Marketers are interested in consumer perceptions of brands, packaging, product formulations, labeling and pricing. Of special interest is the "threshold of perception" (also known as the "just noticeable difference") in a stimulus. For example, how much should a marketer lower a price before consumers recognize it as a bargain? In addition, marketers planning to enter global markets need to be aware of cultural differences in perception. For example, westerners associate the color white with purity, cleanliness and hygiene, but in eastern countries white is often associated with mourning and death. Accordingly, white packaging would be an inappropriate color choice for food labels on products to be marketed in Asia.