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Perception
CONSUMER
BEHAVIOR, 10e
Michael R. Solomon
2-1
Copyright 2013 Pearson Education
Learning Objectives
When you finish this chapter, you should
understand why:
1.Perception is a three-stage process that
translates raw stimuli into meaning.
2.The design of a product today is a key
driver of its success or failure.
3.Products and commercial messages often
appeal to our senses, but we wont be
influenced by most of them.
Copyright 2013 Pearson Education
2-2
2-3
Learning Objective 1
2-4
2-5
2-6
For Reflection
2-7
Learning Objective 2
The design of a
product is now a key
driver of its success
or failure.
2-8
For Reflection
2-9
Learning Objective 3
2-10
Sensory Systems
Vision
Scent
Sound
Touch
Taste
2-11
For Reflection
2-12
Learning Objective 4
2-13
Sensory Thresholds
2-14
For Reflection
2-15
Learning Objective 5
Subliminal advertising
is a controversial but
largely ineffective way
to talk to consumers
2-16
Subliminal Techniques
2-17
For Reflection
2-18
Learning Objective 6
2-19
Attention
2-20
Personal Selection
Experience
Perceptual filters
Perceptual
vigilance
Perceptual
defense
Adaptation
Stimulus Selection
Contrast
Size
Color
Position
Novelty
2-21
Intensity
Duration
Discrimination
Exposure
Relevance
2-22
Interpretation
2-23
Stimulus Organization
2-24
Application of the
Figure-Ground Principle
2-25
For Reflection
2-26
Learning Objective 7
2-27
Perceptual Positioning
2-28
Price leadership
Attributes
Product class
Competitors
Occasions
Users
Quality
2-29
For Reflection
2-30
Chapter Summary
2-31