臺大消費者行為cb 07 perception(文件)
【正文】 at ad message) Interpretation (., consumer must “take in” message) 0410 4 Exposure The process by which the consumer es in physical contact with a stimulus. 0410 5 When Does Exposure Occur? Absolute Thresholds:the lowest point at which an individual can experience a sensation Differential Thresholds ? just noticeable difference (.) ? Weber’s Law: Δs/S=K Subliminal Perception 0410 6 Selective Exposure Consumers can actively seek certain stimuli and actively avoid others. Zipping（快轉(zhuǎn)） and Zapping （跳臺） Selective exposure reduces the size of audience being reached 0410 7 How Can We Increase Consumers’ Exposure? “ Roadblocking”you can run, but you can’t hide! Repetition Wide presence 0410 8 Overexposure Habituation: when a stimulus bees so familiar/ordinary that it loses its attentiongetting ability Advertising wearout
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