ABSTRACT
Perception is the process whereby individuals receive, select, organize, and interpret sensory stimuli to produce a meaningful picture of their world. This definition suggests that the perceptual process includes three key stages:
1. Exposure: Consumers receive or sense sensory stimuli (cues) through their senses. 2. Attention: Consumers attend to or allocate information-processing capacity to selected stimuli,
allowing the resulting sensations to enter their brain for information processing. 3. Comprehension (interpretation): Buyers organize and interpret information to derive meaning
from or make sense of it.
