MCS 2600 Lecture Notes - Lecture 4: Subliminal Stimuli, Sensory Neuron, Engagement Marketing

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

Document Summary

Perception: is the process by which consumers select, organize and interpret stimuli. Factors of sensory input: sensation: is the immediate response of the sensory organs to stimuli, stimulus: is any unit of input to any of the senses, sensory receptors: are the human organs that receive input. Absolute threshold: is the lowest level which an individual can experience a sensation, noticing the difference between something and nothing. This differs from sensory adaptation which refers to getting used to a sensation, becoming less noticeable to sensory receptors. Differential threshold: the minimal difference that can be detected between two similar stimuli. Subliminal perception: stimuli that is too weak to be consciously seen nevertheless strong enough to be perceived by one or more receptor. Selective exposure: occurs when consumers tune in when they find a message to be pleasing and they actively avoid painful or threatening ones.