1. Exposure, Attention, and Perception
Chapter 3
Exposure, Attention, and Perception

2. Learning Objectives 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 3.1)

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

7. Characteristics of Attention
Selective
Capable of being divided
Limited

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

9. 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

10. Hemispheric Lateralization (Exhibit 3.3)

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

12. Pleasant
Attractive models
Music
Humor

13. Surprising
Novelty
Unexpectedness
Puzzles

14. Easy to Process Stimuli Limit amount of competing information
Prominent
Concrete
Contrasting
Limit amount of competing information

15. Concreteness and Abstractness (Exhibit 3.5)
Concrete words
Apple
Bowl
Cat
Cottage
Diamond
Engine
Flower
Abstract words
Aptitude
Betrayal
Chance
Criterion
Democracy
Essence
Fantasy
Glory
Garden
Hammer
Infant
Lemon
Meadow
Mountain
Ocean
Hatred
Ignorance
Loyalty
Mercy
Necessity
Obedience

16. Attention
Defines customer segments
Habituation

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

18. Perceiving Through Vision
Size and shape
Lettering
Color
Color dimensions
Color and physiological responses/moods
Color and liking

19. Perceiving Through Hearing
Sonic identity
Sound symbolism

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

21. In-Store Marketing Tactics (Exhibit 3.7)

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

23. Perceiving Through Touch
Touch and physiological responses/ moods
Liking

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

25. How Do Consumers Perceive a Stimulus?
Perceptual organization
Figure and ground
Closure
Grouping
Bias for the whole