Consumber Behavior Perception Review

Consumber Behavior Perception Review - Consumer behavior...

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Consumer behavior Perception Perception consists of those activities by which an individual acquires and assigns meaning to stimuli. Perception begins with exposure, which occurs when a stimulus comes within range of one of individual’s primary sensory receptors (eyes, nose, ears). There are 2 types of exposure. Selective Exposure- The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities. Voluntary Exposure- Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information. People filter out stimuli, this is called ad avoidance , and marketers try to overcome avoidance by using tactics like product placement and hybrid ads. Attention occurs when the stimulus activates one or more sensory receptors, which results in signals going into the brain for processing.
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This note was uploaded on 08/09/2011 for the course BUSINESS --- taught by Professor Torres during the Spring '11 term at Universidad Iberoamericana.

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Consumber Behavior Perception Review - Consumer behavior...

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