It

is the process of selecting , organizing and interpreting or attaching meaning to events happening in environment.

 Sensation
Absoulte Just

threshold

Noticeable Difference

It is governed by the five senses: sight, smell, sound, touch, and taste It is the immediate and direct response of the sensory organs to stimuli.

 The

point at which an individual senses a difference between something and nothing is referred to as the Absoulte threshold.
the conditions of constant stimulation, the consumer gets so much exposed to an particular message about certain brands that he/she no longer wishes to see such ads.

Under

 It

is the minimal difference that can be detected between two similar stimuli.
of JND in marketing ;1. Negative changes are not readily discernible to the public. 2. product improvements are very apparent to consumers.

Application

 Intensity

and size

 Position

 Novelty

 Contrast

 Selective

attention

 Selective

Exposure

 Purple

:- Evokes sophistication, spirituality, costliness, royalty and mystery.

 Red

:- Evokes excitement, passion, strength and vitality. In marketing it means hot and strong and it is associated with strength.

 Orange

:- fun, cheeriness and warm. Orange colour is excellent for conveying certain powerful and affordable things.

DEFINITION: Can

be defined as the process by which persons acquires the purchase and consumption knowledge and experience that they apply to future behavior.

Intentional

learning acquired as a result of a careful search for information

Incidental

-- learning acquired by accident or without much effort

Drive/motivation
Cues Response Reinforcement

Also known as Stimulus Response Theory.

Concerned with inputs and outcomes of learning, not the process TWO TYPES:classical conditioning operant (instrumental) conditioning

 Involved

building automatic response to stimuli Its Strategic applications Three basic concept derived Repetition Stimulus generalization Stimulus discrimination

Stimulus generalization
Product
Family

Line extensions

Branding

 There

is a link between a stimulus and a response.

occurs through trial and error method.

Learning

You eat a cake (behavior) ----> good taste (reward) ----> more likely to eat cake on another occasion

SKINNER identified two events those in which reward is given; and those in which something bad is removed.
Positive

reinforcement reinforcement

Negative

 Behavior

which is not reinforced tends to become extinct gradually

Application of Instrumental Learning

Customer

Satisfaction
Marketing

Relationship

Learning in which individual learns by observing the behavior of others.