Home / Summaries / Consumer Behavior / iconic-intensity-threshold

Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

7 important questions on Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

After successful exposure and attention, perception can take place. In this phase, consumers take in (encode) a stimulus using their senses. Where do these perceptions temporarily store if a consumer successfully encodes it?

In the sensory memory. This contains the input from one or more of the five senses as we perceive it. It is retained very briefly in this part of the memory. There are 3 forms:

Echoic memory: memory of things we hear
Iconic memory: memory of things we see
Olfactory memory: memory of things we smell

Perception can be encoded using one or multiple of the human senses. After encoding, this is temporarily stored on the sensory memory. What are the ways that a consumer can perceive something through vision (and store it in iconic memory)?

The following factors can combine to impact consumers' perception of marketing stimuli.
1. Size and shape
2. Lettering
3. Pictorials
4. Color
- Hue: is called the pigment contained in color
- Chroma (saturation):refers to the richness of color.
- Lightness: refers to the depth of the tone in the color
5. Appearance

A consumer can perceive through different senses, one of them being through hearing. Some brands try to define a certain sonic identity: using specific music or sounds to identify their brand. What are other elements of auditory stimuli that influence a consumers perception?

1. The pace of speaking and pitch of voice: a low pitched voice speaking at a faster-than-normal rate induces more positive ad and brand attitudes.
2. The pitch of a sound: low-pitched sounds create anxiety and induce more risk-averse choices in consumers.
3. Phonetic structures: consumers tend to have more positive feelings about a brand name with sound repetition in its structure.
4. Background noise: this can affect purchase behavior.

Smell is an effective tool to induce certain consumer perceptions. What are the areas of effect that smell can have?

1. Physiological responses and emotional moods
2. Likability of a store/product
3. Likelihood of product trial (here is the fit between used scent and the sold product crucial)
4. Buying behavior

What is the absolute threshold in the context of stimulus perception?

It is defined as the minimum intensity of stimulus required for detection.
This level of intensity is necessary to perceive a stimulus.

What does the differential threshold signify?

It represents the smallest detectable difference in stimulus intensity between two stimuli.
Also referred to as the just noticeable difference (jnd).

What is Weber's law and how is it mathematically represented?

This law explains that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Mathematically expressed as ΔS/S = K, where K is a constant of proportionality.

The question on the page originate from the summary of the following study material:

Consumer Behavior | 9780357721292 | Wayne D Hoyer, et al

View summary

A unique study and practice tool
Never study anything twice again
Get the grades you hope for
100% sure, 100% understanding

Remember faster, study better. Scientifically proven.

Topics that are related to Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

Exposure, Attention, Perception and Comprehension

Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

7 important questions on Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

After successful exposure and attention, perception can take place. In this phase, consumers take in (encode) a stimulus using their senses. Where do these perceptions temporarily store if a consumer successfully encodes it?

Perception can be encoded using one or multiple of the human senses. After encoding, this is temporarily stored on the sensory memory. What are the ways that a consumer can perceive something through vision (and store it in iconic memory)?

A consumer can perceive through different senses, one of them being through hearing. Some brands try to define a certain sonic identity: using specific music or sounds to identify their brand. What are other elements of auditory stimuli that influence a consumers perception?

Smell is an effective tool to induce certain consumer perceptions. What are the areas of effect that smell can have?

What is the absolute threshold in the context of stimulus perception?

What does the differential threshold signify?

What is Weber's law and how is it mathematically represented?

Topics that are related to Exposure, Attention, Perception and Comprehension - Perception and consumer behavior

Exposure, Attention, Perception and Comprehension

Summaries related to Motivation, Ability & Opportunity - What determines motivation?

Consumer Behavior

Global politics

Essentials of international relations

Behavioral genetics

Management and organisational behaviour

Follow Up Engels idioom 4/5 H

International Business

Marketing fundamentals

Projectmanagement, A practical Approach-Engl…

Basic Management Accounting for the Hospital…

International business

Organization theory and design