GREEN VALLEY COLLEGE FOUNDATION, INC.

Document Code:
Km.2, Bo.2, Gensan Drive., Koronadal City South Cotabato FM-DEA-033
ANSWER SHEET Issue No: 01 Revision No: 00
Effectivity Date: August 28, 2020
Page No: Page 1 of 1

ANSWER SHEET
Name: _Princess M. Gumban_____ Teacher: Mr. June Rey Tison
Course/Year: __BSBA-MM 1 MOD L Subject: Consumer Behavior (CB111)
Grading Period/Date: 1st Semester (Finals) Lesson No.: 4

Activity 1
1. Clearly distinguish among the following terms: perception, attention, and comprehension.
Perception is the process of receiving, selecting, and interpreting environmental stimuli
which involves five senses: sight, sound, smell, taste, and texture. Meanwhile, attention is
focusing on one or more environmental stimuli while potentially ignoring others. And lastly,
comprehension is the ability to interpret and assign meaning to the new information by relating
it to knowledge.
2. Why sensation is important in perceptual process?
Sensation is highly significant in perceptual process since it determines how a person
perceive something and give judgement and response. For the purpose of sensation is to give
immediate and direct response of the sensory organs to help give movement to the stimuli.
And at some point, consumers probably wouldn't be able to distinguish between comparable
products if they relied solely on sensation. Playing to the senses of the consumer is "next
level" marketing since these rich experiences can help a consumer remember a brand. When
used effectively, sensory marketing transforms a company from "just being noticed" to winning
the consumer's favor. That’s what makes the sensation important and should always be
important in perceptual processes.
3. What is the primary difference between perceptual selection vs. perceptual organization?
Perceptual selection is a process on where consumers or individuals tends to select
from their previous experience that affects their expectation or that motivated them at the time.
Examining the perceptual process and how perceptions influence reactions can help us
understand why people respond differently in different situations. On the other hand,
perceptual organization is the process of organizing visual components into groups so that the
overall meaning of the picture can be more easily understood (perception). People don't
always perceive the stimuli they choose as distinct and independent sensations. Instead, they
aggregate these stimuli into categories and consider them to be a single entity.
So most obviously, their main difference is the way on how things were being perceived. From
the meaning themselves, one is how a consumer or individual select while the other one states
on how a consumer or an individual organize for them to easily understood and perceive.