臺大消費者行為cb07perception(已修改)
2025-03-15 15:26 本頁面
【正文】 PERCEPTION 0410 1 Overview Definitions Exposure Attention Interpretation 0410 2 Definitions Sensation: the immediate response of our sensory receptors to basic stimuli Perception: the process by which an individual selects, anizes, and interprets sensations into a meaningful and coherent picture of the world. 0410 3 Stages of Perception Exposure(., consumer must see your billboard) Attention(., consumer must look at ad message) Interpretation (., consumer must “take in” message) 0410 4 Exposure The process by which the consumer es in physical contact with a stimulus. 0410 5 When Does Exposure Occur? Absolute Thresholds:the lowest point at which an individual can experience a sensation Differential Thresholds ? just noticeable difference (.) ? Weber’s Law: Δs/S=K Subliminal Perception 0410 6 Selective Exposure Consumers can
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