Perception in marketing, especially about selective perception
Perception is defined as the process by which an individual receives, selects, and interprets stimuli to form a meaningful and coherent picture of the world. Stimulus itself is defined as any unit of input to any of the senses (Schiffman, Bednall, Cowley, O'Cass, Watson, and Kanuk, 2001:148). So, perception not only occurs when we receive a stimulus by one of our five senses but it also relates to the view that that is developed as a result of the stimulus.
However, a person's reaction to stimuli and the perceptions that they form as a result of a stimulus often depends on…
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