(5) Consumer Attention

Question 1

Consumer Attention

Answer 1

Properties:

• Attention requires mental energy
• Attention can be divided
• Limited capacity

Selective Attention

• 7-9 greater marketing costs

Shorter attention span

• 8 seconds (4 seconds shorter than 20 years ago)
• Marketing implications:
  Tv commercials: 60s->30s->15s->10s
  shorter, repeated ads more effective than longer ones
  Digital ads 15s(with skip) vs. 5s (without)

Question 2

Attention enhancing factors

Answer 2

Sensory (perceptual) arousal

• Surprising (novelty, unexpectedness)
• Pleasant (attractive, music, humor)
• Easy to process (size, color, movement, contrasting)

Inquiry Arousal

• personal relevance
• situational arousal

Question 3

Repetition & Attention

Answer 3

Ad Wear-out Effect

Solution?
Can we increase exposure while avoiding the wear-out effect? (Absolute Vodka Campaign, “Got Milk” Campaign)

Question 4

Relevance

Answer 4

Right Message + Right Target + Right Moment

Personal Relevance (right message)

• Online target ads & search ads
• Youtube personalized ads
• Coke “share a coke”

Situational Relevance (right moment)

• Time-based Target Ads
  ex: chocolate on valentines day

Question 5

Message Type and Location

Answer 5

Hemispheric Lateralization

• one’s ability to process information non-focally (preattentively) depends on stimuli’s position
• pictures - Left visual field
• Words - Right visual field

Question 6

Subliminal Attention

Answer 6

Presenting a stimulus below the level of conscious awareness in an attempt to influence behavior and feelings

Types:

• flashing messages
• embedded words and pictures

Q: Do subliminal ads really work?
- weak evidence for real-life context
- works better for unconscious behaviors than conscious

Q: Do people fear them more than necessary?
- self-help tapes sold for more than $50 Mio
- FCC banned them