MARK320 Lecture Notes - Lecture 7: Absolute Threshold, Subliminal Stimuli, Fine Print
16 Sep 2016
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Document Summary
If we don"t perceive the stimuli/message, the desired behaviour will not follow. Perception is not about seeing, it is about interpreting stimuli. It is something that is created in our head. We want to know how the consumer creates these perceptions. We don"t see things as they are, we see things as they are. In order for a marketing stimulus to have an impact, consumers must: exposed to in. Attention is: (i) selective, (ii) divided, (iii) limited. Subliminal perception vs. persuasion: perceive it based on person. Limited capacity model: limited capacity to take in in. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Lense : what the sense sees is not necessarily what is stored in the camera"s memory. Marketers want to influence how consumers interpret the stimuli. Sensation is the immediate and direct response of the sensory receptors to simple stimuli.
