Chapter 3 Exposure Attention and Perception Copyright Cengage

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

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. Copyright © Cengage Learning. All rights reserved. 3|2

Chapter Overview: Exposure, Attention, and Perception (Exhibit 3. 1) Copyright © Cengage Learning. All rights reserved. 3|3

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

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

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

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

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

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 Copyright © Cengage Learning. All rights reserved. 3|9

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

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

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

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

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

Concreteness and Abstractness (Exhibit 3. 5) • Concrete words – – – – Apple Bowl Cat Cottage Diamond Engine Flower – – – – Garden Hammer Infant Lemon Meadow Mountain Ocean Copyright © Cengage Learning. All rights reserved. • Abstract words – – – – Aptitude Betrayal Chance Criterion Democracy Essence Fantasy Glory – – – Hatred Ignorance Loyalty Mercy Necessity Obedience 3 | 15

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

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

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

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

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

In-Store Marketing Tactics (Exhibit 3. 7) Copyright © Cengage Learning. All rights reserved. 3 | 21

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

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

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

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