Exposure, Attention, and Perception Chapter Four Exposure, Attention, and Perception

Key Concepts 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 4.2)

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

Media Exposure- U.S. Advertising Expense (2002 and 2003) Figures in $Millions Source: 2004- Facts About Newspapers, http://www.naa.org/info/facts04/expenditures-allmedia.html

Shelf Placement and Manufacturers “Manufacturers should be ready to meet the store's criteria for placement (marketing campaign, slotting fees), have adequate personnel to cover sales and demos at each store, and be prepared to give an informed, effective presentation as to how their product will increase product category sales.” -State of Colorado Dept. of Agriculture Source: State of Colorado Department of Agriculture, ,http://www.ag.state.co.us/mkt/fgtp/chapter3.html

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

Gender-Based Hemispheric Lateralization The gender difference in marketing messages, “…is manifested in men preferring advertising messages that feature competition and show dominance and in women preferring messages that show importance to self as well as others .” Source: “Exploring the Origins and Information Processing Differences Between Men and Women: Implications for Advertisers”, Academy of Marketing Science Review, 2001, http://www.findarticles.com/p/articles/mi_qa3896/is_200101/ai_n8945616

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

Pleasant Attractive models Music Humor

Surprising Novelty Unexpectedness Puzzle

Easy to Process Stimuli Prominent Concrete Contrasting Amount of competing information

Concreteness and Abstractness (Exhibit 4.6)

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 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

U.S. Brands In-Store Marketing Expenditures (2004) $ 1 6 . 8 5 P o i n t - f u r c h a s e R l M d g I S v In Billions 2004 = $18.5 Billion Source: Promo, Apr. 1, 2005, http://promomagazine.com/Comarketingforretail/marketing_tuning_shelf

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

Perceptual Thresholds Absolute threshold (limen): The lowest level of stimulation at which you can detect a difference between “something” and “nothing.” Differential threshold Just noticeable difference (j.n.d.): stimulation change required to result in detection of a change. This is usually a constant proportion (k) of the baseline intensity of the stimulus. k differs from modality to modality (e.g., the k for weight or kinesthesis is .02) D Intensity k = Base Intensity .02 = = .32 16