Elements of Perception
Absolute Threshold
The lowest level at which an individual can experience a
sensation is called the absolute threshold. The point at which a
person can detect a difference between “something” and
“nothing” is that person’s absolute threshold for that stimulus
― The distance at which a driver can note a specific billboard on a highway is that individual’s
absolute threshold
― Two people riding together may first spot the billboard at different distance.
― Under conditions of constant stimulation, such as driving through a “corridor” of billboards, the
absolute threshold increases.
― Sensory adaptation is “getting used to” certain sensations; that is, becoming accommodated to a
certain level of stimulation and becoming less able to notice a particular stimulus.
Many of the promotional methods aimed at increasing sensory input take the
form of ambush
marketing or experiential marketing.
Ambush Marketing
Ambush marketing consists of placing ads in places where
consumers do not expect to see them and cannot readily avoid
them
― Vanilla paired with jasmine aromas were placed in apartments for sale in a Las Vegas condo and
scents were added to the handles of men’s shaving razors.
― Additional locations where ads are not expected
Experiential
Marketing
Experiential marketing allows
customers to engage and interact with
brands, products, and services
in sensory ways in order to create
emotional bonds between consumers
and marketing offerings.
― Kraft Foods heated several Chicago bus stops featuring ads for the brand
― consumers’ opportunities to closely examine NASCAR’s race cars in Times Square, New York City
Differential
Threshold
The minimum amount of change in a stimulus that a person can detect. For example, the difference
between a 500g and 550g product or a slight change in a price tag.
Positive Changes: Highlighting new features, benefits, or improvements (e.g., “Now with 20% more
product!”).
Negative Changes: Subtle reductions in product size (shrinkflation) or price increases that remain below the
JND to avoid consumer backlash.
❑ Test and adjust the intensity of promotions, such as louder music in ads or brighter colors in packaging.
― Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed
for the second stimulus to be perceived as different.
― they want to ensure that product improvements (e.g., improved or updated packaging, larger size, or lower
price) are very apparent to consumers, but without being wastefully extravagant
Halo Effect
The Halo effect refers to the overall evaluation of an object that is
based on the evaluation of just one or a few dimensions.
Morphemic Approach to Brand Names
A morphemic approach uses meaningful units of language (morphemes) that
convey a clear, conceptual meaning tied to the brand's positioning.
1. Facebook
1. Morphemes: Face (social interaction) + Book (a collection of profiles).
2. Consistency: The name reflects its purpose as a platform for connecting people and
viewing profiles, aligning with its positioning as a social networking service.
2. YouTube
1. Morphemes: You (personalized experience) + Tube (slang for TV/video).
2. Consistency: It conveys user-generated content and video sharing, perfectly aligned with
its focus on accessible and user-centered video entertainment.
3. Snapchat
1. Morphemes: Snap (quick, fleeting) + Chat (conversation).
2. Consistency: The name reflects its key feature of ephemeral messaging and casual
communication, fitting its youthful and dynamic positioning.
Phonemic Approach to Brand Names
A phonemic approach focuses on sound patterns, creating names that are
memorable, appealing, or suggestive through their phonetic qualities rather than
direct meaning.
1. Coca-Cola
1. Phonemes: Repeated k sounds are catchy and memorable.
2. Consistency: The rhythm and alliteration suggest energy and vibrancy, aligning with the
brand's positioning as a refreshing and lively drink.
2. Google
1. Phonemes: The repetition of the g sound and the playful ending with gle.
2. Consistency: The whimsical, tech-savvy sound aligns with its brand positioning as an
innovative and approachable search engine.
3. Pepsi
1. Phonemes: The plosive sounds (p and s) are crisp and energetic.
2. Consistency: The sharpness and simplicity reflect its positioning as a youthful, energetic,
and refreshing brand.
Activity
Pick three brand names that utilize a morphemic
approach and three that utilize a phonemic
approach. Are the morphemes and phonemes
consistent with the overall positioning of these
brands?
