Section 1 Consumer's Cognitive Process of Commodities
Cognitive process is the most basic psychological activity process, and it is the process of receiving, storing, processing and understanding all kinds of information. Consumers' cognitive process of goods is the premise of consumers' buying behavior and the basis of other psychological processes. It is realized through consumers' own psychological activities such as feeling, perception, memory, imagination, thinking and attention, and it is a comprehensive reflection process of the quality, attributes and relations with all aspects of goods.
First, feeling
Apple is red, spherical, fragrant, smooth skin and hard taste. The unique properties of these apples are only known after they are reflected to the brain by our sensory organs such as eyes, nose, hands and tongue. Such observation activities are people's feelings about apples. Therefore, feeling is the reflection of human brain on the individual attributes of objective things that directly act on sensory organs. It is the most common psychological phenomenon in our daily life and consumption activities. Feeling is a simple and basic psychological phenomenon, because it reflects the individual attributes and external characteristics of things, rather than the overall attributes and essential characteristics of things.
(A) the classification of feeling
Objective things have different properties, and when they act on different sensory organs, they will have different feelings. Feelings can generally be divided into two categories: external feelings and internal feelings.
Externality refers to the feeling that human body is stimulated by external things. According to whether the stimulus that causes sensation has direct contact with human sensory organs, it can be divided into distance sensation and contact sensation. The former refers to the feeling that sensory organs have no direct contact with stimuli, such as vision, hearing, smell, etc. The latter refers to the feeling that the sensory organs must be in direct contact with stimuli, such as taste and dull skin. In the external sense, vision is the most important channel for people to obtain information. According to the measurement, about 85% of information is obtained by vision, about 10% by hearing and the rest by other senses.
Endogenous feeling refers to the feeling produced by the stimulation of various organs and tendons in the human body. This feeling mainly includes a sense of position (also called balance), a sense of movement and a sense of internal organs. Such as dizziness, muscle tension, fullness, hunger, pain, etc.
(B) the characteristics of feeling
1. Suitable for stimulation
Proper stimulation means that specific sensory organs only receive stimulation of specific nature. Every sensory organ has its specific function, and it can only accept and reflect certain stimuli. For example, vision is stimulated by the light of the eyes; Hearing is stimulated by sound waves passing through the ear, and so on.
Step 2 be sensitive
Sensitivity refers to the ability of sensory organs to perceive the intensity and changes of external stimuli. Sensitivity is measured by the size of sensory threshold. Threshold means boundary and limit. Sensory threshold refers to the amount of stimulus that can cause sensation and last for a certain period of time. For example, people's ears can hear sound in the frequency range of about 20-20000 Hz, and they feel it within this limit, and they don't feel it beyond this limit. Every feeling has two types of sensitivity and sensory threshold, namely absolute sensitivity and absolute sensory threshold, differential sensitivity and differential sensory threshold.
Absolute sensory threshold refers to the minimum stimulus intensity that can just cause sensation. The ability to perceive the minimum stimulus intensity is called absolute sensitivity. Absolute sensitivity is inversely proportional to absolute sensory threshold. The smaller the absolute threshold is, the weaker the stimulus intensity that can cause sensation is, and the greater the absolute sensitivity is, indicating that the sensory organs of people are more sensitive. But sometimes the intensity of stimulation changes, and people may not feel it. Accordingly, the ability to perceive changes or differences in objective things is called differential sensitivity, and there is also an inverse relationship between differential sensitivity and differential perception threshold.
3. Adaptability
People's sensitivity will change. For example, when you enter the darkness from the bright outdoor, you can't see anything clearly at first, and you can gradually see the surrounding objects after a while; I just entered the workshop where the machine rumbled, and I felt very loud, but I will be fine after a while. This phenomenon is called sensory adaptability because of the continuous effect of stimulation on sensory organs. The ancients said that "the room of a man's garden lasts for a long time without smelling its fragrance" and "the room of a man's abalone lasts for a long time without smelling its stink", which refers to the adaptability of the sense of smell. Adaptability is a common sensory feature, which can not only improve sensitivity, but also reduce sensitivity. Generally speaking, the persistent effect of strong stimulus will cause the enhancement of sensitivity. In commodity sales activities, it is not appropriate to stimulate consumers' desire to buy by strengthening some kind of stimulus, because this stimulus will reduce consumers' sensitivity. In order to maintain the sensitivity of consumers, enterprises can achieve their goals by adjusting the action time of stimulus or changing the expression form of stimulus frequently.
Step 4 connect
Relevance refers to the sensory characteristics that the sensitivity of an organ changes due to the stimulation of other organs at the same time. For example, people's hearing will be strengthened in the dark and weakened in the light; Vibrating motor sound will reduce visual perception; Blind people are more sensitive to hearing and smell. In addition, relevance also shows the phenomenon of different meanings. For example, eyes feel cold when they see light blue and warm when they see orange; When writing on the blackboard with chalk, there is a sharp rubbing sound, and everyone will feel chilling. Relevance features are often used in commodity design, store interior decoration and commodity display in commodity sales activities.
As mentioned above, when we observe apples, we can identify individual attributes such as color, shape, fragrance, taste and hardness of apples through various sensory organs. On this basis, if the information of individual attributes is processed, it will form our overall impression of Apple, thus producing a psychological phenomenon of perception. Therefore, perception is the overall reflection of the human brain on the objective things that directly act on the sensory organs. Perception and feeling are two closely related but different psychological phenomena. Feeling is a psychological reflection of the individual attributes of objective things, while perception is a reflection of the overall image of objective things; Feeling is based on the reception of external information by sensory organs, while perception is formed by the whole processing of external information by human brain on the basis of feeling. Therefore, perception mostly comes from the synthesis of various senses, including psychological feelings at that time, past experience and accumulated knowledge. Therefore, perception is a pure psychological phenomenon, which has a great relationship with sensory stimulation and everyone's personality differences.
(A) the classification of perception
According to the characteristics that some sensory organs play a leading role in the process of perception, perception can be divided into visual perception, auditory perception, tactile perception and olfactory perception. For example, there are two objects made of red silk. We can tell by vision that this is a red skirt and that is a red flag. This is visual perception.
According to the characteristics of things reflected by perception, it can be divided into spatial perception, temporal perception, sports perception and social perception. Spatial perception refers to the human brain's perception of spatial characteristics such as the shape, size, distance and orientation of things; Time perception is a reflection of the continuity and sequence of objective phenomena, that is, the perception of the order and length of the movement process of things; Motion perception is the perception of object position migration and moving speed; Social perception is the subject's perception of individual and group characteristics in a certain social environment.
Illusion is also a kind of human sensory perception, which refers to the incorrect sensory perception of external things under certain conditions. Illusions are common, such as graphic illusion, direction illusion, shape illusion and time illusion. The reasons for this illusion are complicated, both objective and subjective. Illusion has both positive and negative effects on commodity sales activities. If it can be skillfully used, it will help to carry out commodity sales activities.
(B) the basic characteristics of perception
1. selectivity
The ship power of human body to selectively process external information is the selectivity of perception. There is a lot of commodity information in the market that acts on consumers' sensory organs. Consumers can't receive and reflect all the information at the same time, but can only clearly reflect some commodity information, which is the selectivity of consumer perception. Relying on this feature, consumers can distinguish the goods they need from many goods, or give priority to a certain characteristic among many characteristics of the same goods.
Step 2 be complete
When the individual attributes of objective things act on people's sensory organs, people can perceive them as a whole according to knowledge and experience, which is the integrity of perception. In purchasing behavior, consumers always combine individual attributes such as quality, price, style or trademark, packaging, etc. Form the overall image of goods. The integrity of perception is of great significance for people to quickly identify something in the ever-changing things. When we understand objective things, as long as we grasp the main features, we can make a quick overall response and save time and energy. Step 3 understand
When people perceive objective things, they always use the knowledge and experience gained in the past to explain them, which is the understanding of perception. The richer people's knowledge and experience, the more complete and profound their perception of things. People can also use the functions of language and writing to summarize the perceived information, so the understanding of perception is closely related to people's language and writing. The guidance of words can arouse past experience and understand the meaning of objective things. Understanding the characteristics helps to explain why different consumers have different perceptions of the same commodity. Experienced consumers always feel faster, more detailed and more comprehensive than ordinary consumers when choosing goods.
Step 4 be firm
When the basic attributes and main features of things remain unchanged, but some objective conditions change within a certain range, the image of perception can still remain relatively unchanged, which is the constancy of perception. This feature helps people to reflect the objective world comprehensively, truly and stably and adapt to the environment better; It is reflected in the purchase behavior, that is, consumers can avoid the interference of external factors in the complex and changeable market environment and distinguish the current goods according to past experience after purchase.
(C) the conditions and factors that affect perception
In daily life and market behavior, there are many conditions and factors that affect people's perception.
The different size and duration of stimulation lead to different perceptual effects. Generally speaking, large stimuli are more likely to cause people's perception than small stimuli, and long-term stimuli are more likely to cause people's perception than short-term stimuli. For example, commercial advertisements always publish as many large and eye-catching words and pictures as possible to attract consumers' attention; Television advertisements are often played many times in a period of time, also in order to arouse the audience's full perception.
Bright and lively colors attract consumers' perception and attention more easily than dull and monotonous colors. Generally speaking, warm colors are more exciting than cool colors. Of course, if there are too many color advertisements, black and white advertisements will give people a refreshing feeling.
The placement of location will also affect consumers' perception and attention. For example, when people go shopping or shopping, it is easy to feel the objects or goods that they can easily see, but they seldom pay attention to the items that are too high or too low. Even if people need to bow their heads or raise their heads for some reason, the duration is limited. Therefore, stores always put the goods that consumers want to buy in large quantities or often in the most eye-catching position to arouse consumers' full perception and attention.
The choice of sound has great influence on consumers' perception. Generally speaking, loud voices attract people's attention more easily than subtle ones. For example, when TV programs broadcast commercial advertisements, they often enlarge the volume or choose music with strong rhythm and familiar audience to attract consumers' attention; Some stores play pop songs in their stores to attract business.
Dynamic stimulation is more vivid, lively and changeable than static stimulation, leaving more judgments, aftertaste and imagination. Therefore, more and more shops use colorful and varied neon lights to replace the original static neon lights, or use vehicles such as cars as advertising carriers to advertise, or introduce goods through live performances of models, which can generally receive better perceptual effects.
Third, remember
In the process of understanding things, people generally have the ability to "never forget", which is also the psychological phenomenon of "memory". Memory is the reflection of people's past experiences in their minds. Everything I have felt in the past, problems I have thought about, emotions I have experienced, behaviors or activities I have conducted, and so on. , can be left in the mind in the form of experience and preserved, and under certain conditions, it will be "activated" and reappear in the mind. This is the process of memory. Because of the psychological activity of memory, people can take the experience in memory as a reference when they act in the future. Consumers' memory is closely related to consumers' activities such as collecting product information, understanding product characteristics and shopping places, and making purchase decisions.
(A) the psychological process of memory
The psychological process of memory includes memory.
1. Memory
Memorization refers to people's repeated perceptual process in order to get a deep impression on objective things, which is the premise of memory. In purchasing activities, consumers often check the goods repeatedly and learn more about the information of the goods in order to strengthen their impression of the goods.
keep
Retention refers to the process of preserving and consolidating the information, knowledge and experience of memory, so that it can remain in the human brain for a long time. If consumers already know the quality, brand, price, trademark, packaging and other characteristic information of goods as an experience, they will keep it. The antonym of keeping is forgetting. Forgetting means that the content of memory cannot be recovered or extracted incorrectly under certain conditions. Whether it is consolidated for a long time is a sign of memory strength.
remember
Memory refers to the process of restoring the past experience in different situations. In other words, things that have been reflected in the past, although not in front of us, can still be reflected again. For example, when consumers buy goods, they often use memories to recall their past experiences of buying and using similar goods and compare them with the goods they buy now.
identify
Cognition refers to the confirmation process when the perceived things reappear in front of us. If consumers have used such goods or seen them in TV advertisements when buying goods, they will feel familiar or familiar.
People's memory of objective things begins with ridicule; Reservation is the further consolidation of memory and the central link of memory. The basic feature of memory is retention. Recall and recognition are important indicators to measure the degree of memory consolidation, and also the purpose of memory.
(B) the classification of memory
According to the content of memory, it can be divided into image memory, logical memory, emotional memory and sports memory. For example, consumers' memory of the shape, size and color of goods is image memory; The memory of the production principle and process of a commodity is logical memory; Emotional memory is a happy memory that was warmly received by salespeople when shopping in the past; The memory of trying on and trying out products in shopping malls is sports memory.
According to the length of memory retention time, it can be divided into instantaneous memory, short-term memory and long-term memory. Instantaneous memory, also called sensory memory, occurs immediately after feeling and lasts for about 0.25 -0.5 seconds. Its characteristics are large memory capacity, short retention time and fleeting. Materials in instantaneous memory will enter short-term memory as long as people pay attention to them. Short-term memory lasts about 5 seconds to 2 minutes. Long-term memory refers to the memory stored in the brain for a long time until many years or even a lifetime, which is the result of processing and retelling short-term memory. Sometimes strongly stimulating information and emotional things can also form long-term memories at one time. Long-term memory is characterized by unlimited capacity and long retention time.
(C) the impact of memory on consumer behavior
The influence of memory on consumer behavior is various, mainly in the following aspects.
1. Memory influences purchase decision.
When consumers make purchase decisions, they rely on the relevant information they have obtained, and a considerable part of it is obtained from memory. Therefore, the strength of memory can directly affect consumers' processing and use of commodity information. If we can make seemingly irrelevant things, such as commodity names, trademarks, advertising words, etc., concise and vivid, it will help consumers remember, enhance the memory effect, and promote the realization of purchasing decisions to a certain extent.
2. Moderate repetition will deepen consumers' impression of goods.
Practice has proved that the information entered into short-term memory can only be retained after proper repetition, and some of it can be transferred into long-term memory. In consumption activities, moderately repeating commodity propaganda will increase consumers' memory and impression of commodities. In order to obtain the best retention effect, we should pay attention to keeping a certain distance in space and time when we repeatedly publicize some commodity information. At the same time, we should adopt various media or forms of expression, constantly add new information, reproduce old content from a new angle, and resort to new stimuli, so as to be accepted by consumers and deepen their understanding and memory. Generally speaking, when transmitting cumulative information, it is necessary to adapt to the psychological law that people forget things at first and then gradually decrease with time, so as to effectively determine the interruption time and improve the memory efficiency of consumers for commodity information. If you don't pay attention to this point, the repetition time is too short, or the frequency is too frequent, which often leads to fatigue of brain nerve cells, and even leads to resistance and irritability of consumers, thus weakening the memory effect.
3. Strengthening memory can prompt consumers to "identify shop purchases" and "identify brand purchases"
Strengthening memory can help consumers to establish a conditional relationship with the name, number, storefront, decoration style of the shopping store and the name, trademark, packaging or other signs of the purchased goods under the action of strengthening factors, which is conducive to maintaining memory and prompting consumers to "recognize the store to buy" or "recognize the brand to buy". For example, remember to go to Beijing Quanjude to eat roast duck, choose Hangzhou Zhang Xiaoquan to buy scissors, Wuxi Cygnet to buy washing machine, Qingdao Haier to buy refrigerator and so on. Of course, there are many factors to strengthen memory, mainly including product quality, price, sales service of manufacturers or shops, publicity and advertising, and so on.
Imagination is a unique psychological activity and a common psychological phenomenon in sales activities. Imagination refers to the psychological process of using past perceptual materials to create new images. It creates a new image of things that are not directly perceived on the basis of memory and the connection formed by past experiences. Imagination must meet three conditions: first, there must be perceptual experience, which is not necessarily the personal experience of the imagination, but also the accumulated experience of predecessors or others; Second, the process of imagination must rely on the creativity of human brain, which needs to deal with the previous perceptual experience, not the experience itself; Third, the imagined image is a new image, something that is not directly perceived by imagination. For example, "the Goddess Chang'e flying to the moon" and "the Monkey King made havoc in Heaven" are all new mythical images and fairy tales produced through imagination.
(A) the classification of imagination
According to whether imagination has purpose or not, it can be divided into unintentional imagination and intentional imagination. Unintentional imagination is an unconscious imagination with no special purpose, and it is also the simplest and primary imagination. People's dreams are extreme situations that they have no intention of imagining. Intentional imagination refers to imagination with a certain purpose and consciousness. For example, teenagers are determined to be entrepreneurs in the future, which is intentional imagination.
According to the novelty, uniqueness and creativity of imagination, it can be divided into recreating imagination and creating imagination. Re-creating imagination is to form the image of something in your mind according to the description or depiction of language (such as pictures, charts, explanations, symbols, etc.). For example, the consumer presents the image of a commodity in his mind according to the description in the specification and drawings. Creative imagination is a new image of things created in one's mind. For example, the research and development of new products, creative advertisements of various commodities, etc.
(B) the role of imagination in commodity sales
Imagination can develop and deepen consumers' understanding of goods and stimulate consumers' desire and behavior to buy. For example, when evaluating a set of high-grade furniture, consumers often imagine the beautiful effect of the living environment; When buying high-end consumer goods, they often have the imagination to show their economic strength or social status, that is, to extend their personality; When some female customers buy things for them, they often put materials and clothes on their bodies, admire them in the mirror and imagine the beautiful effect after wearing them.
Imagination can enrich the content of commercial advertisements, strengthen the depth and breadth of advertising information stimulation, improve the effect of commercial advertisements, urge consumers to be convinced, yearning and happy, stimulate consumers to produce beneficial buzz and emotional impulses, establish their confidence and determination in consumption or use, and lead to purchase behavior. For example, advertising creators often invite world champions to advertise sports shoes and movie stars to advertise beauty products, just to deepen consumers' imagination and conviction and promote consumption.
Imagination can improve the work effect of sales staff and improve the turnover rate of goods. Good marketers can often imagine which products are suitable for which types of customers. In the process of inducing customers, you can also use the imagination of sales staff to enrich the imagination of customers.
Imagination can also promote the production and development of products of manufacturers and promote the commodity sales activities of circulation enterprises. It can enrich consumers' imagination in commodity naming, packaging, display, window layout, advertising design and other aspects, so as to achieve the purpose of improving the promotion effect. Because your question seems simple, but it involves many disciplines, and I don't understand it very well, so I excerpted some other people's thoughts on consumer psychology. I also study consumer psychology, oh, I'll learn from you when I have time ~ ~ ~