PERCEPTION

ABSOLUTE THRESHOLD LEVEL

The point at which a person can detect a difference between something and nothing.

Just noticeable difference [ j.n.d ] or differential threshold level– the minimaldifference that can be detected between two similar stimuli.

Weber’s Law – the greater the initial stimulus the more is the additional intensity needed to perceive the second stimulus as a change.

Just Noticeable Difference [ j.n.d ]

Subliminal Perception

CONCEPTS IN PERCEPTION

•Closure

•Grouping

•Halo Effect

•Figure and Ground Effect

Price

Brand Image and Style

Quality

Value

Implausible High

Plausible High

Plausible Price

Plausible Low

Implausible Low

VALUE OR UTILITY

Accquisitional Utility

Transactional Utility

Psychological Pricing

Risks Perceived

Physical Risk

Financial Risk

Social or Psychological Risk

Functional Risk

Time Risk

Perceptual

Mapping