1 / 30

Chapter Four

Chapter Four. Exposure, Attention, and Perception. 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.

orenda
Download Presentation

Chapter Four

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter Four Exposure, Attention, and Perception

  2. 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

  3. Chapter Overview: Exposure, Attention, and Perception(Exhibit 4.2)

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

  5. Exposure • Marketing stimuli • Factors influencing exposure • Position of an ad • Product distribution • Shelf placement • Selective exposure • Zipping • Zapping • Measuring exposure

  6. Media Exposure- U.S. Advertising Expense (2002 and 2003) Figures in $Millions Source: 2004- Facts About Newspapers, http://www.naa.org/info/facts04/expenditures-allmedia.html

  7. 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

  8. Attention “…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”

  9. Characteristics of Attention • Selective • Capable of being divided • Limited

  10. Focal and Nonfocal Attention • Preattentive processing • Hemispheric lateralization • Preattentive processing, brand name liking, and choice

  11. 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

  12. Hemispheric Lateralization

  13. 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

  14. Enhancing Consumer Attention by Making Stimulus • Personally relevant • Pleasant • Surprising • Easy to process

  15. Pleasant • Attractive models • Music • Humor

  16. Surprising • Novelty • Unexpectedness • Puzzle

  17. Easy to Process • Stimuli • Prominent • Concrete • Contrasting • Amount of competing information

  18. Concreteness and Abstractness(Exhibit 4.6)

  19. Attention • Defines customer segments • Habituation

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

  21. Perceiving Through Vision • Size and shape • Color • Color dimensions • Color and physiological responses/moods • Color and liking

  22. Perceiving Through Hearing • Sonic identity • Sound symbolism

  23. Perceiving Through Taste • Varying perceptions of what “tastes good” • Culture backgrounds • In-store marketing

  24. In-Store Marketing Tactics

  25. $ 0 . 8 5 P o i n t - o f - P u r c h a s e R e t a i l $ 1 . 0 0 M e r c h a n d i s i n g I n - S t o r e S e r v i c e s $ 1 6 . 6 0 In Billions 2004 = $18.5 Billion U.S. Brands In-Store Marketing Expenditures (2004) Source: Promo, Apr. 1, 2005, http://promomagazine.com/Comarketingforretail/marketing_tuning_shelf

  26. Perceiving Through Smell • Smell and physiological response/moods • Product trial • Liking • Buying

  27. Perceiving Through Touch • Touch and physiological responses/moods • Liking

  28. When Do We Perceive Stimuli? • Absolute thresholds • Differential thresholds • Just noticeable • Weber’s Law • Subliminal perception and consumer behavior

  29. How Do Consumers Perceive a Stimulus? • Perceptual organization • Figure and ground • Closure • Grouping

  30. D Intensity k = Base Intensity D Intensity .02 = = .32 16 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)

More Related