BU432 Chapter Notes - Chapter 2: Kit Kat, Trade Dress, Guerrilla Marketing
Document Summary
Sensory stimuli sensory receptors: interpretation from expectation sensation. Influencing consumers" perceptions on taste: e. g. subtle cue such as the colour of a product (dark vs. more natural colour of orange juice) It is the ratios, not the absolute differences, that are important in describing the least perceptible differences in sensory discrimination. Subliminal perception: subliminal perception perception of stimuli below the level of consumer consciousness. Consumers become habituated to less-intense stimuli (e. g. soft. People tend to habituate to stimuli that are irrelevant or. Simple stimuli tend to be habituated too because they. People tend to habituate to frequently encountered stimuli as. Stimulus selection factors: stimuli that differ from others around them are more likely to be noticed (weber"s law). This contrast can be created in several ways: size, colour, position. Stimuli that are in places where we"re more likely to look stand a better. Size of the stimulus itself in contrast to the competition helps determine.
