Submit Search
Upload
Chapter 2 - Perception [Autosaved].pptx
•
Download as PPTX, PDF
•
0 likes
•
0 views
A
AnhTa50
Follow
Chapter 2 - Perception [Autosaved].pptx
Read less
Read more
Business
Report
Share
Report
Share
1 of 47
Download now
Recommended
Consumer Perception
Consumer Perception
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
BEP Handouts.pptx
BEP Handouts.pptx
saumya168096
Accelerating international growth with perfectly tuned communications| Ed Fie...
Accelerating international growth with perfectly tuned communications| Ed Fie...
Enterprise Ireland
Advertising Management - ch04
Advertising Management - ch04
Dr. Ahmed Hassan, PhD, DBA, PMP
3Perception5-1Copyright © 2015 Pearson Education, Inc..docx
3Perception5-1Copyright © 2015 Pearson Education, Inc..docx
rhetttrevannion
Emotional Aspects of global Learning Solutions in Wholesale and Engineering
Emotional Aspects of global Learning Solutions in Wholesale and Engineering
Karl-Ludwig Knispel
Copyright © 2012 Pearson Education, Inc. Publishing as Prent.docx
Copyright © 2012 Pearson Education, Inc. Publishing as Prent.docx
melvinjrobinson2199
How to turn your employees into brand ambassadors ?
How to turn your employees into brand ambassadors ?
World of Digits
Recommended
Consumer Perception
Consumer Perception
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
BEP Handouts.pptx
BEP Handouts.pptx
saumya168096
Accelerating international growth with perfectly tuned communications| Ed Fie...
Accelerating international growth with perfectly tuned communications| Ed Fie...
Enterprise Ireland
Advertising Management - ch04
Advertising Management - ch04
Dr. Ahmed Hassan, PhD, DBA, PMP
3Perception5-1Copyright © 2015 Pearson Education, Inc..docx
3Perception5-1Copyright © 2015 Pearson Education, Inc..docx
rhetttrevannion
Emotional Aspects of global Learning Solutions in Wholesale and Engineering
Emotional Aspects of global Learning Solutions in Wholesale and Engineering
Karl-Ludwig Knispel
Copyright © 2012 Pearson Education, Inc. Publishing as Prent.docx
Copyright © 2012 Pearson Education, Inc. Publishing as Prent.docx
melvinjrobinson2199
How to turn your employees into brand ambassadors ?
How to turn your employees into brand ambassadors ?
World of Digits
Reyhoon New Way
Reyhoon New Way
Reyhoon
Reyhoon New Way
Reyhoon New Way
Reyhoon
Thought Leadership from the Inside Out
Thought Leadership from the Inside Out
Stacey King Gordon
Accelerating international growth with perfectly tuned communications
Accelerating international growth with perfectly tuned communications
Enterprise Ireland
Developing your brand november 2016
Developing your brand november 2016
Peter Henry Business Advisor
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
Fortunate24
Promo focuscapabilitiespreso
Promo focuscapabilitiespreso
PHANTOM POWER Marketing
5 - 8.ppt
5 - 8.ppt
Talha Khan
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
InSites on Stage
Employee Benefit Communication: Think Like a Marketer
Employee Benefit Communication: Think Like a Marketer
Hodges-Mace
Advertising strategies
Advertising strategies
Ellen Treanor
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Francois Stepman
Chap006 imc mba
Chap006 imc mba
RoNak TejaNi
Talent Communications in a Digital Age
Talent Communications in a Digital Age
N. Robert Johnson, APR
Loyal Learner Pipeline.pptx
Loyal Learner Pipeline.pptx
SoFl2
Up mie sep 7 1 29
Up mie sep 7 1 29
Moises Cielak
Comms ppt 20jan2014
Comms ppt 20jan2014
Swayamprabha Das
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Diane Waight
The Halo Effect - Understanding the correlation between consumer and employer...
The Halo Effect - Understanding the correlation between consumer and employer...
Rebecca Feldman
The New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media Marketing
NetBase Solutions Inc.
Marketing Management Business Plan_My Sweet Creations
Marketing Management Business Plan_My Sweet Creations
nakalysalcedo61
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Orient Homes
More Related Content
Similar to Chapter 2 - Perception [Autosaved].pptx
Reyhoon New Way
Reyhoon New Way
Reyhoon
Reyhoon New Way
Reyhoon New Way
Reyhoon
Thought Leadership from the Inside Out
Thought Leadership from the Inside Out
Stacey King Gordon
Accelerating international growth with perfectly tuned communications
Accelerating international growth with perfectly tuned communications
Enterprise Ireland
Developing your brand november 2016
Developing your brand november 2016
Peter Henry Business Advisor
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
Fortunate24
Promo focuscapabilitiespreso
Promo focuscapabilitiespreso
PHANTOM POWER Marketing
5 - 8.ppt
5 - 8.ppt
Talha Khan
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
InSites on Stage
Employee Benefit Communication: Think Like a Marketer
Employee Benefit Communication: Think Like a Marketer
Hodges-Mace
Advertising strategies
Advertising strategies
Ellen Treanor
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Francois Stepman
Chap006 imc mba
Chap006 imc mba
RoNak TejaNi
Talent Communications in a Digital Age
Talent Communications in a Digital Age
N. Robert Johnson, APR
Loyal Learner Pipeline.pptx
Loyal Learner Pipeline.pptx
SoFl2
Up mie sep 7 1 29
Up mie sep 7 1 29
Moises Cielak
Comms ppt 20jan2014
Comms ppt 20jan2014
Swayamprabha Das
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Diane Waight
The Halo Effect - Understanding the correlation between consumer and employer...
The Halo Effect - Understanding the correlation between consumer and employer...
Rebecca Feldman
The New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media Marketing
NetBase Solutions Inc.
Similar to Chapter 2 - Perception [Autosaved].pptx
(20)
Reyhoon New Way
Reyhoon New Way
Reyhoon New Way
Reyhoon New Way
Thought Leadership from the Inside Out
Thought Leadership from the Inside Out
Accelerating international growth with perfectly tuned communications
Accelerating international growth with perfectly tuned communications
Developing your brand november 2016
Developing your brand november 2016
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
01 INTEGRATED MARKETING COMMUNICATIONS.pptx
Promo focuscapabilitiespreso
Promo focuscapabilitiespreso
5 - 8.ppt
5 - 8.ppt
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
Employee Benefit Communication: Think Like a Marketer
Employee Benefit Communication: Think Like a Marketer
Advertising strategies
Advertising strategies
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Capturing Attention How To Use The Research Translation Toolkit’s Communicati...
Chap006 imc mba
Chap006 imc mba
Talent Communications in a Digital Age
Talent Communications in a Digital Age
Loyal Learner Pipeline.pptx
Loyal Learner Pipeline.pptx
Up mie sep 7 1 29
Up mie sep 7 1 29
Comms ppt 20jan2014
Comms ppt 20jan2014
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
The Halo Effect - Understanding the correlation between consumer and employer...
The Halo Effect - Understanding the correlation between consumer and employer...
The New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media Marketing
Recently uploaded
Marketing Management Business Plan_My Sweet Creations
Marketing Management Business Plan_My Sweet Creations
nakalysalcedo61
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Orient Homes
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
KeppelCorporation
Best Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting Partnership
Recruitment Process Outsourcing Association
Pitch Deck Teardown: NOQX's $200k Pre-seed deck
Pitch Deck Teardown: NOQX's $200k Pre-seed deck
HajeJanKamps
rishikeshgirls.in- Rishikesh call girl.pdf
rishikeshgirls.in- Rishikesh call girl.pdf
muskan1121w
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
pollardmorgan
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
lizamodels9
FULL ENJOY - 9953040155 Call Girls in Chhatarpur | Delhi
FULL ENJOY - 9953040155 Call Girls in Chhatarpur | Delhi
MalviyaNagarCallGirl
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
makika9823
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
lizamodels9
Call Girls In ⇛⇛Chhatarpur⇚⇚. Brings Offer Delhi Contact Us 8377877756
Call Girls In ⇛⇛Chhatarpur⇚⇚. Brings Offer Delhi Contact Us 8377877756
dollysharma2066
A.I. Bot Summit 3 Opening Keynote - Perry Belcher
A.I. Bot Summit 3 Opening Keynote - Perry Belcher
Perry Belcher
Non Text Magic Studio Magic Design for Presentations L&P.pptx
Non Text Magic Studio Magic Design for Presentations L&P.pptx
AbhayThakur200703
Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
KaiNexus
Lowrate Call Girls In Laxmi Nagar Delhi ❤️8860477959 Escorts 100% Genuine Ser...
Lowrate Call Girls In Laxmi Nagar Delhi ❤️8860477959 Escorts 100% Genuine Ser...
lizamodels9
KestrelPro Flyer Japan IT Week 2024 (English)
KestrelPro Flyer Japan IT Week 2024 (English)
Data Analytics Company - 47Billion Inc.
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Aaiza Hassan
Call Girls In Connaught Place Delhi ❤️88604**77959_Russian 100% Genuine Escor...
Call Girls In Connaught Place Delhi ❤️88604**77959_Russian 100% Genuine Escor...
lizamodels9
Progress Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst Summit
Holger Mueller
Recently uploaded
(20)
Marketing Management Business Plan_My Sweet Creations
Marketing Management Business Plan_My Sweet Creations
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Catalogue ONG NƯỚC uPVC - HDPE DE NHAT.pdf
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Best Practices for Implementing an External Recruiting Partnership
Best Practices for Implementing an External Recruiting Partnership
Pitch Deck Teardown: NOQX's $200k Pre-seed deck
Pitch Deck Teardown: NOQX's $200k Pre-seed deck
rishikeshgirls.in- Rishikesh call girl.pdf
rishikeshgirls.in- Rishikesh call girl.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
Intro to BCG's Carbon Emissions Benchmark_vF.pdf
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
/:Call Girls In Indirapuram Ghaziabad ➥9990211544 Independent Best Escorts In...
FULL ENJOY - 9953040155 Call Girls in Chhatarpur | Delhi
FULL ENJOY - 9953040155 Call Girls in Chhatarpur | Delhi
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Vip Dewas Call Girls #9907093804 Contact Number Escorts Service Dewas
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In Sikandarpur Gurgaon ❤️8860477959_Russian 100% Genuine Escorts I...
Call Girls In ⇛⇛Chhatarpur⇚⇚. Brings Offer Delhi Contact Us 8377877756
Call Girls In ⇛⇛Chhatarpur⇚⇚. Brings Offer Delhi Contact Us 8377877756
A.I. Bot Summit 3 Opening Keynote - Perry Belcher
A.I. Bot Summit 3 Opening Keynote - Perry Belcher
Non Text Magic Studio Magic Design for Presentations L&P.pptx
Non Text Magic Studio Magic Design for Presentations L&P.pptx
Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
Lean: From Theory to Practice — One City’s (and Library’s) Lean Story… Abridged
Lowrate Call Girls In Laxmi Nagar Delhi ❤️8860477959 Escorts 100% Genuine Ser...
Lowrate Call Girls In Laxmi Nagar Delhi ❤️8860477959 Escorts 100% Genuine Ser...
KestrelPro Flyer Japan IT Week 2024 (English)
KestrelPro Flyer Japan IT Week 2024 (English)
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Call Girls In Connaught Place Delhi ❤️88604**77959_Russian 100% Genuine Escor...
Call Girls In Connaught Place Delhi ❤️88604**77959_Russian 100% Genuine Escor...
Progress Report - Oracle Database Analyst Summit
Progress Report - Oracle Database Analyst Summit
Chapter 2 - Perception [Autosaved].pptx
1.
Chapter 2 Perception 2-1 Copyright ©
2013 Pearson Education, Inc. publishing as Prentice Hall CONSUMER BEHAVIOR, 10e Michael R. Solomon
2.
Learning Objectives When you
finish this chapter, you should understand why: 1. Perception is a three-stage process that translates raw stimuli into meaning. 2. The design of a product today is a key driver of its success or failure. 3. Products and commercial messages often appeal to our senses, but we won’t be influenced by most of them. 2-2 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
3.
2-3 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Learning Objectives (continued) 4. The concept of a sensory threshold is important. 5. Subliminal advertising is a controversial— but largely ineffective—way to talk to consumers. 6. We interpret the stimuli to which we do pay attention according to learned patterns and expectations. 7. Marketers use symbols to create meaning.
4.
WHO RUNS THE
WORLD? 2-4 7/4/2023 Copyright © 2011 Pearson Education
5.
DIGITAL LIFE 2-5 7/4/2023 Copyright ©
2011 Pearson Education
6.
Learning Objective 1 •
Perception is a three- stage process that translates raw stimuli into meaning. 2-6 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
7.
2-7 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Sensation and Perception • Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture). • Perception is the process by which sensations are selected, organized, and interpreted.
8.
2-8 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Figure 2.1 Perceptual Process We receive external stimuli through our five senses
9.
2-9 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall • Please describle the 5 sensories of your products
10.
2-10 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall • Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture). • Perception is the process by which sensations are selected, organized, and interpreted.
11.
For Reflection • Some
studies suggest that as we age, our sensory detection abilities decline. What are the implications of this phenomenon for marketers who target elderly consumers? 2-11 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
12.
Learning Objective 2 •
The design of a product is now a key driver of its success or failure. 2-12 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
13.
2-13 7/4/2023 Copyright © 2011
Pearson Education VISION
14.
2-14 7/4/2023 Copyright © 2011
Pearson Education MUSIC Con
15.
2-15 7/4/2023 Copyright © 2011
Pearson Education XÚC GIÁC Male Female High class Low class Perception Wool Silk Denim Cotton Fine Coarse Heavy Light
16.
2-16 7/4/2023 Copyright © 2011
Pearson Education TASTE • What impact taste?
17.
For Reflection • Imagine
you are the marketing consultant for the package design of a new brand of premium chocolate • What recommendations would you make? 2-17 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
18.
2-18 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Learning Objective 3 • Products and commercial messages often appeal to our senses, but because of the profusion of these messages, most won’t influence us.
19.
2-19 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Sensory Systems • Vision • Scent • Sound • Touch • Taste
20.
For Reflection • How
has your sense of touch influenced your reaction to a product? • Which of your senses do you feel is most influential in your perceptions of products? 2-20 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
21.
Learning Objective 4 •
The concept of sensory threshold is important for marketing communications 2-21 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
22.
ĐỊNH GIÁ –
KHUYẾN MÃI – SẢN PHẨM – BAO BÌ 2-22 7/4/2023 Copyright © 2011 Pearson Education
23.
2-23 7/4/2023 Copyright © 2011
Pearson Education Stimulus Selection Factors Size Color Position Novelty
24.
Sensory Thresholds • The
absolute threshold refers to the minimum amount of stimulation a person can detect on any given sensory channel • The differential threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli 2-24 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
25.
For Reflection • How
much of a change would be needed in a favorite brand’s price, package size, or logo would be needed for you to notice the difference? • How would differences in these variables affect your purchase decisions? 2-25 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
26.
VISUAL GAME • Which
is longer line? 2-26 7/4/2023 Copyright © 2011 Pearson Education
27.
Which design catch
the eye of purchaser? 2-27 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
28.
2-28 7/4/2023 Copyright © 2011
Pearson Education
29.
AIDA 2-29 7/4/2023 Copyright © 2011
Pearson Education AWARENESS
30.
2-30 7/4/2023 Copyright © 2011
Pearson Education
31.
2-31 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall
32.
Learning Objective 5 •
Subliminal advertising is a controversial but largely ineffective way to talk to consumers 2-32 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
33.
2-33 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Subliminal Techniques • Embeds: figures that are inserted into magazine advertising by using high-speed photography or airbrushing. • Subliminal auditory perception: sounds, music, or voice text inserted into advertising.
34.
For Reflection • Do
you think that subliminal perception works? • Under what conditions could it work? 2-34 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
35.
Learning Objective 6 •
We interpret the stimuli to which we do pay attention according to learned patterns and expectations. 2-35 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
36.
Attention • Attention is
the extent to which processing activity is devoted to a particular stimulus • Consumers experience sensory overload • Marketers need to break through the clutter 2-36 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
37.
How Do Marketers
Get Attention? • Personal Selection • Experience • Perceptual filters • Perceptual vigilance • Perceptual defense • Adaptation • Stimulus Selection • Contrast • Size • Color • Position • Novelty 2-37 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
38.
2-38 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Factors Leading to Adaptation Intensity Duration Discrimination Exposure Relevance
39.
2-39 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Interpretation • Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema
40.
2-40 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Stimulus Organization • Gestalt: the whole is greater than the sum of its parts • Closure: people perceive an incomplete picture as complete • Similarity: consumers group together objects that share similar physical characteristics • Figure-ground: one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)
41.
2-41 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Application of the Figure-Ground Principle
42.
For Reflection • How
have you seen brands use size, color, and novelty to encourage you to pay attention to a message? • Were the techniques effective? 2-42 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
43.
Learning Objective 7 •
The field of semiotics helps us to understand how marketers use symbols to create meaning 2-43 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
44.
2-44 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Perceptual Positioning • Brand perceptions = functional attributes + symbolic attributes • Perceptual map: map of where brands are perceived in consumers’ minds • Used to determine how brands are currently perceived to determine future positioning
45.
2-45 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Examples of Brand Positioning Lifestyle Grey Poupon is “high class” Price leadership Southwest Airlines is “no frills” Attributes Bounty is “quicker picker upper” Product class Mazda Miata is sporty convertible Competitors Northwestern Insurance is the quiet company Occasions Use Wrigley’s gum when you can’t smoke Users Levi’s Dockers targeted to young men Quality At Ford, “Quality is Job 1”
46.
For Reflection • How
do your favorite brands position themselves in the marketplace? • Which possible positioning strategies seem to be most effective? 2-46 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
47.
2-47 Copyright © 2013
Pearson Education, Inc. publishing as Prentice Hall Chapter Summary • Perception is a three-stage process that translates raw stimuli into meaning. • Products and messages may appeal to our senses. • The design of a product affects our perception of it. • Subliminal advertising is controversial. • We interpret stimuli using learned patterns. • Marketers use symbols to create meaning.
Download now