This document introduces the concepts of sensation and perception in consumer behavior. Sensation refers to the immediate response of our senses to basic stimuli, while perception is the process by which sensations are selected, organized, and interpreted to give them meaning. The study of perception focuses on how consumers add context to raw sensory inputs.

1. Welcome to
Consumer Behaviour
Sensation to Perception
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2. Sensation
The immediate response of our
sensory receptors (eyes, ears,
nose, mouth, finger) to basic stimuli
such as light, color, sound, odors
and texture

3. Perception
The process by which sensations
are selected, organized, and
interpreted

4. The Study
of Perception
Focuses on what we add to raw
sensations to give them meaning

5. Perceptual Process

7. Perceptual Selection

8. Includes the product’s
physical attributes,
package, brand name,
advertising and more
Nature of the stimulus
““

9. Based on Familiarity,
previous experience
or expectations.
Expectation
““

10. Needs or want for
a product or
service
Motives
““