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Chapter 6 Consumer Behavior.docx

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University of Guelph
Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 6 Sensory Dynamics of Perception to understand the sensory dynamics of perceptionperception is the process by which an individual selects organizes and interprets stimuli into a meaningful and coherent picture of the worldHow we see the world around usSensation is the immediate and direct responsesof the sensory organs to stimuli o Stimulus is any unit of input to any of the senseso Absolute threshold is the point at which a person can detect a difference between something and nothing Differential threshold jnd just noticeable difference is the minimal difference that be detected between similar stimulio Webbers Law the jnd between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulusthe strong the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as differentie price of something needs to drop by a lot in order for it to be jndSubliminal perception stimuli that are too weak or too brief to be consciously seen or heard o There is no evidence that subliminal advertising persuades people to buy goods or services Elements of Perception to learn about the three elements of perceptionThe following sections examine each of these three aspects of perception the selection organization and interpretation ofstimuli 1 Perceptual selection is when a consumer exercises a great deal of selectivity as to which aspects of the environment stimuli they perceive ie a lady at the grocery store may not pay attention to any of the products because she knows what she needsIt depends upon o nature of the stimulus which includes the products physical attributes package design brand name advertising and more Advertising that stands in contrast to its environment achieves a high degree of differentiationo Expectation based on familiarity previous experience or expectationso Motives needs or wants for a product or serviceo Selective perception
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