Analyze the effect that consumer perceptions of a product’s benefits have on purchasing decisions.

Consumer perception includes the perceived benefits of the products. Perceived benefit include perceive quality, perceived price, and value. Perceived values refer to the benefit that a consumer hopes to achieve by purchasing the products.  According to the study, perceived benefits can positively influence purchase intention significantly. However, the consumer’s perceived benefits are also correlated to the consumer perfervid gain in relation to the amount of money they stand to spend on the products (cost). If the perceived benefit exceeds the cost then the purchase intention will be stronger as compared the purchase intention if the perceived benefits is lower (Till, Stanley, & Priluck,  2008; Peter, & Olson, 2010).

Additionally, Wenben (1995, pp. 381-388) argues that if the consumer’s perceived benefit include solving their problems, their decision process will be quite different as compared to the outcome of their perceived benefit of the products is lower. Perceived values are associated with the payoff between benefit and cost. If the benefit is higher than cost, then the perceived value is higher and if the cost is higher than the benefits, then the perceived value is lower. There are a number of factors that can influence the consumer’s perceived value. For example

Post-decisional dissonance:

After purchasing a product, a consumer may be motivated to rationalize his purchase decisions. The cognitive dissonance theory states that most consumers tend to experiences negative post purchase feelings. Therefore, past experience with a similar purchase decision may also influence their perceived value or perceived benefit (Rothschild, &, Healey, 1995, pp. 95-111).

Mere exposure-

Once a consumer has even exposed to a product, their perceive benefit declines and this might also negatively affect their purchase intention. Therefore, if a consumer has never been exposed to a product before, the perceived benefit may be higher than the case would have been different than if they have been exposed to the same. This therefore explains the role of affect on purchase decisions.

Selective exposure

In most case, consumers only seek to be engaged or involve with product or information that they perceived to support their attitudes. Any information that is not supporting their attitude and social norms are locked out or avoided.  Selective exposure therefore influences the perceived benefits (Harmon-Jones, & Allen, 2001, pp. 889-898; Chen, 2008, pp. 559-579).

Evaluative conditioning (Classical Conditioning and Second-Order Conditioning):

Conditioning significantly influences the purchase intention and the actual purchase. If the natural stimuli is liked or disliked, the consumer’s intention to purchase the product also aligned to the purchase decisions. This explains the effectiveness of celebrity endorsements as their create a sense of belongings.


What important information is revealed regarding changing consumer perceptions, and how does this affect an organization’s marketing strategy?

One of the most important findings of the current researches is that most con summers are becoming emotional consumers and not rational or practical consumers as assumed before. Therefore, companies are moving from rationed behaviors to emotional and affective marketing as purchase decisions are increasingly becoming emotional. Perceived values or benefits do not only mean the quality but also the price value, functional value, emotional value, and social value (Maio, & Haddock, 2010; Chatzisarantis, Hagger, & Wang, 2008, pp. 97-115).

Consumer s perception is constantly changing and the success marketing organizations are those organizations that can influence or condition consumer’s perception. Marketing messages can be used to influence consumer purchase by using marketing messages to link the external stimuli to a product in order to trigger a purchase intention and actual purchase. The most effective method to influence consumer perception is through sales

promotion and social marketing Classical conditioning can be used by companies to influence purchase decisions because the consumers actually response to classical conditioning consciously and subconsciously. Understanding the changing consumer perception is therefore an important exercise as it helps the organization to design its marketing message and influence the expected outcomes.


Maio, R., & Haddock, G. (2010). The Psychology of Attitudes and Attitude Change. Thousand Oaks, CA: Sage.

Chatzisarantis, D., Hagger, S., & Wang, K. (2008). An experimental test of cognitive dissonance theory in the domain of physical exercise. Journal of Applied Sport Psychology, 20, 97-115.

Harmon-Jones, E., & Allen, B. (2001). The role of affect in the mere exposure effect: Evidence from psychophysiological and individual differences approaches. Personality and Social Psychology Bulletin, 27, 889-898

Chen, F. (2008). An integrated research framework to understand consumer attitudes and purchase intentions toward genetically modified foods, British Food Journal,110 (6), pp. 559-579,

Till, D., Stanley, M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: an examination of belongingness and resistance to extinction, Psychology and Marketing, 25 (2), pp. 179-196, Wiley InterScience

Peter, P. & Olson, C. (2010) Consumer behavior and marketing strategy. 9th ed. New York: McGraw-Hill/Irwin.

Till, B. D., Stanley, M. and Priluck, R. (2008), Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychol. Mark., 25: 179–196. doi: 10.1002/mar.20205

Wenben L. (1995) ,”Consumer Values, Product Benefits and Customer Value: a Consumption Behavior Approach”, in NA – Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 381-388.

Rothschild M, &, Healey J. (1995). Changing consumer perceptions in healthcare marketing. J Hosp Mark. ;9(2): pp. 95-111.