Perception%20and%20Attention-1

Perception%20and%20Attention-1 - Perception and Attention...

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Perception and Attention Caleb Warren Buyer Behavior Fall 2007
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Perception Relatively automatic Depends upon the stimuli we are exposed to (bottom-up processing) as well as our knowledge, past experiences, expectations, and goals (top-down processing) We give meaning to elemental light/sound waves (or smell, taste, touch, etc.) by grouping them with similar, previously experienced stimuli
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Grouping Closure/Grouping Consumers organize info into a meaningful whole or unified impression
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Which center square is darker?
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What is the closest point on the cube?
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Perception We don’t directly perceive an external reality, we interpret it based upon our knowledge and expectations Perception depends upon context Susceptible to contrast and assimilation effects Perception depends upon the relative accessibility of possible interpretations Once we interpret a stimulus in one manner, it is more difficult to see alternative interpretations
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What are perceptual filters? Confirmation Bias
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This note was uploaded on 03/18/2009 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Fall '08 term at Colorado.

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Perception%20and%20Attention-1 - Perception and Attention...

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