blocking a stimuli from conscious awareness ♦ Perceptual blocking – Consumers avoid being bombarded by advertisements and protect themselves by tuning out i.e. ♦ Perceptual defence – Consumers screen out stimuli which they perceive as threatening ♦ Selective attention – Heightened awareness when stimuli meet their needs. Consumers prefer different messages and medium. ♦ Selective exposure – Consumers seek out messages which are pleasant, messages they can sympathize with or messages which reassure them (A) Selection – Consumers are subconsciously selective as to what they perceive stimulus selected depends on two factors – Information flow through frame of reference (iv) Sublimation Perception – Perception of very weak or rapid stimuli below the level of conscious awareness. Where ∆ 1 = the smallest increase in the stimuli intensity from existing Weber’s Law – A law of psychophysics stating that the change necessary to produce a just noticeable difference is a constant proportion of the original stimuli. Also known as the just noticeable difference. (iii) Differential threshold – It is the minimal difference that can be detected between two similar stimuli. It is the difference between “something” or “nothing”. (ii) Absolute threshold – It is the lowest level at which an individual can experience a sensation. A stimuli is any unit of input to any of the senses. (i) Sensation – The immediate and direct response of the sensory organs to stimuli. A person’s frame of reference consists of all his previous held experiences, beliefs, likes, dislikes, feelings etc. Perception occurs when sensory receptors receive stimuli and categories them and assign certain meanings to them, depending on the person’s frame of reference. Perception is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.
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