Topic 4. Perception

Learning Objectives

In this section, we will learn about perception and how marketers use sensory marketing and the perceptual process to position brands in the marketplace.

Upon completing this section, students should:

  1. Explain the role of sensory stimuli and sensory receptors.
  2. Distinguish between “sensation” and “perception.”
  3. Identify and explain the key elements in the perceptual process.
  4. Describe how marketers develop positioning strategies.
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Fashion and Apparel Consumer Behavior Copyright © 2023 by Andrea Niosi and Doreen Chung is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.