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Consumer Perception MKT348 CSUN Dr. Franck Vigneron

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Consumer Perception MKT348 CSUN Dr. Franck Vigneron

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    1. Chapter 6 Consumer Perception MKT348 CSUN Dr. Franck Vigneron

    3. Elements of Perception Sensation The absolute threshold The differential threshold Subliminal perception

    9. Marketing Applications of the JND Need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers

    11. Aspects of Perception

    12. Concepts Concerning Selective Perception Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

    13. Principles of Perceptual Organization Figure and ground Grouping Closure Zeigernik effect

    15. Issues In Consumer Imagery Product Positioning and Repositioning Positioning of Services Perceived Price Perceived Quality Retail Store Image Manufacturers Image Perceived Risk

    16. Issues in Perceived Price Reference prices Tensile and objective price claims

    17. Reference Prices External Reference Price Internal Reference Price

    18. Tensile and Objective Price Claims Evaluations least favorable for ads stating the minimum discount level Ads stating maximum discount levels are better than stating a range

    19. Perceived Quality Perceived Quality of Products Intrinsic vs. Extrinsic Cues Perceived Quality of Services Price/Quality Relationship

    20. Characteristics of Services Intangible Variable Perishable Simultaneously Produced and Consumed 6 P’s: Product, Promotion, Price, Place And People + Process

    22. Types of Perceived Risk Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

    23. How Consumers Handle Risk Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance

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