Professional Documents
Culture Documents
PERCEPTION
Chapter 4
Chapter 4 Outline
Consumer Perception
The Elements of Perception
1. The Selection of Stimuli
2. The Organization of Stimuli
3. The Interpretation of Stimuli
Consumer Perception
Consumer Perception
1. The selection of
stimuli
2. The organization of
stimuli
3. The interpretation of
stimuli
The Stimulus:
Physical stimuli affect consumers'
perceptions of products and evoke
attention include the product itself, its
attributes, package, design, brand name,
advertisements, and commercials and
placement of promotional messages
within the advertisements space.
Advertisements that contrast with their
environment are likely to be noticed.
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
2. The Organization of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
The triggers of
stereotyping are:
1. Physical appearance
2. Descriptive terms
3. First impression
4. The halo effect
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
3. The Interpretation of
Stimuli
Reference