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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Perception: Worlds of Sensation

Chapter Outline

  1. Opening Vignette
  2. Introduction
  3. The Subjective Nature of Perception
  4. Sensation and Sensory Thresholds
    1. Sensory Systems and Marketing Effects
    2. Sensory Thresholds
      1. Absolute Thresholds
      2. Weber's Law and the JND
  5. The Process of Perception
    1. Preattention
    2. Selection
      1. Motives and Goals
      2. Nature of the Stimulus
    3. Organization
      1. Grouping
      2. Figure and Ground
      3. Closure
    4. Interpretation and Elaboration
      1. Semiotic Process of Interpretation
      2. Perceptual Inferences
      3. Elaboration
  6. Perceptual Judgments and Marketing Strategies:
    1. Perceived Quality
    2. Perceived Risk
    3. Country-of-Origin
  7. Matters of Taste: Aesthetic Bridges Between Goods
  8. Summary

Discussion and Review Questions

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