Chapter Four
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Transcript of Chapter Four
Exposure, Attention, and Perception
Chapter Four
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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
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Chapter Overview: Exposure, Attention, and Perception (Exhibit 4.2)
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Exposure
“…reflects the process by which the consumer comes into contact with a stimulus.”
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Exposure
• Marketing stimuli• Factors influencing
exposure– Position of an ad– Product distribution– Shelf placement
• Selective exposure– Zipping– Zapping
• Measuring exposure
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Media Exposure- U.S. Advertising Expense (2002 and 2003)
Source: 2004- Facts About Newspapers, http://www.naa.org/info/facts04/expenditures-allmedia.html
Figures in $Millions
$0 $10,000 $20,000 $30,000 $40,000 $50,000
Newspaper
Magazine
Broadcast TV
Cable TV
Radio
Direct Mail
Yellow Pages
2002
2003
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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
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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.”
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Characteristics of Attention
• Selective
• Capable of being divided
• Limited
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Focal and Nonfocal Attention
• Preattentive processing
• Hemispheric lateralization
• Preattentive processing, brand name liking, and choice
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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
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Hemispheric Lateralization
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Gender-BasedHemispheric 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
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Enhancing Consumer Attention by Making Stimulus
• Personally relevant
• Pleasant
• Surprising
• Easy to process
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Pleasant
• Attractive models
• Music
• Humor
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Surprising
• Novelty
• Unexpectedness
• Puzzle
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Easy to Process
• Stimuli– Prominent– Concrete– Contrasting
• Amount of competing information
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Concreteness and Abstractness(Exhibit 4.6)
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Attention
• Defines customer segments
• Habituation
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Perception
“…occurs when stimuli are registered by one of our five senses: vision, hearing taste, smell,
and touch.
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Perceiving Through Vision
• Size and shape
• Color
• Color dimensions
• Color and physiological
responses/moods
• Color and liking
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Perceiving Through Hearing
• Sonic identity
• Sound symbolism
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Perceiving Through Taste
• Varying perceptions of what “tastes good”
• Culture backgrounds
• In-store marketing
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In-Store Marketing Tactics
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U.S. Brands In-Store Marketing Expenditures (2004)
Source: Promo, Apr. 1, 2005, http://promomagazine.com/Comarketingforretail/marketing_tuning_shelf
$16.60
$1.00
$0.85 Point-of-Purchase
RetailMerchandising
In-Store Services
In BillionsIn Billions
2004 = $18.5 2004 = $18.5 BillionBillion
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Perceiving Through Smell
• Smell and physiological response/moods
• Product trial
• Liking
• Buying
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Perceiving Through Touch
• Touch and physiological
responses/moods
• Liking
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When Do We Perceive Stimuli?
• Absolute thresholds
• Differential thresholds
– Just noticeable
– Weber’s Law
• Subliminal perception
and consumer behavior
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How Do Consumers Perceive a Stimulus?
• Perceptual
organization
• Figure and ground
• Closure
• Grouping
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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)
Intensityk = Base Intensity
D Intensity.02 = = .32
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