ed

fi n
e
D Perception
The process by which individuals
select, organize, and interpret stimuli
into a meaningful and coherent
picture of the world. It can be
described as “how we see the world
around us.”

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 ed
fi n
e
D Sensation
The immediate and direct response of
the sensory organs to stimuli (units of
input to the senses, as captured by
the sensory receptors).

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Audio Sensory Input

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 ed
fi n
e
D Ambush Marketing
Placing ads in places where consumers do
not expect to see them and cannot
readily avoid them.
Experiential Marketing
Allows customers to engage and interact
with offerings in sensory ways in order to
create emotional bonds between
consumers and marketing offerings
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Subliminal Perception

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The Stimulus
• Contrast
• Shocking or unrealistic images

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Perceptions are affected by…

• Expectations
• Motives
• Selective Perception
– Selective Exposure
– Selective Attention
– Perceptual Defense
– Perceptual Blocking

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Perceptual Organization

• Gestalt psychology
• Figure and ground
• Grouping
• Closure

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Perceptual Organization Application

What Element of
Perceptual Organization
Is Featured in This Ad?

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Learning Objective 4.4

4.4 To understand why and how consumers

“add” biases to stimuli and the implications of
this tendency for marketing.

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Perceptual Interpretation

• Stereotyping
• Triggers
– Physical appearance
– Descriptive terms
– First impressions
– Halo Effect

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Brand Image
• Positioning
• Brand image updates
• Package image
• Service image

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Perceived Price

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Perceived Risk

The degree of uncertainty perceived by the consumer

as to the consequences (outcome) of a specific
purchase decision

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How Consumers Handle Risk

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