Exposure & Attention Flashcards
Definition of Exposure
The process through which the consumer comes into contact with a stimulus
How many ads do you see in a day?
4000 - 10000
Why does Exposure matter?
The more we are exposed to something the more easily we recognize it
Factors affecting Exposure
- Position of an ad within a medium
-> Either at the beginning or end of a commercial break - Position of product in a shopping context
Advantages of a Product Placement
- Can show how a product works
- Locked in on the PPL due to the OTT show
How to strike the right balance of Product Placement
- Verbal product placements
-> More likely to be noticed by viewers
-> Less likely to trigger persuasion knowledge - Place a product earlier in the show
How are Exposure and Attention different?
Exposure: Whether consumers encounter a stimulus
Attention: How much mental activity consumers devote to a stimulus
Definition of Attention
The process by which an individual devotes part of his or her mental activity to a stimulus
Characteristics of Attention
- Capable of being divided
-> Can multitask - Limited
- Selective
-> Conscious decision
-> Less likely to pay attention to familiar stimuli
Factors influencing Attention
- Affective states
-> Inverted U shaped relationship between Arousal & Attention - Involvement
-> A motivational stat that guides the selection of stimuli for attention
What is Preattentive Processing?
Even while the focus might be on something else, consumers may process ads or other stimuli in the periphery, without being conscious
2 types of Hemispheric Lateralization
- Right hemisphere
- Left hemisphere
What does Right Hemisphere do?
- Processing music
- Grasping visual/spatial information
- Forming inferences
- Drawing conclusions
What does Left Hemisphere do?
Processes units that can be combined
1. Counting
2. Processing unfamiliar words
3. Forming sentences
Further implications of Attention
- Defines customer segments
- Habituation
