PERCEPTION: A BLACK BOX TO MARKETING?
DOI:
https://doi.org/10.5902/198346591714Abstract
One of the least studied elements in the marketing literature, but which is of fundamental importance for understanding the process of buying decision is perception. Thinking of perception is not only thinking about how a consumer sees their options, but also to understand the mechanisms involved in this direction. This article aims to discuss humanperception from the perspective of marketing. This is a work of theoretical, with exploration goals, based on review of the literature on the subject. The stimuli are perceived by the individual through its capabilities, ie, for each individual in their personalities, mental and perceptive. It was evident the strong relationship between perception and sensory stimuli. Unravel the workings of the formation of perception can result in understanding the actions of consumers that are currently considered emotional, and fleeing the predictability of business. Studying the perception brings the ability to understand how information reaches the person and becomes conscious. The limitations of the study concern the fact and it is a test, leaving for future studies involving empirical research consistent with the issues that are worked involving perception.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.