잠재고객의 인식과 행동을 바꾸는 브랜드 커뮤니케이션

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9748

Perception

The process of developing an interpretation of a stimulus, or in other words, deciding what a stimulus means.

Perhaps the most CRUCIAL process in customer behavior for two reasons:

1. What customers perceive is what affects their actions

2. What is perceived is not necessarily what is "true"

Process of Perception

Perception is constructive; 

-사람들은 특정한 맥락 속에서 해석을 생성한다

-"의미"는 필요에 따라 만들어진다

-"의미"는 두 개의 주요 요소를 바탕으로 한다:

FIRST STAGE OF BIAS

"실제" 자극이나 이벤트; Exposure & Attention

EXPOSURE IS SELECTIVE; 사람들은 무언가에 노출되는 것을 선택한다.

ATTENTION - voluntarily (=selective) / involuntarily (=passive)

SECOND STAGE OF BIAS

우리의 사전적인 기대와 기존의 경험 (perceptual interpretation)

"INTERPRETATION VARIES BASED ON THEIR PRIOR BELIEFS" - 해석은 본래 지니고 있는 가치관에 따라 달라진다

PERCEPTION ARE FREQUENTLY BIASED

THEY DON'T NECESSARILY REPRESENT WHAT IS TRUE

Overview of Perceptual Process

Your perceptions affect your SUBSEQUENT BEHAVIOR

- It's almost an AUTOMATIC REACTION

Stroop Test

A stress manipulation - it makes people feel uncomfortable because of dissonance

"It is an automatic reaction that's difficult to stop"

Blue          Red

Yellow      Blue

Purple      Green 

Green       Pink

Perceptual Organization

_Proximity

Belief that things close to each other physically must belong together

Salad dressing near salad

> implicit assumption that if the product is near another product, they belong together

Physical distance affects whether things are similar or belong together

Perceptual Organization

_Similarity

"Things that LOOK ALIKE people assume they have THE SAME QUALITY"

If a store brand makes itself look very similar to the national brand

> YOU ASSUME THE QUALITY'S THE SAME

   EVEN THOUGH YOU HAVEN'T TESTED IT

   YOU'RE MAKING AN ASSUMPTION OF PERCEIVED QUALITY based on the process of similarity.

Brand NE Product

With Coca Cola brand on bottle > People will think it tastes better, willing to pay higher price

EVEN IF THE PRODUCT'S EXACTLY THE SAME.

> 한 번 브랜드를 입히면, 그 제품에 대한 인식을 변화시킨다.

듣보잡 다이어트 드링크에 "Diet Coke" 브랜드를 씌우자, 사람들은 씌운 경우 더 맛있으며, 더 많은 금액을 지불할 의사를 보였다.

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본 내용은 아래 MooC 강의의 학습내용을 바탕으로 작성했습니다.

https://www.coursera.org/specializations/wharton-business-foundations