Exposure and Attention Consumer Behavior Fall 2009

Exposure, Attention and Perception MAO Exposure Attention Perception Cognition ? Affect (Name all of the ads you saw today…this week…)

Exposure Marketers must select the correct media The process by which the consumer comes into physical contact with a stimulus – we have the possibility of noticing the information Marketers must select the correct media Internet TV Radio Newspaper Magazine Other

Enhancing Exposure Positioning within a medium After certain articles Beginning or end of commercial break Waist to Eye level products End-displays During certain TV events

Attention The extent to which processing activity is devoted to a particular stimulus Competition for our attention 3,500 ad info pieces per day Marketers need to break through the clutter Orkin cockroach commercials http://www.youtube.com/watch?v=kaVCz18s06s&eurl=http://www.splendad.com/ads/show/758-Orkin-Fake-Out

Attention Unexpected things get our attention – what other things get our attention? Size Color Position Novelty (surprising, unexpected) Loud In general: stimuli that contrast with what’s around them

Some ads we might pay more attention to than others. Why Some ads we might pay more attention to than others. Why? (Example of color)

Vs. Example of using color to create distinct product identity - Dewalt tools are colored yellow instead of black, which makes them stand out against other “dull” tools

Attention Increased Knowledge Attention Positive Affect We want creativity to gain attention, but….can too much creativity backfire?

Hemispheric Lateralization Left Visual Field Right Visual Field Left Hemisphere -Numbers -Words Right Hemisphere -Music -Pictures

What is Perception? Process of developing an interpretation of a stimulus  Deciding what a stimulus means How we select, organize and interpret (abstract) data How we view the world

Methods of Perception Vision – size and color Hearing – Muzak as a stimulus Taste –clear individual and cultural differences, subjective Smell – Smells affect moods, can be a mktg tool (e.g., Cinnabon) Touch - can stimulate or relax customers; people want to touch products before they buy

Vision: Color Color may influence our emotions: Arousal: Red Blue: Relaxing Reactions to color determined culturally Color of mourning Color can be symbolic Color can be copyrighted!

VERTICAL HORIZONTAL ILLUSION

VERTICAL HORIZONTAL ILLUSION Vision: Size We tend to eat more: When food container is larger When we see assortment of foods We focus on height rather than width VERTICAL HORIZONTAL ILLUSION

Perception is Constructed Reality Reality IS Perception Want to change Reality? – be an engineer Want to change Perception? – be a marketer

Perception is crucial in CB because: What customers perceive is what affects their actions What is perceived is not necessarily what is "true"

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When do we notice a difference? The stimuli must be at such a level that we can detect them JND – can we notice the difference? Weber’s Law Sometimes we want consumers to notice, other times we do not want them to notice the change

Why do marketers use JND? Can we tell difference? Down sizing Ingredient changes Brand Names Prices

Summary: Perception What we see, to a large extent, is determined by what we expect to see We will see patterns where there are none, we will interpret patterns to fit out personal beliefs and ideas Marketers (and savvy consumers) need to be aware that everything depends on perception (not what is “real”).

Marketing Implications We need to link MAO and EAP Make stimuli personally relevant Make stimuli pleasant – music, humor Make it surprising Make it easy to process Habituation – if too familiar, lose attention-getting ability 22 22

Marketers must remember – Takeaway Marketers must remember – Perception is reality