Management and Organizational Studies 3321F/G Chapter Notes - Chapter 2: Absolute Threshold, Color Blindness, Just-Noticeable Difference

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Sensation immediate response of our sensory system of our sensory receptors to such basic stimuli as light, colour, and sound. Perception process by which these sensations are selected, organized, and interpreted. The study of perception focuses on what we add to or take away from these raw sensations as we choose which to notice and then go about assigning meaning to them. Most marketers would often agree that perception can be more influential than sensations in determining consumer preferences. People undergo stages of information processing in which stimuli are input and stored. Consumers do not passively process whatever information happens to be present. Only a very small amount of stimuli in our environment is noticed. Of these, even smaller amount is attended to. The meaning of the stimulus is interpreted by the individual, who is influenced by their unique biases, needs, and experiences. Three stages make up the process of perception.