So much that it is impossible for any one person to perceive them all. When it comes down to it, consumers see and hear what they expect to see and hear. *Note that perception is constructive so most people construct interpretations on the fly. Interpretation is constructed as needed based on two major factors: The “actual” stimulus and prior expectations. If you’re going to have a company page on a social network, don’t host a lifeless, dull page or else consumers may form a negative perception of your company. This means that in the event someone enters your page make sure they have the information needed to comprehend what your business is all about. Comprehension is the interpretation that a consumer develops about a stimulus in order to assign meaning to it. Once you crash through the gateway you must convey something substantial and lasting. Here are some ways to enhance attention:Ĭomprehension/ Interpretation: As stated above, attention is the gateway to perception. Gaining attention can be one of the hardest parts of consumer perception, especially in social media due to the sheer volume of competition on social networks. They could click on your ad or click on a link to visit your page.
This is essentially the gateway to perception and is when your product or brand has been actually been noticed and information has been recorded by the consumer in some way. This doesn’t necessarily mean they notice stimulus, but you need to make sure that at the very least your product or brand is present for their senses (sight, sound, taste, touch, smell) to pick up on. This is the first stage in the perception process and is when the consumer comes into physical contact with a stimulus, whether they come in contact with a link to your page or a search query. Each of these stages plays a unique and equally important role and should be focused on by your company in order for your consumers to be able to form the perception you want them to form. The Perceptual ProcessĮvery consumer goes through a process comprised of three stages for them to create a perception of something: Exposure, Attention, and Comprehension. You may be the greatest company known to man but if your consumer base has a negative perception of your business, you’ll never receive the recognition you deserve. Perception is crucial in understanding consumer behavior because what consumers perceive is what affects their actions, even if their perceptions aren’t necessarily true.
The idea that a consumer’s perception is a consumer’s reality is something that should always be kept in mind when attending to your company’s social media efforts. This statement means more to marketers than you would think. For this post we will be discussing the concept of consumer perception and how it plays into the way consumers see, feel, and react to your business’s social media. Welcome back to the second installment of Boomtown Internet Group’s Consumer Behavior in Social Media blog posts.
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