Copyright © Cengage Learning. All rights reserved.3 | 1 Chapter 3 Exposure, Attention, and Perception

3 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.Consumers’ exposure to marketing stimuli. 2.Characteristics of attention and sustaining consumers’ attention in products and marketing messages. 3.The major senses of perception and how consumers’ sensory perception is affected.

3 | 3 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Exposure, Attention, and Perception (Exhibit 3.1)

3 | 4 Copyright © Cengage Learning. All rights reserved. Exposure “…reflects the process by which the consumer comes into contact with a stimulus.”

3 | 5 Copyright © Cengage Learning. All rights reserved. Exposure Marketing stimuli Factors influencing exposure –Position of an ad –Product distribution –Shelf placement Selective exposure –Zipping –Zapping Measuring exposure

3 | 6 Copyright © Cengage Learning. All rights reserved. Attention “…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”

3 | 7 Copyright © Cengage Learning. All rights reserved. Characteristics of Attention Selective Capable of being divided Limited

3 | 8 Copyright © Cengage Learning. All rights reserved. Focal and Nonfocal Attention Preattentive processing Hemispheric lateralization Preattentive processing, brand name liking, and choice

3 | 9 Copyright © Cengage Learning. All rights reserved. Hemispheric Lateralization Right hemisphere –Processing music –Grasping visual/spatial information –Forming inferences –Drawing conclusions Left hemisphere— Processing units that can be combined, e.g., –Counting –Processing unfamiliar words –Forming sentences

3 | 10 Copyright © Cengage Learning. All rights reserved. Hemispheric Lateralization (Exhibit 3.3)

3 | 11 Copyright © Cengage Learning. All rights reserved. Enhancing Consumer Attention by Making Stimulus Personally relevant Pleasant Surprising Easy to process

3 | 12 Copyright © Cengage Learning. All rights reserved. Pleasant Attractive models Music Humor

3 | 13 Copyright © Cengage Learning. All rights reserved. Surprising Novelty Unexpectedness Puzzles

3 | 14 Copyright © Cengage Learning. All rights reserved. Easy to Process Stimuli –Prominent –Concrete –Contrasting Limit amount of competing information

3 | 15 Copyright © Cengage Learning. All rights reserved. Concreteness and Abstractness (Exhibit 3.5) Concrete words –Apple –Bowl –Cat –Cottage –Diamond –Engine –Flower –Garden –Hammer –Infant –Lemon –Meadow –Mountain –Ocean Abstract words –Aptitude –Betrayal –Chance –Criterion –Democracy –Essence –Fantasy –Glory –Hatred –Ignorance –Loyalty –Mercy –Necessity –Obedience

3 | 16 Copyright © Cengage Learning. All rights reserved. Attention Defines customer segments Habituation

3 | 17 Copyright © Cengage Learning. All rights reserved. Perception “…occurs when stimuli are registered by one of our five senses: vision, hearing taste, smell, and touch.

3 | 18 Copyright © Cengage Learning. All rights reserved. Perceiving Through Vision Size and shape Lettering Color Color dimensions Color and physiological responses/moods Color and liking

3 | 19 Copyright © Cengage Learning. All rights reserved. Perceiving Through Hearing Sonic identity Sound symbolism

3 | 20 Copyright © Cengage Learning. All rights reserved. Perceiving Through Taste Varying perceptions of what “tastes good” Culture backgrounds In-store marketing

3 | 21 Copyright © Cengage Learning. All rights reserved. In-Store Marketing Tactics (Exhibit 3.7)

3 | 22 Copyright © Cengage Learning. All rights reserved. Perceiving Through Smell Smell and physiological response/moods Product trial Liking Buying

3 | 23 Copyright © Cengage Learning. All rights reserved. Perceiving Through Touch Touch and physiological responses/ moods Liking

3 | 24 Copyright © Cengage Learning. All rights reserved. When Do We Perceive Stimuli? Absolute thresholds Differential thresholds –Just noticeable –Weber’s Law Subliminal perception and consumer behavior

3 | 25 Copyright © Cengage Learning. All rights reserved. How Do Consumers Perceive a Stimulus? Perceptual organization Figure and ground Closure Grouping Bias for the whole