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Master neurophysiological marketing & communication
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Module 2
Perception and Attention in a Distracted World
1
From Sensation to Perception: The Brain's Journey to Awareness
Describe the pathway of how sensory signals (e.g., sight, sound) become conscious perceptions.
2
Sensory Thresholds in Marketing
Explain the concepts of sensory thresholds (absolute and difference thresholds) and their application in marketing.
3
Processing Information: Bottom-Up vs. Top-Down Marketing
Differentiate between bottom-up and top-down processing and provide a marketing example for each.
4
Selective Attention and Marketing Message Filtering
Describe the mechanism of selective attention and its role in filtering marketing messages in a cluttered environment.
5
Sensory Adaptation: Marketers' Challenge and Opportunity
Explain the phenomenon of sensory adaptation and how marketers can overcome it.
6
Processing Fluency: The Ease-Preference Connection
Define 'processing fluency' and explain how making stimuli easy to process can increase preference.
Previous module
Foundations of the Consumer Brain
Next module
Memory and Building Brand Associations