smell, hearing, and taste to gather information.
• Organising/interpreting involves analysing the gathered information’s value using personal beliefs.
• Interpreting/reacting leads to customer action influenced by internal and external stimuli.
• Online reviews are explicitly listed as an external influence on interpreting/reacting.
• The three phases influence customer behaviour by moving from information gathering to meaning-making to action.

💡 Memory Hook

S-O-R: Sense → Organise → React.

📖 2. Nature and characteristics of perception

🔑 Key Concepts & Definitions

• Customer perception : Customer perception is the awareness of customers about a company, its brand, its values, and its products, including their impressions and opinions.
• Perception as selection : Perception as selection means people choose which stimuli to take in rather than receiving everything equally.
• Perception as subjectivity : Perception as subjectivity means the same stimulus can be interpreted differently by different individuals.
• Frame of reference : Frame of reference is the personal viewpoint that shapes how an individual interprets stimuli and forms meaning.

📝 Essential Points

• Perception is described as selecting, organising, and interpreting stimuli to form a meaningful picture of the world.
• The senses involved include sight, sound, smell, touch, and taste.
• Perception is selective, subjective, and based on the individual’s frame of reference.
• Customer perception includes both awareness and opinions about company elements.
• Companies that want to match customer views must understand the perception process phases.
• Perception is linked to how customers form impressions and opinions, not only to physical exposure.

💡 Memory Hook

Selective + Subjective + Frame: S-S-F.

📖 3. Perceptual filters: exposure, attention and interpretation

🔑 Key Concepts & Definitions

• Exposure : Exposure is the stage where an individual comes into contact with a stimulus.
• Selective attention : Selective attention is the stage where attention is drawn by the stimulus and by the situation, not equally to all stimuli.
• Selective interpretation : Selective interpretation is when a stimulus is perceived but the message is not understood as intended.
• Levelling : Levelling is the process of ignoring or simplifying parts of a message so it becomes more acceptable.
• Sharpening : Sharpening is the process of adding new elements to a message so it fits the customer’s predispositions and value systems.

📝 Essential Points

• The perceptual process includes four stages: exposure, attention, interpretation, and memory (or recall).
• Attention is determined by both the individual (selective attention) and the stimulus, and also by the situation.
• Size and intensity affect noticeability, with larger formats (e.g., full-page) more noticeable than smaller ones.
• Colour can draw attention and give a product distinct identity.
• Position affects attention because stimuli placed where people are more likely to look are noticed more.
• Isolation means separating a stimulus object from other objects to improve noticeability.

💡 Memory Hook

E-A-I-M: Exposure → Attention → Interpretation → Memory.

📖 4. Customer perception: tangible and intangible factors

🔑 Key Concepts & Definitions

• Quality : Quality is a tangible factor in perception where different people may define quality differently.
• Service : Service is a tangible factor in perception tied to customer expectations and satisfaction.
• Branding : Branding is a tangible factor in perception involving packaging, logos, and marketing materials aligned with customer expectations.
• Reputation : Reputation is an intangible factor in perception built through investment in brand standing.

📝 Essential Points

• Tangible factors listed include quality, service, price, and branding.
• Quality is not one fixed meaning; marketers must focus on the attributes most important to customers.
• Service expectations are high, and dissatisfaction can lead to complaints on social media.
• Price is described as a factor influencing perception, with rice used as an example.
• Branding includes packaging, logos, and marketing materials that must match customer expectations.
• Intangible factors listed include advertising and social media platforms, influencers, and reputation.

💡 Memory Hook

Tangible: Q-S-P-B; Intangible: Ads/Social + Influencers + Reputation.

📖 5. Customer learning: nature and types

🔑 Key Concepts & Definitions

• Customer learning : Customer learning is the process through which behaviour depends on what people learn and remember about objects and situations.
• Experiential learning : Experiential learning is learning by doing, followed by reflection on the experience.
• Conceptual learning : Conceptual learning is learning without direct experience.

📝 Essential Points

• Learning and remembering are described as dependencies for behaviour.
• The decision-making process is said to depend on past learning situations.
• Experiential learning is engaged learning where people learn by doing and reflecting.
• Conceptual learning is contrasted as having no direct experience.
• Learning is framed as affecting how customers interpret and respond to objects and situations.
• The chapter links learning to customer behaviour and decision-making through memory.

💡 Memory Hook

Experiential = Do + Reflect; Conceptual = No direct experience.

📖 6. Elements of learning and reinforcement

🔑 Key Concepts & Definitions

• Stimulus : Stimulus is the cue that triggers the learner’s interest and is the first requirement of learning.
• Response : Response is any action, reaction, or mental state produced by a stimulus or cue.
• Reinforcement or reward : Reinforcement or reward is the satisfaction from successful behaviour that strengthens memory of how it was achieved.
• Repetition : Repetition is performing the same action several times to increase reinforcement.
• Participation : Participation is involving the learner in an activity to help reinforcement.

📝 Essential Points

• Learning requires a stimulus that stimulates the learner’s interest.
• A response can be physical action, a reaction, or a state of mind resulting from a cue.
• Reinforcement is described as satisfaction from successful behaviour that triggers memory of how success occurred.
• Repetition increases reinforcement by repeating the same action several times.
• Participation can help reinforcement by involving the customer in the learning process.
• Reinforcement is tied to both successful behaviour and memory formation.

💡 Memory Hook

S-R-R: Stimulus → Response → Reward; then Repeat + Participate.

📖 7. Learning theories: classical, operant and cognitive

🔑 Key Concepts & Definitions

• Classical conditioning : Classical conditioning is learning an association between two stimuli when they repeatedly appear together.
• Instrumental conditioning : Instrumental conditioning is learning that rewards desired behaviours and discourages behaviours with negative outcomes.
• Operant conditioning : Operant conditioning is the same idea as instrumental conditioning: behaviour changes based on positive and negative outcomes.
• Cognitive learning : Cognitive learning is a theory that emphasises internal mental processes rather than only observable behaviour.

📝 Essential Points

• Classical conditioning is based on constant pairing of two stimuli.
• In classical conditioning, the learner forms an association between stimuli.
• Instrumental/operant conditioning focuses on performing behaviours that produce positive outcomes.
• Instrumental/operant conditioning also includes avoiding behaviours that yield negative outcomes.
• Cognitive learning contrasts behavioural theories by stressing internal mental processes.
• The chapter groups these as the most relevant learning theories for marketing implications.

💡 Memory Hook

3 theories: Classical = Stimulus pair; Operant = Outcomes; Cognitive = Mind processes.

📊 Synthesis Tables

Contrasting learning theories

Theory	Core mechanism	What changes
Classical conditioning	Association between two stimuli	Learned stimulus-stimulus link
Instrumental/Operant conditioning	Behaviours followed by positive/negative outcomes	Behaviour selection based on outcomes
Cognitive learning	Internal mental processes	Understanding shaped by thinking

⚠️ Common Pitfalls & Confusions

1. Confusing the three perception phases: sensing/selecting is about gathering, organising/interpreting is about valuing, and interpreting/reacting is about acting.
2. Assuming perception is purely objective; the material stresses selectivity, subjectivity, and dependence on frame of reference.
3. Mixing up interpretation types: selective interpretation is misreading the intended message, while levelling and sharpening are message simplification or added meaning.
4. Treating all factors as tangible; the chapter explicitly separates tangible factors (Q-S-P-B) from intangible ones (ads/social, influencers, reputation).
5. Thinking experiential and conceptual learning are the same; experiential requires doing and reflecting, while conceptual has no direct experience.
6. Believing reinforcement is only punishment/reward; the material defines reinforcement as satisfaction from successful behaviour that strengthens memory.
7. Mixing theories: classical conditioning links stimuli, operant/instrumental conditioning links behaviour to outcomes, and cognitive learning focuses on internal mental processes.

✅ Exam Checklist

1. Explain the three phases of the customer perception process and what happens in each phase.
2. List the senses involved in sensing/selecting and describe how organising/interpreting uses personal beliefs.
3. Describe how interpreting/reacting leads to action and name the internal/external influences mentioned (including online reviews).
4. Define customer perception as awareness plus impressions/opinions about company/brand/values/products.
5. State the three characteristics of perception: selective, subjective, and based on frame of reference.
6. Reconstruct the perceptual process stages: exposure, attention, interpretation, and memory (or recall).
7. For attention, state the factors given: size and intensity, colour, position, and isolation, and link them to noticeability.
8. For interpretation, distinguish selective interpretation, levelling, and sharpening in terms of how meaning is formed.
9. Identify the tangible factors affecting perception: quality, service, price, and branding, and state what each implies.
10. Identify the intangible factors affecting perception: advertising/social media platforms, influencers, and reputation.
11. Define customer learning and explain how behaviour depends on what is learned and remembered from past situations.
12. Differentiate experiential learning from conceptual learning using the presence/absence of direct experience.
13. List the elements of learning: stimulus, response, and reinforcement/reward, and state what each means.
14. State the two aspects of reinforcement: repetition and participation, and what each is meant to do for reinforcement strength/memory effects.