I. 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.
1. Key Terms and Concepts
Absolute thresholdA term that refers to the smallest (minimal) level of a stimuli (e.g. sound; si...
2. Sensory Systems
The topics of sensation and perception are among the oldest and most important in all of psycholo...
3. The Perceptual Process
Perception is how you interpret the world around you and make sense of it in your brain. You do s...
4. Positioning
Positioning refers to the development of strategy that helps to influence how a particular market...
5. Chapter Reflections
Continue Learning Read this “Hub Spot” article, “The Little Known Stories Behind 8 Iconic Pack...