Daryl Bem's Theory Of Consumer Perception Theory

Upon meeting someone, I start to make snap judgements about the character of this person, though I’ve never talked to them one on one. All that this is, is my subconscious taking the forefront and using my past experiences to form a hypothesis on what this person is like. Even when I am made aware of my subconscious biases, even when the only person affected is myself, I still fall back into “thinking without thinking.” In The clark doll Experiment of 1940, the predecessor of the experiment done by Claude Steele and Joshua Aronson, Kenneth and Mamie Clark asked children to pick the “nicer,” “prettier” and “smarter” doll of two options: one being white and the other being black. The vast majority favored the white doll, including the black children in the experiment. This proves that we are primed from birth about who we are, and who we are suppose to

Former research is an explicit indicator of how one's behavior can be a product of the situation that person is present in. Experiment one of "Automaticity of Social Behaviour: Direct Effects of Trait Construct and Stereotype Activation on Action that trait concepts and stereotypes" by John A. Bargh, Mark Chen, and Lara Burrows of New York University provides an experiment analyzing that behaviour through an experiment which will form the basis of critique in this paper.

The first experiment conducted by Devine and colleagues conducted a well thought out experiment in terms of their technique. In all three studies the authors’ randomly assigned the participants to the experiments increasing the ability to generalize this sample to a larger population. In addition, the participants were asked to freely respond to the question, providing a more accurate knowledge of stereotypes because no cues were provided to influence the subjects’ knowledge. The anonymity of the participants also allows subjects to freely provide information without being judged resulting in an easier access to their private thoughts. Alternatively, in all three studies the authors recruited a number of white participants. This may produce bias in their results as stereotypes and prejudice towards blacks have historical roots in their culture. In the first study, the list of traits do not completely capture

Although we can’t bypass the perceptual process, but we should make every attempt and find ways to minimize perceptual biases and distortions. This case suggests that education and awareness about how stereotyping works as well as meaningful interaction can effectively decrease the negative impact of perceptual errors. Actions that

In the journal (classical conditioning of consumer attitudes: Four experiments in an advertising context) page number 334-349, writer has stated that the behavior of a consumer is towards the product matters. (Elnora W. Stuart, 1987). And classical conditioning matters a lot. He proves by providing multiple examples.

I survey the body language, facial expressions and the possible words or phrases that can be interpreted more than one way. Because of this course I am more tolerant to people who are prejudiced. The most personally influential chapter to me was chapter two in the assigned textbook. The chapter introduced me to how stereotypes are formed and the consequences of categorizing people. Studies show that in order to simplify the workload of the brain, we place people into social categories based on previous experience and peer learning. “Social categorization involves thinking about people primarily as members of social groups rather than as individuals” (Blaine, 22).I found that I engage in this practice, but the automatic groups do not usually have negative stereotypes attached; When I meet a negative exception, they are then sorted into a subgroup.The second most influential chapter …..Chapter four of the textbook details the components of prejudices. the stereotypes and instances of prejudice enabled me

In the first of two experiments participants were shown two faces that appeared simultaneously on a screen along with a single characteristic. They we then prompted to choose which person seemed more likely to fit the characteristic on the screen alternatively, they could choose to respond that they had no gut feeling. The researchers chose to focus on white and black races in particular. Faces were presented in three different combinations: white paired with white, black paired with black or black paired with white. Characteristics were either stereotypes against blacks or were neutral characteristics. Participants were found to be “less likely to make cross-race choices than same race choices and were significantly less likely to make choices involving stereotype relevant than irrelevant traits” (Norton et. al, 2012). It was found that “choice rates for same-race choices did not depend on the relevance of the trait” (Norton et. al,

To define customer orientation in respect to the philosophy underlying The Marketing Concept (May, 2014) is to

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

Much of the research in this area has focused on how race affects observers’ recognition or memory of others. Although people are generally quite adept at recognizing the faces of others who they have seen previously, doing so is considerably more difficult for faces of other-race individuals. This tendency has been called the own-race bias. Regardless of whether a particular individual is recognized or not, perceiving a target’s race permits racial stereotypes to affect a broad range of social perceptions and judgments, even in the absence of explicit prejudice. In some laboratory studies, for example, participants have been asked to make simple judgments—such as whether a target is holding a gun or a tool—that are objectively unrelated to the target’s race. In other studies, participants have been charged with deciding whether or not to “pull the trigger” on a target who is holding either a weapon or another object. In both cases, the race of the target affects the speed and accuracy of judgments (Sadalla et al, 1994). The facility to perceive others accurately from visual cues alone extends beyond the perception of sex and race. Based on only brief exposures to degraded video images of an individual, observers can accurately judge a range of personal characteristics. These include social categories such as sex, race, and sexual orientation and dispositional characteristics such as teaching effectiveness. Thus, even from these thin slices, person perception can be remarkably accurate (Ambady, 1992). Whether person perception occurs by inferring traits from behaviors or by merely perceiving the physical appearance of another, this is the foundation for how people respond to and evaluate others. Given this far-reaching impact, research investigating various aspects of person perception will continue to be an important area in social psychology for years to

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Perception of customers is a marketing concept that encompasses a customer 's impression awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.