Absolute Threshold: The moisturizing component of dove is the absolute threshold attribute that

differentiate dove from other brands. As according to our survey 62.2% of the respondents chose
moisturizing component as the absolute threshold attribute.

Differential threshold- N/A

Subliminal Perception- DOVE has a bird in its logo which creates a perception in the minds of the
consumer that the products are soft and gentle.

Perceptual selection-

1. Nature of stimuli-
2. Consumer past experiences
3. Motive

Moisturizing effect of Dove acts is a stimulus for the customers in buying the product. As 51.4% of
the respondents agrees that dove fulfills its claim of having moisturizing effects.

The data depicts that 83.8% of the respondents would love to buy the Dove products again.

According to the survey overall nourishment is the most dominating factor which motivates the
consumers to buy Dove. As 56.8% participants responded in the favor.

43.2% of the respondents finds the advertisements of Dove influential and hence can be considered
a motivating factor.

Selective Exposure: In case of Dove such thing is not applicable.

Selective Attention: Dove is a skin care brand which caters all the needs of consumer relative to skin
and hair nourishment as well as their ads also signifies the same.

Perceptual Organization (Gestalt Psychology): When we consider dove, the figure part is the
nourishing property of the product and “real beauty” is the ground part of the Gestalt Psychology.

 Grouping: Skin Care, overall nourishment and moisturization are the factors of dove, when
they are grouped together, they lead to real beauty.
 Closure: Dove ads are influential, by showing the before using and after using effects to the
consumer.

Interpretation Cues

 Intrinsic Cues: The fragrance, smooth and soft texture of the soap compares it with the
texture of milk.
 Extrinsic Cues: The packaging of the product is premium and attractive.

Stereotyping: According to our survey, 51.4% of the respondents say that Dove doesn’t promote any
stereotyping.

Perceived Value & Perceived Quality: According to the survey, the value that the product is proposing is
perceived by the customers and that is why 83.3% consumers want to continue dove as their product.
Price – Quality Relationship: According to our survey, price of the product doesn’t play any role in
deciding the quality of product.

Brand Image: According to our survey, when it comes to skin nourishment the majority (56.8%) of the
consider dove as a skin care brand.

Risk Perception:

The risks that can be associated with dove are physical risk, financial risk and functional risk. The data of
our survey depicts that 29.7 % of the respondents feels a sense of security in buying dove products. So,
the risks associated with it is negligible.

ATTITUDE

ATTITUDE FORMATION:

Personal source and experience: People prefer to buy dove products after their they are satisfied by
their previous experience of using it.

Consistency with behavior: The data predicts that 83.8% of the respondents are ready to buy the dove
products again which depicts that the product is performing well according to the expectation.

TRI-COMPONENT MODEL:

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MULTI ATTRIBUTE MODEL: