BU432 Lecture Notes - Lecture 11: Just-Noticeable Difference, Gestalt Psychology
Document Summary
The process of selecting, organizing and interpreting our sensations into a meaningful experience or image: exposure. Signing up for newsletters, email chains etc: whether exposure occurs depends on sensory thresholds: Absolute: minimum level at which stimulus can be detected. Terminal: max level at which stimulus can no longer be detected. Differential: dete(cid:272)ta(cid:271)le differe(cid:374)(cid:272)e (cid:271)(cid:449) 2 sti(cid:373)ulus (cid:858)(jnd = just noticeable difference) Differential threshold: depends on intensity of the original stimulus, e. g. If you want ppl to notice that change, you have to ensure that it passes the differential threshold in that dimension: why is it relevant, emphasize difference for positive changes. E. g. discounts, repositioning, new product/benefits: downplay difference for negative changes. E. g. price increase, reduction in product sizes: when making a negative change make it below the differential threshold. If you expose someone at a conscious level (cid:449) e(cid:374)ough repetitio(cid:374), ppl(cid:859)s attitudes / (cid:271)eha(cid:448)iors (cid:272)a(cid:374) (cid:271)e i(cid:374)flue(cid:374)(cid:272)ed (cid:271)y that type of exposure.
