Perception

Learning Objectives

In this section we will learn about perception and how marketers use sensory marketing and the perceptual process to position brands in the marketplace.

Upon completing this section students should:

  1. Explain the role of sensory stimuli and sensory receptors.
  2. Distinguish between ‘sensation’ and ‘perception.’
  3. Identify and explain the key elements in the perceptual process.
  4. Describe how marketers develop positioning strategies.
definition

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Introduction to Consumer Behaviour Copyright © by Andrea Niosi is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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