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Consumer Exposure and Attention Factors

This document discusses factors that influence a consumer's exposure to and attention toward marketing stimuli. It covers: 1) Exposure is the process by which consumers come into contact with stimuli through marketing or other sources. Attention is limited and selective. 2) Factors like ad placement and product shelf placement influence exposure. Consumers also selectively seek out or avoid certain stimuli. 3) Attention involves the mental effort devoted to a stimulus. It has characteristics of being limited, selective, and divisible. Pre-attentive processing impacts brand familiarity and choice.

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Angelo P. Nueva
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54 views8 pages

Consumer Exposure and Attention Factors

This document discusses factors that influence a consumer's exposure to and attention toward marketing stimuli. It covers: 1) Exposure is the process by which consumers come into contact with stimuli through marketing or other sources. Attention is limited and selective. 2) Factors like ad placement and product shelf placement influence exposure. Consumers also selectively seek out or avoid certain stimuli. 3) Attention involves the mental effort devoted to a stimulus. It has characteristics of being limited, selective, and divisible. Pre-attentive processing impacts brand familiarity and choice.

Uploaded by

Angelo P. Nueva
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CHAPTER 3

FROM EXPOSURE TO
COMPREHENSION

Hoyer | MacInnis | Pieters


2

Exposure
- The process by which the consumer
comes in physical contact with a
stimulus

Marketing Stimuli
-Information about offerings
communicated either by the marketer
or by non marketing sources.
3

FACTORS INFLUENCING EXPOSURE

▸ Position of an ad within a medium


▸ Product distribution and shelf placement

SELECTIVE EXPOSURE
-Consumer can and do actively seek out certain stimuli
and avoid or resist other
4

FACTORS INFLUENCING EXPOSURE

Zipping
- Fast-forwarding through commercials on a
program recorded earlier

Zapping
- Use of a remote control to switch channels
during commercial break.
5

ATTENTION AND CONSUMER BEHAVIOR

Attention
-how much mental activity a consumer devotes to a stimulus

CHARACTERISTICS OF ATTENTION
▸ Attention is limited
▸ Attention is selective
▸ Attention can be divided
6

THREE CHARACTERISTICS OF ATTENTION

 Pre-attentive Processing- the non-concious


processing of stimuli in peripheral vision
 Hemispheric Lateralization- our ability to process
pre-attentively depends on whether the stimulus in
peripheral vision is a picture or a word and whether
it is placed to the right side or left side of the focal
item
 Pre-attentive processing, brand name liking and
choice- makes brand and brand name familiar.
7
MARKETING IMPLICATIONS
Concreteness
- the extent to which a stimulus is capable of being
imagined.

Prominence
-the intensity of stimuli that causes them to stand out
relative to the environment.

Habituation
-the process by which a stimulus loses its attention-
getting abilities by virtue of its familiarity
8

PERCEPTION AND CONSUMER BEHAVIOR


Perception- the process of determining the properties
of stimuli using vision, hearing, taste, smell and
touch.
How are we perceiving?
- Perceiving through vision
-Perceiving through hearing
-Perceiving through taste
-Perceiving through smell
-Perceiving through Touch

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