MKTG1204 Lecture Notes - Lecture 2: Semiotics, Lateralization Of Brain Function, Sequential Analysis
Document Summary
Perception - the process by which we notice, attend to and interpret the stimuli - objects, messages and events - that we encounter in the world around us. Ad break: giant toy spectacular: guy from modern family, recognisable, people will pay attention, getting attention for the parents, toys: gets attention of the children. Ad break: australian snickers ad progressive or sexist: have to be careful not to offend people, perceptual vigilance. Differential threshold: a consumer"s ability to notice changes or differences in levels of stimulation, e. g. notice different sizes, more important is to change consumer perception, preference point. Just-noticeable difference (jnd: the minimum amount of change in a stimulus that needs to occur for consumers to notice the difference. Weber"s law: a law stating that the stronger/larger the initial stimulus (e. g. an item"s original price), the bigger the just-noticeable difference needs to be (e. g. an item"s sale price) in order to be noticed.
