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

Perceptual Selection

Includes the product’s 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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