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Schiffman cb11 Ippt04
Schiffman cb11 Ippt04
Schiffman cb11 Ippt04
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What is the
difference between
the absolute
threshold and the
differential threshold
(JND)?
Why do marketers
care about sensory
adaptation?
Experiential
Marketing
Allows customers to engage and
interact with offerings in sensory
ways in order to create emotional
bonds between consumers and
Copyright 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 32
Discussion Question
Is it effective?
Gestalt psychology
Figure and ground
Grouping
Closure
What Element of
Perceptual
Organization Is
Featured in This Ad?
Stereotyping
Triggers
Physical appearance
Descriptive terms
First impressions
Halo Effect
Product quality
Intrinsic cues
Extrinsic cues
Service quality
Price/quality relationship
Store image
Manufacturer image