MCS 2600 Lecture : Chapter 6 Consumer Behavior.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Sensory dynamics of perception: to understand the sensory dynamics of perception. Perception is the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Subliminal perception: stimuli that are too weak or too brief to be consciously seen or heard: there is no evidence that subliminal advertising persuades people to buy goods or services. Elements of perception: to learn about the three elements of perception. It depends upon . : nature of the stimulus which includes the products physical attributes, package design, brand name, advertising and more. Figure and ground: people tend to organize perceptions into figure-and- ground relationships , the ground is usually hazy, marketers usually design so the figure is the noticed stimuli. Grouping: people group stimuli to form a unified impression or concept- grouping helps memory and recall. Closure: people have a need for closure and organize perceptions to form complete pictures.