Consumer Perception: Conscious and Non-Conscious Processes

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Copyright: 2015
Pages: 22
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch001

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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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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Consumer Perception: Conscious and Non-Conscious Processes

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