5. Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to

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5. Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s law. For a marketing stimulus to have an impact, consumers must be exposed to it, allocate some attention to it, and perceive it.

Consumers need a basic level of attention to perceive a stimulus before they can use additional mental resources to process the stimulus at higher levels. Exposure occurs when the consumer is presented with a marketing stimulus. Attention occurs when the consumer allocates processing capacity to the stimulus. Attention is limited, selective, and divided, and may be focal or nonfocal. Consumers perceive a stimulus by using one or more of their five senses.

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Consumer Behavior

ISBN: 9781133435211

6th Edition

Authors: Wayne D Hoyer, Deborah J Macinnis, Rik Pieters

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