Perception in marketing, especially about selective perception

A. Introduction 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 …

…a product than in the actual purchasing and the disposal of the product. This is because consumers are doing selective perception mainly at those two first stages. Selective perception itself is something that done by every consumers subconsciously. It plays an important role in perception that is made by consumers about a product. That's why marketers have to put more attention about this if they want to succeed gaining a good perception from the consumers.