{"id":28,"date":"2018-10-24T20:32:18","date_gmt":"2018-10-25T00:32:18","guid":{"rendered":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/part\/perception\/"},"modified":"2021-06-02T12:11:41","modified_gmt":"2021-06-02T16:11:41","slug":"perception","status":"publish","type":"part","link":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/part\/perception\/","title":{"raw":"Perception","rendered":"Perception"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Learning Objectives<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nIn this section, we will learn about <strong>[pb_glossary id=\"167\"]perception[\/pb_glossary]<\/strong> and how marketers use <strong>[pb_glossary id=\"158\"]sensory marketing[\/pb_glossary]<\/strong> and the <strong>[pb_glossary id=\"171\"]perceptual process[\/pb_glossary]<\/strong> to <strong>[pb_glossary id=\"173\"]position[\/pb_glossary]<\/strong> brands in the marketplace.\r\n\r\nUpon completing this section, students should:\r\n<ol>\r\n \t<li>Explain the role of sensory stimuli and sensory receptors.<\/li>\r\n \t<li>Distinguish between \"sensation\" and \"perception.\"<\/li>\r\n \t<li>Identify and explain the key elements in the perceptual process.<\/li>\r\n \t<li>Describe how marketers develop positioning strategies.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Learning Objectives<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>In this section, we will learn about <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_28_167\">perception<\/a><\/strong> and how marketers use <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_28_158\">sensory marketing<\/a><\/strong> and the <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_28_171\">perceptual process<\/a><\/strong> to <strong><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_28_173\">position<\/a><\/strong> brands in the marketplace.<\/p>\n<p>Upon completing this section, students should:<\/p>\n<ol>\n<li>Explain the role of sensory stimuli and sensory receptors.<\/li>\n<li>Distinguish between &#8220;sensation&#8221; and &#8220;perception.&#8221;<\/li>\n<li>Identify and explain the key elements in the perceptual process.<\/li>\n<li>Describe how marketers develop positioning strategies.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_28_167\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_28_167\"><div tabindex=\"-1\"><p>A term used to describe the process we undergo when we organize and interpret the sensations we experience. Perception gives us the ability to interpret meaning of what our sensory receptors are experiencing.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_28_158\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_28_158\"><div tabindex=\"-1\"><p>Sensory marketing involves engaging consumers with one or more of their senses (see, touch, taste, smell, hear) with the intention to capture their attention and store the sensory information for future processing.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_28_171\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_28_171\"><div tabindex=\"-1\"><p>A process that begins when our sensory receptors (eyes, ears, tongue, nose, and skin) come in contact with sensory stimuli (sight, sounds, tastes, odours, and textiles) followed by the degree to which we pay attention to these stimuli and the meaning we draw from them (interpretation).<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_28_173\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_28_173\"><div tabindex=\"-1\"><p>A strategy developed by marketers to help influence how their target market (consumers) perceives a brand compared to the competition.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"parent":0,"menu_order":2,"template":"","meta":{"pb_part_invisible":false,"pb_part_invisible_string":""},"contributor":[],"license":[],"class_list":["post-28","part","type-part","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/28","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts"}],"about":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/types\/part"}],"version-history":[{"count":3,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/28\/revisions"}],"predecessor-version":[{"id":466,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/28\/revisions\/466"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/media?parent=28"}],"wp:term":[{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/contributor?post=28"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/license?post=28"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}