MCS 2600 Lecture Notes - Lecture 3: Subliminal Stimuli, Just-Noticeable Difference, Absolute Threshold

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Brand personification refers consumer"s perception of brands attributes for a human like characteristic. to product anthropomorphism which refers to attributing human characteristics to objects. For example, tony the tiger and mr. peanut: brand personality refers to the personality traits associated with brands. Self and self-image: consumers have a variety of enduring images of themselves. These images are associated with personality in that individual"s consumption relates to self-image: one or multiples selves: a single consumer will act differently in different situations. Marketers target product to a particular self : makeup of the self-image: is developed through background, experience and interaction with others. Perception: the process by which we see the world around us. The way we select organize and interpret stimuli. The elements of perception include sensation, absolute threshold, differential threshold, subliminal perception: sensation: the immediate and direct response to stimuli, the absolute threshold is the lowest level at which an individual can experience a sensation.