Opening Vignette: "Pepsi Tries to Change Consumer Perceptions"

1. Marketing Stimuli and Consumer Perceptions
2. Stimulus Characteristics Affecting Perception
   1. Sensory Elements
      1. Sight: Color Perceptions
      2. Taste
      3. Smell
      4. Sound
      5. Feel
   2. Structural Elements
3. Consumer Characteristics Affecting Perception
   1. Stimulus Discrimination
      1. Threshold Level
      2. Adaptation Level
   2. Stimulus Generalization
      1. Strategic Applications of Generalization
      2. Brand Leveraging
4. Perceptual Selection
   1. Exposure
   2. Attention
   3. Selective Perception
      1. Functions of Selective Perception
      2. Perceptual Equilibrium
      3. Perceptual Disequilibrium
   4. Selective Perception and Marketing Strategy
      1. Using Perceptual Defense
      2. Using Perceptual Vigilance
   5. Selective Perception and the Internet
5. Perceptual Organization
   1. Closure
   2. Grouping
   3. Context
6. Perceptual Interpretation
   1. Perceptual Categorization
      1. Category Levels
7. Process of Categorization
8. Marketing Implications of Categorization
9. Perceptual Inference
   1. Perceptual Inference and Product Symbols
   2. Marketing Implications of Perceptual Inference
10. Brand Image
11. Store Image
12. Corporate Image
13. Perceived Risk
    1. Factors Associated with Perceived Risk
    2. Type of Risk
    3. Consumer Strategies to Reduce Risk
    4. Marketers' Strategies to Reduce Risk
14. Price Perceptions
    1. Price Expectations
    2. Price-Quality Relationship