Describe the process of perception and discuss how marketers can influence each component of the perception process

Question

What will be an ideal response?

Answer 1

Perception is the process by which people select, organize, and interpret information from the outside world. The three components of perception are exposure, attention, and interpretation. Exposure is the extent to which a person's sensory receptors--eyes, ears, nose, mouth, and skin--are capable of registering a stimulus. Attention is the extent to which we devote mental-processing activity to a marketing stimulus. We do not attend to every stimulus to which we are exposed. Interpretation is the process of assigning meaning to a stimulus based on prior associations and assumptions. Marketers should present their messages in media that increase consumer exposures and that increase the likelihood of consumer attention. Because consumers may not interpret messages in the way marketers intended, marketers should take care to avoid content that would lead to possible misinterpretations.