Exposure, Attention, and Perception Chapter 3 Exposure, Attention, and Perception

Learning Objectives Consumers’ exposure to marketing stimuli. Characteristics of attention and sustaining consumers’ attention in products and marketing messages. The major senses of perception and how consumers’ sensory perception is affected.

Chapter Overview: Exposure, Attention, and Perception (Exhibit 3.1)

Exposure “…reflects the process by which the consumer comes into contact with a stimulus.”

Exposure Marketing stimuli Factors influencing exposure Position of an ad Product distribution Shelf placement Selective exposure Zipping Zapping Measuring exposure

Attention “…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”

Characteristics of Attention Selective Capable of being divided Limited

Focal and Nonfocal Attention Preattentive processing Hemispheric lateralization Preattentive processing, brand name liking, and choice

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

Hemispheric Lateralization (Exhibit 3.3)

Enhancing Consumer Attention by Making Stimulus Personally relevant Pleasant Surprising Easy to process

Pleasant Attractive models Music Humor

Surprising Novelty Unexpectedness Puzzles

Easy to Process Stimuli Limit amount of competing information Prominent Concrete Contrasting Limit amount of competing information

Concreteness and Abstractness (Exhibit 3.5) Concrete words Apple Bowl Cat Cottage Diamond Engine Flower Abstract words Aptitude Betrayal Chance Criterion Democracy Essence Fantasy Glory Garden Hammer Infant Lemon Meadow Mountain Ocean Hatred Ignorance Loyalty Mercy Necessity Obedience

Attention Defines customer segments Habituation

Perception “…occurs when stimuli are registered by one of our five senses: vision, hearing taste, smell, and touch.

Perceiving Through Vision Size and shape Lettering Color Color dimensions Color and physiological responses/moods Color and liking

Perceiving Through Hearing Sonic identity Sound symbolism

Perceiving Through Taste Varying perceptions of what “tastes good” Culture backgrounds In-store marketing

In-Store Marketing Tactics (Exhibit 3.7)

Perceiving Through Smell Smell and physiological response/moods Product trial Liking Buying

Perceiving Through Touch Touch and physiological responses/ moods Liking

When Do We Perceive Stimuli? Absolute thresholds Differential thresholds Just noticeable Weber’s Law Subliminal perception and consumer behavior

How Do Consumers Perceive a Stimulus? Perceptual organization Figure and ground Closure Grouping Bias for the whole