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Lecture Consumer behavior (8e): Chapter 2 - Michael Solomon

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Lecture Consumer behavior (8e): Chapter 2 - Michael Solomon

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Chapter 2 - Perception. When you finish this chapter you should understand why: Perception is a three-stage process that translates raw stimuli into meaning, products and commercial messages often appeal to our senses, but we won’t be influenced by most of them, the design of a product today is a key driver of its success or failure, subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.

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