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Perception
CONSUMER
BEHAVIOR, 10e
Michael R. Solomon
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Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall
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, Inc. publishing as Prentice Hall
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2-3
Learning Objective 1
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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
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Sensory Systems
Vision
Scent
Sound
Touch
Taste
2-11
For Reflection
2-12
Learning Objective 4
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Sensory Thresholds
2-14
For Reflection
2-15
Learning Objective 5
Subliminal advertising
is a controversial but
largely ineffective way
to talk to consumers
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Subliminal Techniques
2-17
For Reflection
2-18
Learning Objective 6
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Attention
2-20
Personal Selection
Experience
Perceptual filters
Perceptual
vigilance
Perceptual
defense
Adaptation
Stimulus Selection
Contrast
Size
Color
Position
Novelty
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Intensity
Duration
Discrimination
Exposure
Relevance
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Interpretation
2-23
Stimulus Organization
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Application of the
Figure-Ground Principle
2-25
For Reflection
2-26
Learning Objective 7
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Perceptual Positioning
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For Reflection
2-29
Chapter Summary
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