CONSUMER PERCEPTION

CONSUMER PERCEPTION

1. The Elements of Perception

   • raw sensory input
     • physical stimuli
     • motives, expectation, previous experiences
   • sensation
     • stimulus
       • product
       • packaging
       • brand name
       • advertisement
       • commercials
   • sensory receptors
     • eye
     • ears
     • nose
     • mouth
     • skin
   • human sensory
     • the experience of station
   • absolute threshold
     • something vs noting
     • Ambush Marketing
     • Experiential Marketing
   • Differential threshold
     • Weber's law
   • sensory adaptation
     • getting used to
   • subliminal perception

2. perceptual selection

   • stimulus
     • nature of the product
     • its physical attributes
     • the package design
     • the brand name
     • the advertisement and commercials
     • the position of a print ad or commercial
     • the editorial environment
   • Expectations
   • Motives
   • Selective perception
     • selective exposure
     • Selective attention
     • Perceptual defense
     • perceptual blocking

3. consumer imagery

   • brand image
     • positioning
   • package image
   • perceived price
     • Reference price
       • internal
       • external
   • service image

4. Perceptual organization

   • Gestalt psychology
   • Figure and Ground
   • Grouping
   • Closure