2 Perception

Perception is defined as the psychological processing of information received by the senses. Our emphasis in this chapter is on the process by which the consumer becomes aware of the product. Often, perception is used to refer to the content of the consumer’s beliefs about a product; for example, it is sometimes said that an advertisement led the consumer to develop a favorable perception of the product. This use of the term perception is really inappropriate, and refers to processes we consider later when we discuss cognition and memory in chapter 3.

First, we examine some of the approaches to the measurement of perception. Next, we examine the characteristics of the stimulus situation that affect the individual’s awareness of the ...

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