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Consumer Perception: Conscious and Non-Conscious Processes

Consumer Perception: Conscious and Non-Conscious Processes

Copyright: © 2015 |Pages: 22
ISBN13: 9781466675186|ISBN10: 1466675187|EISBN13: 9781466675193
DOI: 10.4018/978-1-4666-7518-6.ch001
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MLA

Rajagopal and Raquel Castaño. "Consumer Perception: Conscious and Non-Conscious Processes." Understanding Consumer Behavior and Consumption Experience, IGI Global, 2015, pp.1-22. https://doi.org/10.4018/978-1-4666-7518-6.ch001

APA

Rajagopal & R. Castaño (2015). Consumer Perception: Conscious and Non-Conscious Processes. IGI Global. https://doi.org/10.4018/978-1-4666-7518-6.ch001

Chicago

Rajagopal and Raquel Castaño. "Consumer Perception: Conscious and Non-Conscious Processes." In Understanding Consumer Behavior and Consumption Experience. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7518-6.ch001

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Abstract

Sensation and perception refers to different stages in the processing of stimuli that influence consumer behaviors. The five senses involved in sensation and perception—touch, smell, taste, hearing, and vision—have important implications for marketers. Consumers often make inferences about the quality and performance of products on the basis of sensory cues. Product packaging can also be an important cue from which consumers can derive information and make evaluations about the performance of the product. This chapter also discusses non-conscious processing of environmental cues and how unconsciously perceived stimuli affect a variety of consumer behaviors. The research presented in this chapter on sensory cues and unconscious processes can help managers to develop effective sensory marketing strategies.

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