Perception : a neural account

الملخص EN

In the present theoretical article an attempt is made at advancing theory in marketing science.

This is achieved by proposing a model of the perceptual process that is supported by evidence from neural science.

Two influential theories of perception are reviewed, namely, the constructive theory and the ecological theory.

The merits of each theory are judged with respect to neural activity.

It is found that the account provided by each theory is commensurate with the functionality of the two pathways of the vision system.

That is, the constructive theory parallels the ventral pathway while the ecological theory is consistent with the dorsal pathway.

It is asserted that a comprehensive elucidation of consumer behavior necessitates the coexistence of both theories.