‘Is every piece of information about the company and its environment that reaches the user, either intentional or unintentional’
The stimulus is every interaction that a company has with a consumer. This includes its advertising, products, store personnel and website. In the case of Connex, the stimuli are the actual experience of riding the train, dealing with the Connex workers and the advertising campaigns that they have. It is these interactions that cause the consumer to decide to publish information on the company.
For example, people set up the Facebook group ‘We hate Connex’ in reaction to the stimulus of them receiving a bad service from the company. Stan Lee decided to write a blog post on the advertising of Connex/Veoilia after seeing the print advertising campaign.