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  • Kahn-Week 3-BK Week 3 - p1

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    Perception is the process by which individuals interpret and make sense of stimuli in their environment. It involves two major factors - the actual stimulus itself that grabs one's attention, and one's own prior knowledge and expectations that shape how the stimulus is interpreted. Perception is crucial for understanding customer behavior because what customers perceive affects their actions, and what is perceived may not always match objective reality.

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    Kahn-Week 3-BK Week 3_p1

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    Perception is the process by which individuals interpret and make sense of stimuli in their environment. It involves two major factors - the actual stimulus itself that grabs one's attention, and one's own prior knowledge and expectations that shape how the stimulus is interpreted. Perception is crucial for understanding customer behavior because what customers perceive affects their actions, and what is perceived may not always match objective reality.

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    12 views5 pages

    Kahn-Week 3-BK Week 3 - p1

    Uploaded by

    shanky1124
    Perception is the process by which individuals interpret and make sense of stimuli in their environment. It involves two major factors - the actual stimulus itself that grabs one's attention, and one's own prior knowledge and expectations that shape how the stimulus is interpreted. Perception is crucial for understanding customer behavior because what customers perceive affects their actions, and what is perceived may not always match objective reality.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 5

    Brand Messaging and Communications

    Professor Barbara Kahn Patty and Jay H. Baker Professor Professor of Marketing The Wharton School

    Pod 1
    !

    Perceptions

    Perception
    The process of developing an interpretation of a stimulus, or, in other words, deciding what a stimulus means. ! It is perhaps the most crucial process in customer behavior for two reasons:
    !

    What customers perceive is what affects their actions " What is perceived is not necessarily what is "true"
    "

    Process of Perception
    Perception is constructive; people construct interpretations on the fly. ! The meanings are constructed as needed and are based upon two major factors:
    !

    The "actual" stimulus or event : Exposure and Attention (what is salient) " Our prior expectations and what we know (perceptual interpretation)
    "

    Overview of Perceptual Process


    SENSORY INPUTS

    Exposure

    Attention
    Interpretation

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