Consumer Perception

Consumer Perception

1. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

   • Elements
     • Sensory receptors
       • The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.
     • Absolute threshold
       • The lowest level at which an individual can experience a sensation.
     • Sensory adaption
       • “Getting used to” certain sensations; becoming accommodated to a certain level of stimulation.
     • Differential threshold
       • The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).

2. Subliminal perception

   • Perception of very weak or rapid stimuli received below the level of conscious awareness.

3. Aspects

   • Selection
     • Depends on two major factors: Consumers’ previous experience (expectations) and Consumers’ motives
   • Organization
     • Figure and ground; Closure (Zeigernik effect )
   • Interpretation
     • Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect