Consumer Perceptions. How Digital Marketing Has Changed Consumer Perceptions

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 3 in Decoding Digital Consumer Behavior, 2024, pp 31-53 from Springer

Abstract: Abstract This chapter examines how digital marketing has significantly transformed consumer perceptions by altering the way information is identified, organized, and interpreted to create meaning. It underscores the importance of selective perception in advertising, a concept where consumers screen out or let in advertising material based on their attitudes, beliefs, and habits. Companies now face the challenge of standing out in an increasingly competitive market by diversifying and accurately tailoring their messages to the perceptions of targeted consumers. The digital landscape has shifted the traditional sales dynamics, necessitating a deeper understanding of how consumers perceive brands online in the absence of face-to-face interactions. This change emphasizes the need for unique product packaging and the strategic use of colors and sensory elements to influence consumer choices effectively. The chapter further explores the critical role of peripheral vision and color effects in digital marketing, demonstrating how these factors can significantly impact online user attention and brand recognition. Through detailed examples, the chapter illustrates the impact of packaging shapes, sizes, and the tactile experience on consumer perceptions. It also delves into the psychological effects that drive consumer behavior online, including the framing effect, status quo bias, priming effect, and distortion effect, providing insightful strategies for leveraging these effects in digital marketing to enhance brand recall and consumer engagement. This chapter offers a comprehensive analysis of how digital marketing practices must adapt to the nuances of consumer perceptions, emphasizing the need for marketers to be innovative and consumer-centric in their approach to remain competitive in the digital era.

Date: 2024
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DOI: 10.1007/978-981-97-3454-2_3

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