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Perception

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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.

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Welcome to Consumer Behaviour Sensation to Perception [ ]
Sensation The immediate response of our sensory receptors (eyes, ears, nose, mouth, finger) to basic stimuli such as light, color, sound, odors and texture
Perception The process by which sensations are selected, organized, and interpreted
The Study of Perception Focuses on what we add to raw sensations to give them meaning
Perceptual Process
Perception
Perceptual Selection
Includes the products physical attributes, package, brand name, advertising and more Nature of the stimulus
Based on Familiarity, previous experience or expectations. Expectation
Needs or want for a product or service Motives

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