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CH008 by Le Duc Thang is a document available to read on EtoBox.

This chapter discusses perception and how it relates to consumer memory and decision making. There are three key parts to perception: exposure, attention, and interpretation. Exposure depends on whether exposure is selective or voluntary. Attention is determined by stimulus, individual, and situational factors. Interpretation is influenced by individual traits and knowledge, situational context, and characteristics of the stimulus itself. Marketers can use these insights into perception to enhance their bra

Author

Le Duc Thang

Language

EN