chapter05_消费者观察技术.pptVIP

Chapter 5 Consumer Perception Perception 认知 The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. “How we see the world around us.” Elements of Perception Sensation The absolute threshold The differential threshold Subliminal perception Sensory Receptors 感觉器官 The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs. Absolute Threshold 绝对域限 The lowest level at which an individual can experience a sensation. Sensory Adaptation 感觉适应 “Getting used to” certain sensations; becoming accommodated to a ce