•The process by

which an
individual selects,
organizes, and
interprets stimuli
Perceptio into a meaningful
n and coherent
picture of the
world
•
•How we see the
world around us
Elements of Perception
Sensation
Absolute threshold
Differential threshold
Subliminal perception

 The immediate and
direct response of
the sensory organs
to stimuli.

Sensation A perfectly
unchanging
environment
provides little to
no sensation at
all!
Absolute Threshold
The lowest level at which an individual can
experience a sensation is called the absolute
threshold.
The point at which a person can detect
difference b/w “something” and “nothing” is
that person’s absolute threshold for that
stimulus.
The distance at which a driver can note a
specific billboard on a highway is that
person’s absolute threshold. Two people
riding together may spot the billboard at
different times, thus they have different
Adaptation
Adaptation refers to “getting used to” certain
sensation i.e. becoming accommodated to
certain level of stimulation.
Sensory Adaptation is a problem that
concerns many national advertisers as they
are concerned that consumers will get so
used to their current ads that they will not no
longer “see” them i.e. the ads will no longer
provide sufficient sensory input to be noted.
Just Noticeable
Difference(J.N.D)
The minimal difference that can be detected
b/w two similar stimuli is called the
differential threshold or just noticeable
difference.
German scientist Ernst Webber discovered that
j.n.d. b/w two stimuli was not an absolute
amount, but an amount relative to the
intensity of first stimulus.
Weber’s Law
Stronger the initial stimulus, the greater the
additional intensity needed for the second
stimulus to be perceived as different.
For example if the price of a half litre
container of orange juice is Rs40.50, most
consumers will probably not notice an
increase of 25 paise( i.e.the increment
would fall below j.n.d.) and it may take an
increase of 50 paise or more before a
differential in price would be noticed.

Marketing Applications
of the JND
Need to determine the relevant j.n.d. for
their products
so that negative changes( e.g. reduction in
size or quality or increase in product
price) are not readily discernible to the
public i.e they remain below level of j.n.d.
so that product improvements( improved or
updated packaging, larger size, or lower
price) are very apparent to consumers i.e.
they are above the level of j.nd.
Gradual Changes
in Brand Name
Fall Below the
J . N . D.