MCS 2600 Chapter Notes - Chapter 6: Servqual, Socalled, Subliminal Stimuli

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Karen A.Gough

Document Summary

O sensation is the immediate and direct 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 sensory inputs. Weber"s law has important applications in marketing. When it comes to product improvements, marketers very much want to meet or exceed the consumer"s differential threshold. There is no evidence that subliminal advertising persuades people to buy goods or services. A comprehensive review of the literature indicates that subliminal perception has no effect on attitudes toward products and consumption behaviour, and that most of its effects were discovered in highly articifical situations. Contrast is one of the most attention-compelling attributes of a stimulus: expectations. People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience, or preconditioned set of expectations: motives, selective perception.