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    Perceptual Nature and Process

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    Nageshwar Yadav
    Exposure to a stimulus like an advertisement is the first step in the perception process. This is followed by attention, where the brain processes the sensation, and interpretation, where meaning is assigned to the sensations. Memory involves both short-term retention of the meaning for immediate decision making and long-term storage so the perception can influence future decisions and behavior. The perception process transforms stimuli into stored information that can impact feelings, values, and purchasing decisions.

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    Perceptual Nature and Process

    Uploaded by

    Nageshwar Yadav
    27 views1 page
    Exposure to a stimulus like an advertisement is the first step in the perception process. This is followed by attention, where the brain processes the sensation, and interpretation, where meaning is assigned to the sensations. Memory involves both short-term retention of the meaning for immediate decision making and long-term storage so the perception can influence future decisions and behavior. The perception process transforms stimuli into stored information that can impact feelings, values, and purchasing decisions.

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    Exposure to a stimulus like an advertisement is the first step in the perception process. This is followed by attention, where the brain processes the sensation, and interpretation, where meaning is assigned to the sensations. Memory involves both short-term retention of the meaning for immediate decision making and long-term storage so the perception can influence future decisions and behavior. The perception process transforms stimuli into stored information that can impact feelings, values, and purchasing decisions.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    27 views1 page

    Perceptual Nature and Process

    Uploaded by

    Nageshwar Yadav
    Exposure to a stimulus like an advertisement is the first step in the perception process. This is followed by attention, where the brain processes the sensation, and interpretation, where meaning is assigned to the sensations. Memory involves both short-term retention of the meaning for immediate decision making and long-term storage so the perception can influence future decisions and behavior. The perception process transforms stimuli into stored information that can impact feelings, values, and purchasing decisions.

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    CONSUMER LEARNING

    The Nature and Process of Perception


    2.1 Nature of Perception
    Information processing is a series of activities by which stimuli are perceived, transformed into information and stored.
    P Exposure
    Random ----------- Deliberate
    E
    R
    C Attention
    Low- High
    Involvement ----------------- involvement
    E
    P
    T
    Low- Interpretation High
    Involvement ------------------ involvement
    I
    O
    N
    Short-term Memory long term
    Active problem stored
    solving experience
    feelings values, decisions
    rules
    Purchase and consumption

    It is the first three, which constitute
    the perception process.
    Exposure occurs when a stimulus such as an advertisement
    comes within range of a persons sensory receptor nerves-vision
    for example. Target customer is in proximity of message when
    delivered e.g. watching Friends when ad aired.
    Attention occurs when the receptor nerves pass the sensation
    on to the brain for processing. Target customer allocates
    cognitive processing capacity i.e. pays attention to ad.
    Interpretation is the assignment of meaning to the received
    sensations. Target customer interprets the message i.e.
    message sent = message received
    Memory is the short-term use of the meaning for the immediate
    decision-making and the longer-term retention of the
    meaning. Target customer stores the advertisement and
    message in memory so can be accessed when needed

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