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consumer's awareness and interpretation of reality


having incentive close enough so that the customer can sense it with one of the five senses


focused part of information processing ability toward developing an understanding of a stimulus


attempt to derive meaning from information

Consumer Perception Process

Sensing, Organizing, Reacting


when one of the senses is exposed to an object, immediate response to stimuli


develop an interpretation and begin to comprehend

Cognitive Organization

process by which the human brain assembles sensory evidence into something recognizable


when stimulus has traits that consumers recognize as belonging to a category


when stimulus shares some traits that help categorize with exceptions


when stimulus does not fit within a category


physical and mental responses to stimuli

Selective Exposure

screening out certain stimuli and purposely exposing oneself to others

Selective Attention

process of paying attention to certain stimuli

Subliminal Processing

ways human brain deals with low strength stimuli

Subliminal Persuasion

results from subliminal processing

Absolute Threshold

strength of a stimulus must be larger so that is can be noticed (subliminal)

Just Noticeable Difference (JND)

one stimulus is much stronger than another so that someone can notice that the two are not the same

Factors that Enhance Consumers' Attention

Intensity of Smell, Contrast, Movement, Surprising Stimuli, Size of Stimuli, Involvement

Behavioral Approach to Learning

focuses on changes in behavior due to association without concern for the cognitive procedure of the learning process

Cognitive Perspective

focuses on changes in thought and knowledge and how they speed up behavioral changes

Intentional Learning

when consumers set out to learn information about a subject

Unintentional Learning

when behavior is modified through consumer stimulus contact without any effortful part of cognitive processing ability toward that stimulus

Classical Conditioning

change in behavior that occurs through associating a stimulus with another stimulus that naturally causes some reaction, type of unintentional learning

Instrumental Conditioning

behavioral response can be trained through support, punishment or rewards associated with good or bad behavior

Factors Affecting Consumer Comprehension

Message, Message Receiver, Environmental

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