MCS 2600 Lecture Notes - Lecture 3: Absolute Threshold, Gestalt Psychology, Railways Act 1921

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Elements of perception: sensation, absolute threshold, differential threshold, subliminal perceptions. Sensation is the immediate and direct response of the sensory organs to stimuli: a stimulus is any unit of input to any of the senses. The absolute threshold is the lowest level at which an individual can experience a sensation. Minimal difference that can be detected between two similar stimuli. Marketers need to determine the relevant j. n. d. for their products: so that negative changes are not readily discernible to the public, so that product improvements are very apparent to consumers. Placing ads in places where consumers do not expect to see them and cannot readily avoid them. Allows customers to engage and interact with offerings in sensory ways in order to create emotional bonds between consumers and marketing offerings.