Perception, Stimuli and Sensation

• Perception is the process where individuals select, organize, and interpret stimuli into a meaningful world picture.
• A stimulus is any sensory input.
• Sensation is the sensory organs' direct response to stimuli.
• Sensory receptors are organs receiving sensory input.
• Clutter necessitates selectivity in perception.
• Selectivity filters out unimportant information.
• Selective exposure involves choosing which information to be exposed to.
• Selective attention is the level of awareness based on the information's relevance.
• Selective organization involves interpreting the meaning of stimuli.
• The cocktail party phenomenon demonstrates constant processing of stimuli, even when unaware.
• High involvement increases perceptual selectivity, and vice versa.
• Consumers actively seek information to reinforce their desires when highly involved.
• Marketers have a greater impact on customers making low-involvement decisions.
• These customers are more sensitive to stimuli, and attitude shifts are more likely.
• Perceived risk is uncertainty about purchase consequences.
• Promotional campaigns, warranties, and guarantees reduce perceived risk.

Social Pressure

• The Solomon Asch experiment demonstrated that social pressure can alter beliefs.
• One-third of unknowing participants conformed to the incorrect group answer.

Influence on Consumer Behavior

• Family, culture, subculture, and social class influence consumer behavior.
• Family is defined as two or more related individuals living together.
• Socialization imparts basic values and behaviors consistent with the culture.
• Consumer socialization is how children learn to be consumers.
• Socialization agents are people or organizations that influence socialization.
• Frequency of contact and control over the consequences is relevant
• Children are significant to consumer behavior because they are primary markets, influence other consumers, and become future consumers.

Culture

• Culture encompasses everything learned that directs behavior in a society.
• Culture is learned, dynamic, invisible, and includes written and unwritten rules.
• Culture defines the meaning of life.

Cultural Components

• Abstract elements include values, beliefs, morals, customs, symbols, and symbol systems.
• Concrete elements include artifacts.
• Artifacts hold symbolic meaning associated with activities.
• Belief is knowledge.
• Values are widely held guides for appropriate behavior.
• Customs are acceptable behaviors in specific situations.
• A symbol represents something else.
• A ritual is a symbol system.
• Core values reflect a society's character.

American Core Values

• Individualism highlights "self-made" success stories.
• Fitness is reflected in gym culture.
• Youthfulness is seen in Botox and skincare practices.
• Progress includes social justice movements.
• Freedom is embodied in the First Amendment.

Cultural Analysis

• Content analysis examines and quantifies cultural content.
• Field observation gathers information by observing a culture without interaction.
• Direct interaction includes surveys, in-depth interviews, and observations.

Subculture

• A subculture is a culture within a culture with unique shared beliefs.
• Subcultures are based on nationality, age cohort, gender, race, geography, religion, and consumption.
• An age cohort is an age group that has grown up together and experienced similar things.
• People tend to adopt the consumption habits of their subculture.
• Consumption communities share well-being, risks, interests, and concerns from consuming the same objects.
• A brand community is a non-geographically bound community based on admiration for a brand.
• People left villages(Gemeinschaft) for cities (Gesellschaft)
• The products bought are evidence of the new interests that draw people together
• Anomie is rootlessness.
• Key markers of brand communities include shared consciousness, rituals and traditions, and a sense of moral responsibility to other members.