MKT 313 Lecture Notes - Lecture 3: Selective Exposure Theory, Absolute Threshold
27 Mar 2019
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Document Summary
Chapter 3: value and perception: determine products value based upon, perception, learning change in behavior. Intentional: read reviews on a new restaurant: unintentional: getting sick at a new restaurant. Consumer perception: distinct concepts, don"t always match real world, subjective reality, your perception is unique to you. How perceptions are formed: exposure (5 senses, sensation, organizing categorize it reacting, assimilation easily recognizable, accommodation some characteristics shared, contrast does not share a lot in common with existing categories, stimuli is processed subconsciously, below level of awareness.
