1. Exposure and Attention
Consumer Behavior
Fall 2009

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

3. 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

4. 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

5. 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

6. 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

7. 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)

8. 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

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

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

11. 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

12. 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

13. 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!

14. VERTICAL HORIZONTAL ILLUSION

15. 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

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

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

18. Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae.
The rset can be a taotl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

19. 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

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

21. 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”).

22. 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

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