-Thought Question o What types of perceptual biases influence how consumers perceive messages?-Perceptions o Consumer Characteristics Affecting Perception o Stimulus Factors Affecting Perception o Perceptual Issues-Consumer Characteristics Affecting Perception o Inference: The development of associations based on past Experience Three types Evaluation Based inference – Generalizing evaluation or knowledge of performance from part to whole or whole to part. • Example: Brand X computer has best processing chip • Inference: Brand X is the best computer.
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