Consumer behaviour unit 3
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Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:Consumer behaviour unit 3: Perception Faculty Name: Subhangi Ma'am
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Consumer behaviour unit 3
- 1. CONSUMER BEHAVIOUR UNIT 3 Mrs. Shubhangi Dharma
- 2. PERCEPTION PROCESS SELECTS, ORGANIZES AND INTERPRETS STIMULI INDIVIDUAL PROCESS BASED ON NEEDS, VALUES & EXPECTATIONS
- 3. PHYSICAL PERCEPTION SENSATION - IMMEDIATE AND DIRECT RESPONSE MARKETING STIMULI - PRODUCT, PACKAGE BRAND NAME ADVERTISEMENT
- 4. STIMULUS - UNIT OF INPUT SENSORY RECEPTORS MAXIMUM SENSITIVITY - INPUT DECREASES INTENSITY INCREASES CONDITIONS OF MINIMAL STIMULATION
- 5. ABSOLUTE THRESHOLD LOWEST LEVEL INDIVIDUAL’S SENSATION POINT TO DETECT DIFFERENCE BETWEEN “SOMETHING” AND “NOTHING”
- 6. SENSORY ADAPTATION PROBLEM FOR ADVERTISERS USED FOR CURRENT PRINT ADS NO SUFFICENT SENSORY INPUT REGULAR CHANGE IN AD’S APPLICATION INCREASE SENSORY INPUT CHANGE IN MEDIA, INNOVATION
- 7. DIFFERENTIAL THRESHOLD MINIMAL DIFFERENCE BETWEEN TWO STIMULI JUST NOTICEABLE DIFFERENCE WEBER’S LAW - STRONGER INITIAL STIMULUS ADDITIONAL INTENSITY FOR SECOND STIMULUS ADDITIONAL STIMULUS RESULTS IN
- 8. MARKETING APPLICATION NEGATIVE CHANGES NOT DISCERNIBLE BELOW DIFFERENTIAL THRESHOLD - REDUCTION IN QUALITY INCREASE IN PRICE PRODUCT IMPROVEMENTS ARE APPARENT - JUST ABOVE THRESHOLD IMPROVED PACKAGING LARGER SIZE LOWER PRICE
- 9. SUBLIMINAL PERCEPTION BELOW THE LEVEL OF CONSCIOUSNESS PERCEIVED UNCONSCIOUSLY BENEATH THRESHOLD