Explain the following related concepts:
Perceptual encoding: the process of interpreting stimuli. Two stages are involved and as follows…
Feature analysis: customer examines basic features (look and feel of object). From there, makes a perceptual decision about the product.
Active synthesis: There is where the context or situation where the information received plays a role in how the product is interpreted. It is how the meaning is acquired.
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Perceptual encoding is simply the process whereby consumers interpret stimuli.
The initial stage of encoding, feature analysis, involves examining the basic features of a stimulus (e.g., its size, brightness, and angles).
The second stage, active-synthesis, involves a more detailed perception whereby the consumer interprets a stimulus (such as a package) on the basis of the context in which the stimulus appears. At this point, the consumer takes an active role in meaning transference.
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