Identify and Briefly Describe Three of the Basic Principles of Perceptual

question 98

Essay

Identify and briefly describe three of the basic principles of perceptual organization that relate to consumer behavior.

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Definitions:

Colour Vision

The ability of the eye and brain to perceive and interpret various wavelengths of light as distinct colours.

Opponent Process Theory

A theory that suggests emotional experiences are processed by opposing systems, one which is activated by the experience and another that produces the opposite effect to maintain emotional equilibrium.

Trichromatic Theory

A theory explaining how the human eye perceives color through the response of three types of cones sensitive to red, green, and blue light.

Dichromatic Theory

A hypothesis in color vision proposing that two types of color receptors (cones) in the eyes are responsible for color perception.