A billboard is positioned correctly beside a busy highway. However, the merchant who purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 100+ km/h on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
A) the differential threshold
B) the absolute threshold
C) the intensity threshold
D) the relative threshold

Question

Quizplus · Accepted Answer

The absolute threshold refers to the minimum level of stimulus intensity needed for a stimulus to be perceived. In this case, the text size on the billboard is too small to be detected by motorists driving at high speeds, making the absolute threshold the most appropriate concept to explain why the advertisement is not effective.

A Billboard Is Positioned Correctly Beside a Busy Highway