Consumer Perception

““Consumer Consumer Perception”Perception”

BibliographyBibliography Consumer BehaviorConsumer Behavior

• Leon G. SchiffmanLeon G. Schiffman• Leslie Lazar KanukLeslie Lazar Kanuk

Consumer Behavior and Marketing Consumer Behavior and Marketing ActionAction

• Henry AssaelHenry Assael

Consumer Behavior in Marketing Consumer Behavior in Marketing StrategyStrategy

• John A. HowardJohn A. Howard

Web linksWeb links

• www.consumerpsychologist.comwww.consumerpsychologist.com• www.eric.ed.govwww.eric.ed.gov• www.ingentaconnect.comwww.ingentaconnect.com• www.springerlink.comwww.springerlink.com

PerceptionPerception

Physical Stimuli

(External)

Needs, values, Experiences (int.)

Personal Picture,

Perception

Consumer Consumer PerceptionPerception

I.I. Perceptual SelectionPerceptual Selection

II.II. Perceptual OrganisationPerceptual Organisation

III.III. Perceptual InterpretationPerceptual Interpretation

I.I. Perceptual Perceptual SelectionSelection

1)1) Nature of StimulusNature of Stimulus

• Physical AttributesPhysical Attributes

• BrandBrand

• AdvertisementsAdvertisements

• CommercialsCommercials

White SpaceWhite Space

Black & White Black & White ContrastContrast

Breath-taking Breath-taking visualsvisuals

2)2) Consumer Consumer

ExpectationsExpectations

i.i. Conflicting StimuliConflicting Stimuli

ii.ii. Topsy-Turvy AdTopsy-Turvy Ad

3)3) Perceptual Perceptual MotivesMotives

ConceptsConcepts

Selective ExposureSelective Exposure

Selective AttentionSelective Attention

Selective DefenceSelective Defence

II.II. Perceptual Perceptual SelectionSelection

PrinciplesPrinciples::

1)1) Figure & GroundFigure & Ground

2)2) GroupingGrouping

3)3) ClosureClosure

Figure & GroundFigure & Ground

ClosureClosure

III.III. Perceptual Perceptual

InterpretatioInterpretationn

Perceptual DistortionPerceptual Distortion

1)1) First Impression First Impression

2)2) StereotypesStereotypes

3)3) Physical AppearancesPhysical Appearances

4)4) Jumping to ConclusionsJumping to Conclusions

5)5) Halo EffectHalo Effect

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