1. What is perception? Describe, giving examples the four elements of perception. (Note: to get full credit you have to also discuss sensation, absolute threshold, differential threshold, subliminal perception and their marketing applications).

 

1. WHAT IS PERCEPTION?

ANSWER:

When we say perception in marketing, it is the awareness of the customers such as their impressions and own thinking about the product or services that a company offers. In perception, this is where the customer gathers the product's information so that they can have an interpretation about the product.

WHAT ARE THE FOUR ELEMENTS OF PERCEPTIONS;

1. SENSATION- this happens when the senses of the person are shown to the external stimulus of the company's product. This sensory that a customer has are sound,smell,taste and sight.

Example:

"A coffee shop"

When a customer will enter into a coffee shop, he/she can immediately smell the fragrance of the coffee and the sounds grinding.

2. ABSOLUTE THRESHOLD- it is where the experience of an individual level is low. This occurs when a customer can differentiate something and nothing. Absolute threshold involves any stimulus that a human uses such as sound, touch, sight, smell.

Example:

"Mac Lipstick"

A customer can select a dark or nude natural lipstick. So basically she would choose a lipstick where it can nearly fit to her skin tone. There then the absolute threshold occurs. If the customer is not wearing a lipstick at all, she has a pale lips. But if she is wears a nude/natural lipstick, we can detect that it has colors however it just looks natural. The low level of limit of how a nude/natural lipstick a customer will use is an example of absolute threshold. If a girl wears a dark lipstick, we can be able to tell that she is really wearing a lipstick.

3. DIFFERENTIAL THRESHOLD- this refers to a slight difference that can easily be determined between to a two similar stimuli.

Example:

"Lipstick"(relation from the example of absolute)

In relation of the example of the lipstick of the absolute, the stimulus that is present there is sight, where it can see the color of the lipstick. The difference between the dark and nude/natural lipstick is what the differential threshold is.

4. SUBLIMATION- we all know that people are encouraged and stimulated below the level when it comes to conscious awareness. It means people can recognize stimuli even though they are not consciously aware thay they are now doing because if the stimuli of an individual is low, it is not good enough to recognize by one or more receptor cells. Sublimation is also called as the subliminal messages that are shown beyond the human perception.

Example:

If a contestant keeps on saying that "he will win the race". If his conscious mind can hear it, it can be possibly release the message and can say that you will not be able to make it. But if his conscious mind can not recognize the message, that means his subconscious mind can just accept the message.