Perception Twist: Brands and their possible perceptual turns

by Javier Otaduy

The growing effort of many brands to provoke fleeting responses instead of generating more lasting perceptions leads us to bring to the table the issue of brand perception in consumers.In recent years, new discoveries, theories and experiments have emerged about how we perceive and the role that consciousness plays in what we perceive about brands. For this, Otaduy tells us in his book how perception works, how to identify the main perceptual biases that consumers create, to finally propose a 6-step process that achieves perceptual turns, so that brands achieve their objectives and at the same time fulfill their important role of satisfying real needs.

232 pages, Paperback

Published March 22, 2021