Perception Flashcards
What does Consumer Behavior influences?
- Conscious and non-conscious.
2. Rational and irrational.
What is Perception?
the process of attention to, encoding
of, and use of sensory information from our
environment.
3 important perceptual phenomenon?
Perceptual filters
Perceptual adaptation
Perceptual vigilance
What is Perceptual filters?
Attention is strategically allotted based on how
useful the stimuli is
What is Perceptual adaptation?
Attention decreases for familiar stimuli
What is Perceptual vigilance?
Attention is allotted to active goals and current
needs
What is Marketing moral?
that attention increases for stimuli that is novel and relevant
What is Automaticity?
Processes that do not require conscious control
Bargh & Chartrand (1999)
most of a person’s everyday life is determined not by their conscious intentions and deliberate choices but by mental processes that are put into motion by features of the environment and that operate outside of conscious awareness and guidance,”
This automaticity is adaptive William James (1890)
consciousness deserts all processes where it can no longer be of use…We grow unconscious of every feeling which is useless as a sign to lead us to our ends, and where one sign will suffice others drop out,”
THE COGNITIVE MISER THEORY
Our brains are extremely stingy in expending cognitive
resources
A perceptual necessity more than “laziness”
What is Implicit?
Sensory information that is not
the focus of the consumer’s
attention (“under the radar”)
What is Explicit?
Sensory information that is the
focus of the consumer’s
attention
What is Implicit Perception?
Individuals are unaware that they are processing and using stimuli they
perceive in their environment
What is Implicit Perception?
Occur because our cognitive structure is associational (schemas = related concepts that “go together” to us)
