MCS 3600 Lecture Notes - Lecture 3: Drive Theory, Observational Learning, Absolute Threshold

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3600
• Professor: Lefa Teng

Document Summary

Week 2 perception, learning, memory & motivation. Perception process by which stimuli are selected, organized and interpreted: in a commercial product attributes, function . It"s very difficult for one commercial to include all of the perceptual process well: make conclusions based on perception, perceptual process. Exposure (ex. commecial airs 3x ) attention . I like brand in commercial ) (response perception) A lot of research can be done for each stage: measuring perception. Exposure frequency (measured in terms of circulation) Attention eye tracking or eye fixations . Interpretation: exposure: degree to which people notice a stimulus that is within range of their sensory receptors. Absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. Differential threshold ability of sensory system to detect changes in a stimulus or difference between two stimuli. The minimum change in a stimulus that can be detects is also known as the just noticeable difference.