Exposure
• Coming into contact
with a stimulus
• Some factors
influencing exposure
– Ad placement
– Shelf placement of
items
MKT 450
• Selective exposure—
limiting exposure—
e.g.,
– “Do not call” lists
– Ad blocking software
– Skipping through ads
• Zipping: Fast forward
through pre-recorded
ads
• Zapping: Channel
surfing during ads
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
2
Responding to Consumer Ad
Avoidance
• Control measures
– On-line ad clickthroughs—must find
“X” to close the ad
– Disabled fast
forwarding feature
– Short ad must be
watched to see
content
• Alternatives
– Op-in
– Advertising at places
of boredom (e.g., on
public transportation
and airline baggage
claim areas)
• Variation: “Can skip ad
in __ seconds.”
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
3
Characteristics of Attention
• Limited—cannot give
priority to all that is
ongoing
– Information overload
• Selective
– Some stimuli are given
priority based on
• Can be divided
– Some potential for
multi-tasking
– Excessive distractions
can cause problems
(e.g., cell phones and
driving)
• Interest/relevance
• Situation
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
4
Focal vs. non-focal
• Focal
• Non-focal
– Stimuli chosen for
attention
MKT 450
– May involve
unconscious
(preattentive)
processing
– May have impact on
brand choice and
affect
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
5
Enhancing Attention
• Personal relevance
• Pleasantness of
stimuli
– Attractive models
– Music
– Humor (subject to
certain caveats)
• May get the consumer
to focus on the
advertisement but not
the product
MKT 450
• Novelty
• Unexpectedness/
surprise
• Puzzles
• Prominent stimuli
(contrast)
• Concrete stimuli
• Minimum competing
stimuli
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
6
Habituation
• Details may be ignored
as their presence is
experienced more
routinely
• May need to vary
and/or change
– Packaging
– Advertising
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
7
Perception
• Process of
determining qualities
of a stimulus based
on five senses:
–
–
–
–
–
MKT 450
Vision
Hearing
Taste
Smell
Touch
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
8
Perceiving Through Vision
• Size and shape
• Lettering
• Image location on
page
• Color
– Judgment of stimulus
– Mood
– Liking
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
9
Perceiving Through Hearing and
Taste
• Hearing
• Taste
– Sounds associated
with brands
– Difficult to tune out
MKT 450
– Evolutionary
preferences
– Individual variations
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
10
Perceiving Through Smell
• Strong emotional link
• High sensory priority
• Impact on people
–
–
–
–
MKT 450
Aroma therapy
Liking
Trial
Purchasing
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
11
Sensory Thresholds
• Absolute thresholds
• Differential thresholds
– “Just noticeable
difference” (JND)
• “Down-sizing” of
products
MKT 450
• Subliminal messages
– Generally cannot pick
up on more than one
or two syllables
– Logos may influence
affect
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
12
Perception of Stimuli
• Perceptual
organization (making
sense of disparate
stimuli as a whole)
• Figure and ground
• Grouping
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
13
Comprehension
• Source identification
– Determining what is
perceived
– May involve
categorization
• Objective
comprehension: Is
meaning taken away
consistent with actual
statement?
MKT 450
• Subjective
comprehension:
Additional meaning
and inferences
• Miscomprehension
• Cultural impact: High
vs. low context
cultures
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
14
Consumer Inferences
• From brand names
and symbols
– Numbers in brand
names
• From product features
and packaging
• From price
• From retail setting
MKT 450
EXPOSURE, ATTENTION, AND COMPREHENSION
Lars Perner, Instructor
15