consumer behaviour

2. PERCEPTION

3. ABSOLUTE THRESHOLD LEVEL
The point at which a person
can detect a difference
between something and nothing.

4. Just noticeable difference [ j.n.d ] or
differential threshold level– the minimal
difference that can be detected between two
similar stimuli.

6. Weber’s Law – the greater the initial stimulus
the more is the additional intensity needed to
perceive the second stimulus as a change.

7. Just Noticeable Difference [ j.n.d ]

8. Subliminal
Perception

9. CONCEPTS IN
PERCEPTION
•Closure
•Grouping
•Halo Effect

11. Price
Brand Image and Style
Quality
Value

12. Implausible High
Plausible High
Plausible Price
Plausible Low
Implausible Low

13. VALUE OR
UTILITY
Accquisitional Utility
Transactional Utility

14. Psychological Pricing

15. Risks Perceived
Physical Risk
Financial Risk
Social or Psychological Risk
Functional Risk
Time Risk

16. Perceptual
Mapping