Chapter 3 From Exposure to Comprehension Learning Objectives

Chapter 3 From Exposure to Comprehension

Learning Objectives Discuss why marketers are concerned about consumers’ exposure to marketing stimuli & what tactics they use to enhance exposure. Explain the characteristics of attention & how marketers can try to attract & sustain consumers’ attention to products & marketing messages. Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions. Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products & brands.

Exposure, Attention, & Perception

Exposure-1 “…reflects the process by which the consumer comes into contact with a stimulus. ”

Exposure-2 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 Under what conditions do you give full attention to advertising & marketing communication?

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

Hemispheric Lateralization

Hemispheric Lateralization Left hemisphere Processing units that can be combined, e. g. , ü Counting ü Processing unfamiliar words ü Forming sentences Right hemisphere ü Processing music ü Grasping visual/spatial information ü Forming inferences ü Drawing conclusions Are you right brained or left brained?

Enhancing Consumer Attention via Marketing Stimului Personally relevant Pleasant Surprising Easy to process

Pleasant Marketing Stimuli Attractive models Music Humor What are some other ways to make ads More pleasant to consumers?

Surprising Novelty Unexpectedness Puzzles What are ways to enhance suspense or surprise in advertising or marketing communications? Is surprise a good thing in marketing communications? Why/not?

Easy to Process Stimuli – Prominent – Concrete – Contrasting Limit amount of competing information KISS (Keep it simple…)

Concreteness & Abstractness 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

Attention Defines customer segments Habituation

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

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

Perceiving through Smell & physiological response/moods Product trial Liking Buying

Perceiving through Touch Haptic means touch Touch & physiological responses/ moods Liking

Consumers Stimuli Perception Absolute thresholds Differential thresholds – Just noticeable – Weber’s Law Subliminal perception & consumer behavior

How Consumers Perceive Marketing Stimuli Perceptual organization Figure & ground Closure Grouping Bias for the whole

This Clorox ad attracts consumers’ attention because of its unexpectedness. One does not expect to see a shirt pouring bleach on itself. © 2008 The Clorox Company. Reprinted with permission. Photo: Giblin + James

This Wishbone Bountiful ad is easy for consumers to process. It demonstrates the vegetables loaded into the salad dressing visually (concretely) and with little competing information. WISH-BONE and BOUNTIFULS are trademarks of Unilever. Used with permission.

Questions?