Consumer Behaviour,
Second Edition
Martin Evans,
Ahmad Jamal
Gordon Foxall
Cardiff Business School
ISBN:978-0-470-99465-8
Chapter 2
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Chapter 2
Consumer Responses to
Marketing Actions: 1
Exposure, Attention, Perception
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Chapter Objectives
• Integrate the application of concepts from
psychology within the first stages of a model of
how consumers respond to marketing activity
• Explain why consumer exposure to marketing is
selective and suggest ways for marketers to
overcome this
• Examine ways of creating favourable conditions
for consumers to attend to the marketing
message/offering
• Apply some of the principles of the psychology of
perception to increase the likelihood that
consumers will interpret the message/offering in
the intended manner
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Sequential Model of
Marketing
Post purchase
Action
Attitude
Learning
Perception
Attention
Exposure
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Sequential Models of
Marketing
Attention
Interest
Desire
Action
AIDA
Tosdal, 1925
St. Elmo Lewis circa 1990
This one, by Lavidge and Steiner (1961):
Awareness-knowledge-linking-preference-conviction-purchase
Referred to as ‘hierarchy of effects’ models by Palda (1968)
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Exposure
“… reflects the process by which the consumer comes
into contact with a stimulus” (Hoyer & MacInnis, 2008)
* Marketing stimuli
* Factors influencing exposure
Position of an ad
Product distribution
Shelf placement
*Selective exposure
Zipping
Zapping
*Measuring exposure
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TGI
Example: Bottled Lager
1. Do you ever drink it either in home (your own or
someone else’s) or elsewhere?
Yes
No
No. of Users
Penetration
2. How many half pint bottles have you drunk?
In-home Elsewhere
10 or more in last WEEK…………
7,8 or 9 in last WEEK……………….
5 or 6 in last WEEK……………….
3 or 4 in last WEEK……………….
1 or 2 in last WEEK………..
1 or more in last MONTH…………….
None in last MONTH…………….
3.
Which brands do you drink?
Most Often Others
Amstel…………………………………
Becks………………………….
Budweiser Budvar…………………………
Carling……………………….
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Types of Users
Heavy
Medium
Light
No. of Users
Brand Loyalty
Brand Repertoire
Solus Users
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TGI for Media Decisions
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TGI for Media Decisions
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Exposure: BARB Panel Data
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http://www.barb.co.uk
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BARB – TV Advertising
Consumer Panels
Profile of household watching different
channel/programmes and ads, and when
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Attention
“…the process by which we devote mental
activity to a stimulus…necessary for
information to be processed…activate our
senses.” (Hoyer & MacInnis, 2008)
UK: 2000 marketing messages per day, 5%
noticed
Message qualities to increase attention: Novelty,
colour, movement, participant, easy to
process
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Attention: Movement
•
Movement
E.g., film ads, video in mail shots, even stimulating
movement in static ads
BMW: The simulation of movement in print
advertising to attract attention:
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Source: BMW. Image Courtesy of The Advertising Archives
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Attention: Novelty
•
Two cars glued to a poster, this was advertising
Araldite glue, not Ford
Source: Huntsman LLC.
Image Courtesy of the
Advertising Archives
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Attention: Novelty
Schema discrepancy:
When the contents of a marketing communication message are
different from generally expected beliefs, attitudes and/or
behaviours, then they are likely to be perceived as incongruent,
followed by feelings of surprise.
Alden et al. (2000): TV advertisement may first depict a
generally familiar situation to consumers (e.g. people drinking
beer in a pub) and then show an unusual event (such as the
slamming of the door by a stranger). This increases the effect of
incongruity on surprise and thereby gains consumer attention.
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Attention: Novelty &
Size
For more, see: http://www.russellsigns.co.uk/
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Attention: Novelty &
Interaction
For more, see: http://www.russellsigns.co.uk/
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Attention: Novelty
•
Ambiguous/participation: the message needs
some (however small) mental effort to solve the
puzzle
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Attention: Novelty
•
Holographic projection – window and in-store
displays can grab attention
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Attention: Novelty
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
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Attention: Colour
Warm colours – reds/yellows, advance toward us &
enlarge the item/message
Even Virgin’s in-house guide starts with the statement
‘Red is the lifeblood of our look’
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Interactive Digital Media
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Attention: Participation
1st Interactive poster in UK: Pretty
Polly Bus Shelters: imagine 14 yr old
lads on a Friday night & this…
© Miles Calcraft Briginshaw Duffy & Pretty Polly.
Reproduced with permissio
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Attention: Easy to Process
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.
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WISH-BONE and BOUNTIFULS are trademarks of Unilever. Used
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with permission.
Attention Generates Perception
occurs when stimuli are registered by one
of our five senses: vision, hearing, taste,
smell, and touch.
Perceiving
Through:
Illustration
Vision
Use of colour/product/logo designs is important
Sound
Music soundtracks to TV advertisements can affect how the advertising
message itself is interpreted; Use of fast music in-store to speed up the
momentum of shopping; Pleasant music likely to arouse positive
emotions.
Touch
Not well researched, but North Europeans not as tactile as South
Europeans (important for face to face sales); Consumers like to touch
fabrics (fabric swatches in fashion catalogues) and this can create
problems for on-line marketers
Taste
Blind tests show importance of brand image
Smell
Aroma (synthetic or real) of bread baking in store to suggest the bread is
really fresh; Palm trees in travel agents to conjure up nostalgic memories
of holidays in warm climates
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Five Senses Ice Cream
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Reproduced by permission of Unilever UK
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References
Parsons & Conroy (2006) Sensory Stimuli and E-tailers,
Journal of Consumer Behaviour 5.1
Attention:
www.russellsigns.co.uk/
Gestalt perception:
http://www.cultsock.ndirect.co.uk/MUHome/cshtml/perception/
percep4.html
Colour in marketing:
http://www.web-designuk.biz/web_design/psychology_color_marketing.htm
http://www.infoplease.com/spot/colors1.html
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References
Subliminal perception:
http://www.arts.uwaterloo.ca/~pmerikle/papers/SubliminalPerc
eption.html
http://www.csicop.org/si/9204/subliminal-perception.html
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