Consumer

Behavior
Presented by Nourhan
Mohamed AbdelKawi
ID: 221005221
JND “Just Noticeable
Difference”
The minimum difference in intensity that can be detected
between two objects. In the context of consumer behavior,
this principle is crucial in understanding how consumers
perceive changes in various marketing stimuli such as
prices, product features, or advertising messages.
Example:
Imagine a consumer is accustomed to purchasing a particular product
priced at $90. According to Weber's Law, if the price of the product is
increased by $5 to $95, the consumer might not notice the change
because it falls within the JND threshold. However, if the price is increased
by $15 to $105, it exceeds the JND threshold, and the consumer is more
likely to perceive the difference and possibly reconsider the purchase
decision.
JND “Just Noticeable
Difference”
 What is subliminal perception?
Subliminal perception refers to the processing of information
by the brain without conscious awareness of the stimuli.

How does it relate to marketing?

Subliminal perception in marketing involves influencing
consumers' perceptions and behaviors without their
Subliminal conscious awareness through subtle cues or stimuli
embedded in marketing materials such as advertisements,

Perception packaging, or product placements. These subliminal cues

aim to evoke specific feelings or associations that impact
consumer decision-making. For instance, subliminal
messages or imagery strategically incorporated into
commercials or print ads can influence consumers'
attitudes or preferences toward a brand or product.
Although the effectiveness and ethical implications of
subliminal marketing techniques are debated, research
suggests that subliminal cues may subtly affect consumer
behavior by shaping perceptions and purchase intentions,
yet the extent of their influence remains uncertain.
 Absolute Threshold:
Sleekness, simplicity, and intuitive user interfaces are key
components of Apple product design, which appeals to
customers' tactile and visual senses. When customers see or
use Apple products and are instantly hooked to their utility
and attractiveness, that is when the absolute barrier is
reached.

Brand: Apple Differential Threshold:

Apple innovates its products constantly, making little
changes with every release. Features like better cameras
Product Decision or quicker processing rates may help consumers
distinguish between older and newer versions.

Sensory Adaptation:
Users of Apple goods may get acclimated to the tactile
aspects of using them over time, such as the sound of
the distinctive iOS notification tones or the feel of the
slick touchscreen.
 Absolute Threshold:
Apple's packaging is renowned for its premium vibe and
minimalist style, which immediately evokes feelings of
quality and elegance.

Differential Threshold:
Brand: Apple Although minor adjustments to Apple's package design,
such changing the size of the box or the color scheme,
may go unnoticed by devoted customers, they will still be
Packaging Decision able to recognize changes to the brand's packaging
aesthetics.

Subliminal Perception:
Apple's packaging has subtle details, such texture
variations and embossed logos, that may arouse
favorable associations and strengthen impressions of
the brand's high caliber and attention to detail.
 Ambush Marketing:
Apple may deliberately use ambush marketing
techniques to create excitement and draw attention
away from rivals by taking advantage of significant
industry events or new product debuts. Putting out

Brand: Apple
teaser advertisements or social media postings, for
instance, just before a significant tech conference when
competitors are anticipated to present new goods.

Advertising Decisions
Experiential marketing:
Customers may engage directly with Apple goods and
pick up new skills through Apple's "Today at Apple"
seminars and in-store encounters. Deeper consumer
interactions and memorable brand encounters are the
goals of these experiential marketing initiatives.
 Subliminal Perception:
Apple may use images or statements that subtly suggest
exclusivity or sophistication in its marketing materials. This
might affect consumers' perceptions and lead to purchases.

Brand: Apple
Differential Threshold:
Sales Promotion Decisions When price methods change, including offering bundles or
temporary discounts, they may surpass customers'
thresholds, causing them to view Apple items differently
and possibly influencing their purchasing decisions.
 What are the types of
perceived risk consumers have
to deal with?
 Physical Risk
This means consumers worry
about getting hurt or feeling
unwell when using a product or
service. For example, they might
be scared to try a new skincare
product if they think it could
cause a bad reaction.
Financial Risk
This is when consumers are
concerned about losing money or
facing money problems because of a
purchase. For instance, they might
hesitate to buy an expensive gadget
if they're not sure it will last long
enough to be worth the cost.
Psychological Risk
This is when consumers are
concerned about how a purchase
will make them look or feel. For
instance, they might avoid buying
certain clothes if they think they
won't fit in with their friends or if
they're worried about what
others might think of them.
Time Risk
This happens when consumers are
worried about wasting their time
or missing out on better
opportunities because of a
purchase. For example, they might
avoid trying a new software if they
think it will take too much time to
learn and use.
Functional Risk
This is when consumers aren't sure if a
product or service will do what they
need it to do. They might worry that it
won't work properly or won't be
compatible with their other devices.
For example, they might not buy a new
phone if they're not sure it will run the
apps they use every day.
Identify and discuss three
methods.
 Seek Information
Before buying something, people often look for
information. They might read reviews online,
compare prices and features, ask friends for
advice, or visit different stores. This helps them
make better decisions and understand what
Remain brand loyal
they're getting for their money.
Many people stick to buying products from brands they like
and trust. Once they've had a good experience with a brand,
they're likely to keep buying from it. Even if other options

Rely on brand image are available, loyal customers will choose their favorite
brand because they know they can rely on it. This loyalty
comes from feeling confident in the brand's products and
The reputation of a brand is important when people
being happy with what they've bought before.
decide what to buy. They trust brands that are well-
known and have a good image. If a brand is known for
quality and style, people are more likely to choose its
products over others. For example, someone might prefer
to buy clothes from a famous brand because they know
it's fashionable and reliable.
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