5 Perception ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
• Subconscious judgment
about a product within 90
seconds
• 62 ~ 90 % of assessment
based on color alone
Threshold
■ Absolute threshold: the minimum amount of stimulation a person can detect on any given sensory channel
■ differential threshold: intensity difference needed for a person detect changes in or differences between two stimuli
■ j.n.d (just noticeable difference)
Stage 1: Exposure
■ Key Concepts
■ Sensory threshold
■ Psychophysics
■ Absolute threshold
■ Differential threshold
■ JND (just noticeable difference)
Selective Exposure
■ Zipping: Fast-forwarding through a commercial
■ Zapping: switching channels
■ muting