Questions on Consumer Perception 1. How does sensory adaptation affect advertisi
ID: 388870 • Letter: Q
Question
Questions on Consumer Perception
1. How does sensory adaptation affect advertising effectiveness? How can marketers overcome sensory adaptation?
2. Discuss the difference between the absolute threshold and the differential threshold. Which one is more important to marketers? Explain you choice.
3. For each of these products - chocolate bars and bottles of expensive perfume - describe how marketers can apply their knowlodge of the differential threshold to packageing, pricing, and promotional claims during periods of:
(a) rising ingredient and material cost
&
(b) increasing competition.
4. Does subliminal advertising work? Support your view
Explanation / Answer
It is because of the phenomenon of sensory adaptation, that the advertisers need to come up with innovative ads for the products and services from time to time. Otherwise the effectiveness of such ads decreases considerably and people do not pay much heed to them.
The marketers need to promote innovative sensory inputs to overcome the phenomenon of sensory adaptation. This can be done by:
2. The difference between absolute threshold and differential threshold :
In my views, the differential threshold is more important to the marketers as it helps them to strategically place their product or service in a way that an individual can consider it better than the competing products or services.
3. A) In case of rising ingredient and material cost, the marketer needs to focus on differential threshold of its product so that the slight increase in price of product will not have much impact on the consumer’s preference and inclination.
B) In case when the competition in market increases, the marketer must aim at highlighting the differential value that his products or services provide to the consumer. The differential value will help winning the consumers over the competition.
4. Subliminal advertising is basically manipulating the mind and thought process of the consumers and catching their attention at times when they are not consciously aware about it. Through subliminal advertising, the marketers conduct product promotion and placement in form of hidden messages. It has been proved scientifically that subliminal advertising does have an impact on sub-conscious mind of consumers. Specially the consumers have shown an inclination towards negative ideas shown in the form of subliminal advertising. For example: In a test, it was proved that “Kill your speed” sign had a greater impact on the drivers on the road than “Slow down” sign.
https://www.bbc.com/news/magazine-30878843
https://www.telegraph.co.uk/news/science/science-news/6232801/Subliminal-advertising-really-does-work-claim-scientists.html
https://magicaroundus.wordpress.com/sensory-adaptation-advertisements/
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