perception. and cb (1)

perception. and cb (1) - CHAPTER 6 Consumer Perception 1....

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CHAPTER 6 Consumer Perception 1. Key Concepts Sensory adaptation Absolute threshold Differential threshold How does sensory adaptation affect advertising effectiveness? How can marketers overcome sensory adaptation? Discuss the differences between the absolute threshold and the differential threshold. Which is more important to marketers? Explain your answer. For each of these products—chocolate bars and bottles of expensive perfume— describe how marketers can apply their knowledge of differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition. 2. Key Concepts Contrast Figure and ground How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the advertisement and the medium in which it appears help or hinder the effectiveness of the ad? What are the ethical considerations in employing such strategies? What are the implications of figure-ground relationships for print ads and for
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perception. and cb (1) - CHAPTER 6 Consumer Perception 1....

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