1. From Exposure to Comprehension
Chapter 3
From Exposure to Comprehension

2. Learning Objectives
Discuss why marketers are concerned about consumers’ exposure to marketing stimuli & what tactics they use to enhance exposure.
Explain the characteristics of attention & how marketers can try to attract & sustain consumers’ attention to products & marketing messages.
Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions.
Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products & brands.

3. Exposure, Attention, & Perception

4. Exposure-1
“…reflects the process by which the consumer comes into contact with a stimulus.”

5. Exposure-2 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
Under what conditions do you give full attention to advertising & marketing communication?

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

9. Hemispheric Lateralization

10. Hemispheric Lateralization
Left hemisphere Processing units that can be combined, e.g.,
Counting
Processing unfamiliar words
Forming sentences
Right hemisphere
Processing music
Grasping visual/spatial information
Forming inferences
Drawing conclusions
Are you right brained or left brained?

11. Enhancing Consumer Attention via Marketing Stimului
Personally relevant
Pleasant
Surprising
Easy to process

12. Pleasant Marketing Stimuli
Attractive models
Music
Humor
What are some other ways to make ads
More pleasant to consumers?

13. Surprising Novelty Unexpectedness Puzzles
What are ways to enhance suspense or surprise in advertising or marketing communications?
Is surprise a good thing in marketing communications? Why/not?

14. Easy to Process Stimuli Prominent Concrete Contrasting
Limit amount of competing information
KISS (Keep it simple…)

15. Concreteness & Abstractness
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, & touch

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

22. Perceiving through Smell
Smell & physiological response/moods
Product trial
Liking
Buying

23. Perceiving through Touch
Haptic means touch
Touch & physiological responses/ moods
Liking

24. Consumers Stimuli Perception
Absolute thresholds
Differential thresholds
Just noticeable
Weber’s Law
Subliminal perception & consumer behavior

25. How Consumers Perceive Marketing Stimuli
Perceptual organization
Figure & ground
Closure
Grouping
Bias for the whole

26. This Clorox ad attracts consumers’ attention because of its unexpectedness. One does not expect to see a shirt pouring bleach on itself.
© The Clorox Company. Reprinted with permission. Photo: Giblin + James

27. This Wishbone Bountiful ad is easy for consumers 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.
WISH-BONE and BOUNTIFULS are trademarks of Unilever. Used with permission.

28. Questions?