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Perception(DECEPTION) is
subjective(partial) —
approximation of reality
More information is available
than can be processed
“Perceptual guards”
Perception leads to emotion.
Its vary from person to person
Photoshop
manipulation
enhancing
eyes
http://www.jasc.com/support/learn/tutorials/archive/paintshoppro/eyeenhancement.asp?pg=1
ATTENTION
Low involvement—High Involvement
Text, p. 278
INTERPRETATION
Low involvement—High Involvement
MEMORY
Short term____________Long Term
PURCHASE /CONSUMPTION
DECISIONS
MKTG 371 PERCEPTION Lars Perner, Instructor 3
Exposure, Attention, and
Perception
What is necessary to reach consumers?
– Exposure (e.g., consumer must see your
billboard)
– Attention (e.g., consumer must look at ad
message)
– Perception (e.g., consumer must “take in”
message)