![]() ![]() ![]() After receiving the stimulus, our cognitive structures evaluate and process it. Our senses receive information about the environment when developing a perception towards an object. As humans, we form perceptions about objects using our internal cognitive structures and knowledge. Every person has their own cognitive structure formed by their personal experiences, values, beliefs, senses, ideas, and attitudes. Cognitive theorists believe that people are different from other kinds of animals because we process stimuli using our knowledge or cognitive structures when making decisions. Cognitive Theory of PerceptionĬognitive theory is the modern approach for explaining the influence of perception. We act based on our perceptions, which means perception plays a vital role in determining which organization/brand/product/service we choose when making a purchase. As consumers, we each perceive brands and their offerings on an individual basis. To put it simply, perception is how we see the world. There are many varying types of perception, from our five senses to non-classical types such as spacial, form, time, kinesthetic, thermal, and others. Perception is the process through which we gather, process, and interpret information from our environment. Part 1 of this new series covers the power of perception the theories behind it its effects on consumer behavior and how marketing leaders can ensure their products, services, and organization are perceived in a positive light. This is just one example of countless others, proving consumer perception is significant in determining whether a consumers adopts a brand into their lives, or not. With these connections, the consumer has formed an unbreakable, positive perception so strong that the very thought of brand disloyalty is off-putting.įor instance, if someone tells a Mac Fanatic to buy a Windows PC, the advice comes off laughable-yet-almost-insulting due to the connection the Mac lover has made with the Apple brand. When a consumer becomes loyal–beyond just repeat purchases–the brand has connected and bonded with them on a deep emotional level. Consumer and brand sentiment are established through the anchors and perceptions formed throughout the entire customer journey. ![]() Depending on how consumers perceive your product, service, or organization determines if they will purchase from your company and have a desire to be loyal to it. Perception is a powerful psychological factor that significantly impacts the consumer-decision buying process. ![]() 50% of American consumers will switch companies because of poor customer service. 89% of consumers are more likely to make another purchase after a pleasant customer experience. For 90% of consumers, customer service is important to their choice of and loyalty to a brand. The competition to own market share is tough however, companies that cater to their target audiences by meeting or exceeding their expectations with an excellent customer experience and stellar customer service are perceived positively and reap the benefits of increased sales and recognition. An increasing number of companies now invest in customer experience optimization, products and services innovation, and enhancing consumer appeal in never-before-seen ways. As a marketing leader, you understand firsthand that your ability to improve your brand’s perception to your target market(s) becomes more challenging year over year. ![]()
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