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Perception & Learning

Perception & Learning

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Published by: ABHISHEK CHAKRABORTY on Sep 20, 2009
Copyright:Attribution Non-commercial

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12/17/2012

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CONSUMERPERCEPTION
Nature & Dynamics of Perceptionand Information processing
 
Elements Of Perception
Two people might be exposed to the same stimuliunder the same conditions ------ but they will drawdifferent meanings out of the same.
Perception is about “ how we see the world aroundus”.Its influenced by a person’s needs, values andexpectations.
Perception is defined as the process by which anindividual selects, organizes and interprets stimuliinto meaningful and coherent picture of the world.
 
Information Processing For Consumer Decision Making
 
Exposure
Random ----------------------------------- Deliberate
Attention
Low involvement ---------------------------- High involvement
Interpretation
Low involvement ---------------------------- High involvementShort term ----------------
Memory
--------------- Long termActive problemsolvingStored experiences,values, decisions,rules feelingsPurchase & consumption decisions
      P     e      r     c      e      p        t       i     o      n

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