MCS 2600 Chapter Notes - Chapter 6: Servqual, Touchstone Pictures, Subliminal Stimuli

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Consumers act/react on the basis of their perceptions, not on basis of objective reality. Individual reality is totally personal, based on owns needs, wants, values and personal experiences. Advertising creates & shapes consumers perceptions of products by positioning their offerings as fulfilling consumers" needs & delivering important benefits more effectively than competing alternatives. Most difficult products to position or differentiate clearly from competition are commodities (which are largely the same, with little real physical differences among competing alternatives) Perception- process which an individual selects, organizes, & interprets stimuli into meaningful & coherent picture of the world. Unique to individuals (two people can view things, perceive things, very differently) Elements of perception- sensation, absolute threshold, differential threshold, subliminal perception. Sensation- immediate & direct response of sensory organs to stimuli (a stimulus is any unit of input to any of the senses)