MCS 2600 Chapter Notes - Chapter 4: Subliminal Stimuli, Ambush Marketing, Absolute Threshold

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Percepion process by which an individual selects, organizes, and interprets simuli into a meaningful and coherent picture of the world. Elements of percepion: sensaion, absolute threshold, diferenial threshold, subliminal percepion. Most immediate and direct response of sensory organs to simuli: simuli any unit of input to any of the senses. Absolute threshold lowest level at which one can experience a sensaion. Diferenial threshold (just noiceable diference j. n. d) the smallest diference that can be detected between two similar simuli: j. n. d. = amount relaive to intensity of the irst simulus. Marketers need to be able to determine relevant j. n. d. of products: so negaive changes aren"t readily discernable to the public, so product improvements are very noiceable by consumers. Ambush markeing placing ads where consumers don"t expect them and cannot avoid them. Experienial markeing allows customers to engage and interact with oferings in sensory ways to create an emoional bond between consumers and markeing oferings.