PERCEPTION

PERCEPTION
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How we feel . . .

PERCEPTION
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Definition

PERCEPTION
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How we see the world around us The process by which people notice and make sense of information from the environment The process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment The active process of sensing reality and organizing it into meaningful views or understandings.

Decision . . .

PERCEPTION

Motives Attitudes Needs

Consumer Purchase Decision Learning

Perception Personality

Economic
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What is necessary to reach consumers?

PERCEPTION
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1. Exposure (e.g., consumer must see your billboard). 2. Attention (e.g., consumer must look at ad message). 3. Perception (e.g., consumer must take in message).

AIDA
Attention or awareness: to draw customers attention toward your product or brand. Intention : to make customers intend purchase Desire: to make customers to desire your product or demand your product Action: by doing so they take action and make final decision .
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PERCEPTION

Consumer Decision Process

PERCEPTION

Decision Process Stages Problem Recognition

Psychological Processes Motivation

Information Search

Perception

Alternative Evaluation

Attitude Formation

Purchase Decision

Integration

Postpurchase Evaluation
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Learning

Selective Perception Process

PERCEPTION

Selective Exposure
Selective Attention Selective Comprehension Selective Retention
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Selective exposure
Exposure: the process by which the consumer comes in physical contact with a stimulus. Selective exposure: From the variety of communication experiences available to them, people choose to expose themselves to communication that reaffirms preexisting ideas and attitudes, thereby bolstering their image of themselves and what they "know".
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PERCEPTION

Selective exposure

PERCEPTION
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Such behavior is founded on a basic aspect of human nature: The rationale behind almost all human activity is the strong need to protect, maintain, and enhance ones self-concept or selfimage (Burgoon 1994)

Selective attention

PERCEPTION

Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence. It implies withdrawal from some things in order to deal effectively with others. This stage results in greater awareness of supportive information and avoidance of contradictory information
(Assael 1981).

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Selective comprehension

PERCEPTION
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This stage involves interpreting discrepant information so that it is consistent with beliefs and attitudes. (Assael 1981)

Selective retention
The key question is what information is retained in memory to influence future behavior. The principle of selective retention states that people remember more accurately messages that are favorable to their self-image than messages that are unfavorable (Assael 1981). In short, people remember the good things and forget the bad. Selective retention thus reinforces ones self-image
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PERCEPTION

Information Processing Components

PERCEPTION

Random

Exposure Attention Interpretation Memory

Deliberate High Involvement

Perception

Low Involvement

Low Involvement
Short Term

High Involvement
Long Term

Purchase and Consumption Decisions

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Information Processing is Selective

PERCEPTION
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