Outline #10: Perception

I. Perception requires a stimulus, reception of stimuli and sensation.

II. The Just Noticeable Difference is important in consumer behavior.

III. Contrast, sameness, contrast, expectations and motives can all influence perception.

IV. Several things can distort perception. Marketers often use these to influence consumer behavior: halo effect, physical appearance, stereotypes, respected sources, irrelevant cues, and jumping to conclusions.

V. Perceptual mapping is an important tool in analyzing consumer perceptions of product/service differences.

(Handouts 9.1, 9.8, 9.9)

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