Chapter 6Consumer Perception – Beauty in the Eyes of the Beholder
Learning Objectives
After reading this chapter, you should be able to:
- Define consumer perception;
- Explain the consumer perceptual process;
- Critically discuss semiotics in relation to consumer perception;
- Discuss showrooming and webrooming in relation to consumer perception;
- Explain virtual reality, mixed reality, and augmented reality in relation to consumer perception;
- Discuss sensory thresholds;
- Marketing implication of consumer perception.
Introduction
One of the intriguing areas of consumer behaviour is consumer perception. It connects most of our consumption decisions. Whether we are interested in luxurious items like automobiles, or trifling ...
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