A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains 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 60+ mph 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 intensity threshold
B) the differential threshold
C) the absolute 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, meaning it falls below the absolute threshold for visibility at that distance and speed.

A Billboard Is Positioned Beside a Busy Highway