Exposure-Attention-Perception

Question 1

What is Exposure?

Answer 1

The process by which an individual comes into contact with a stimulus.

Question 2

What influences consumers’ exposure to marketing communications?

Answer 2

• Print Media? Signs?
• Television? Streaming?
• Online? Social Media?
• Brick & Mortar Stores?

Question 3

How do consumers limit their exposure (intentionally and unintentionally) to Marketing efforts?

Answer 3

• Zipping
• Zapping

Question 4

What is selective exposure? What examples did we discuss in class?

Answer 4

Selective Exposure refers to attitudes or behaviors that limit our exposure to specific stimuli by focusing on certain types of content while avoiding others.

Question 5

Why do we study exposure in marketing?

Answer 5

Exposure is imperative/necessary condition for MKT success because MKT activities are severely limited without exposure; an effort to maximize the “hits” & minimize the “misses” of MKT efforts

Question 6

What is the Mere Exposure Effect?

Answer 6

The Mere Exposure effect describes how little exposure(s) leads to familiarity, believability, and then acceptance.

Question 7

How does exposure influence our personal lives?

Answer 7

Every exposure makes an “impression” on us, and these “impressions” get processed consciously and non-consciously. As a result, they influence our beliefs, attitudes, values, and choices

Question 8

What is attention?

Answer 8

Attention is the process by which an individual devotes mental activity to a stimulus

Question 9

What do we learn from attention tests (psychological studies & experiments)?

Answer 9

Attention tests reveal that individuals’ intuition is dangerously wrong when they intuitively believe that the mechanism of attention will automatically bring to focus things that matter to them.

Question 10

What are the different characteristics of attention?

Answer 10

• Selective
• Can be divided
• Limited

Question 11

What is multitasking? Why is effective multitasking a myth?

Answer 11

Multitasking entails quickly shifting our focus back and forth between 2 or more activities.

Effective multitasking is a myth because the brain is not wired to concentrate its attention on two different things simultaneously.

Question 12

How does multitasking impact productivity?

Answer 12

Multitasking impacts productivity because we miss and/or lose critical information, with each attention shift back and forth, often without realizing what we miss.

Question 13

What are the different types of multitasking typically used by drivers? How do they rank by distraction level?

Answer 13

• Visual (Bad)
• Manual (Worse)
• Cognitive (Worst)

Question 14

What is a visual distraction?
What is a manual distraction?
What is a cognitive distraction?

Answer 14

• Visual (Bad): Checking a navigation system or radio station
• Manual (Worse): Reaching for a phone or other item in the car
• Cognitive (Worst): Takes focus away from driving, such as texting

Question 15

How does multitasking impact drivers?
What are the specific statistics for distraction and driving accidents?

Answer 15

Multitasking doesn’t work well, despite what we believe or the (over)confidence in our abilities.

80% of car crashes are attributed to a driver being distracted or not paying attention.

Question 16

What are the personal implications of managing attention?
What examples did we discuss?

Answer 16

Sometimes just changing how or when we do things, can make a big difference in the outcomes, even when doing the same activities.

Examples include:
- Bunching Donations (Financial Planning)
- Intermittent Fasting (Health & Nutrition)

Question 17

What is compartmentalization (bunching)?
What examples and recommendations did we discuss?

Answer 17

Compartmentalization (bunching) is focusing on different aspects of our daily lives (monotasking), so we can become much better.

Question 18

What are the Marketing implications of managing attention?

Question 19

Why do Marketers focus so much on understanding and managing attention?

Question 20

What is the attention economy?

Question 21

What are the main strategies for improving consumer attention? What are their components?

Answer 21

1. Make stimuli personally relevant
2. Make stimuli pleasant
3. Make stimuli surprising
4. Make stimuli easy to process

Question 22

What specific tactics and examples did we discuss for managing attention?

Question 23

What is the prominence effect?

Answer 23

Prominence Effect is when people attend to the most prominent attributes of stimuli they encounter; stimuli that stand out relative to the environment in which they are encountered

Question 24

What is Sensory Overload?
What is the relationship between Marketing stimulation and consumer attention?

Answer 24

Sensory Overload is when a stimulus is increased to the point where consumers can no longer process it.

Question 25

How much can most consumers pay attention to and store in long term memory, in general?

Answer 25

In general, people can only pay attention to 7 ± 2 pieces of information (while still having the information make it into long-term memory)

Question 26

How has consumer attention been manipulated by firms? What examples did we highlight?

Answer 26

To compete for consumer attention, firms intentionally design devices and platforms to be addictive.

Question 27

Why should consumers be wary of “free” products or services?

Answer 27

Consumers should be wary of “Free” products or services because we are more likely to be the product being sold to someone else (oftentimes without our knowledge or consent)

Question 28

How do firms unethically compete for consumer attention?

Answer 28

Firms unethically compete for consumer attention by exploiting behaviorism research from the 1950s and 1960s to condition consumers. As a result, a new generation of highly dependent and distracted consumers has emerged.

Question 29

What is an operant conditioning chamber (Skinner Box)? How does it work? What does it entail?

Answer 29

Skinner's operant conditioning chamber is designed to teach and condition rats the unnatural behavior that entails positive and negative reinforcement.

Question 30

What is shaping? How does shaping work? What does ‘modern day’ shaping look like? Examples?

Answer 30

Shaping is the process of strategically influencing a consumer's buying habits or preferences by gradually introducing small changes, often through marketing tactics, to encourage them to adopt a desired behavior. Modern Day shaping looks like getting on Amazon, downloading their app, using Alexa to finally make shopping with Amazon a habit.

Question 31

What is dopamine? What does dopamine do? How does it relate to technology?

Answer 31

Dopamine is a neurotransmitter that plays a role in how we feel pleasure. Certain behaviors (and substances) can cause a large and quick increase of dopamine in the brain. Tech companies have strategically engineered products that work on the exact same pleasure centers in the brain as drugs to manipulate "dopamine hits" and covertly keep us dependent/hooked on technology.

Question 32

What strategies can we implement to more effectively manage technology use in our daily lives?

Answer 32

1. Develop Awareness 2. Make a Plan to Take Back Control of Our Attention 3. Experiment to Find Out Which Strategies Might Work Best for Us

Question 33

What are the benefits of learning how to better manage and focus our attention?

Answer 33

Learning to focus the power of our attention, the quality of our life (and our life experiences) improves and becomes more rewarding, at work and in our personal lives

Question 34

Why is attention considered to be a modern-day superpower? How does managing our attention help us?

Answer 34

Attention is one of the scarcest, most valuable social resources sought today. Because we are increasingly bombarded with new ways to be distracted, managing our attention has become a great differentiator for success. Those who can focus their attention on what is most important have a significant advantage in achieving success.

Question 35

What is perception?

Answer 35

Perception is the process by which incoming stimuli are registered by sensory receptors.

Question 36

How do firms attempt to appeal to our 5 senses? What examples did we discuss in class?

Question 37

What is an absolute threshold? What is a differential threshold? What is a JND?

Answer 37

An Absolute Threshold is the minimum level of stimulation needed for a stimulus to be perceived. Differential Threshold is the intensity difference needed between 2 stimuli before individuals can perceive that they are different. JND is "Just Noticeable Difference”

Question 38

What is Weber’s Law (conceptually)? What is Weber’s Law (mathematically)?

Answer 38

Conceptually, Weber's Law is the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. Mathematically, Weber's Law is: K = Delta Intensity / Base Intensity

Question 39

What is the threshold of perception (K) for most marketing contexts, based on Weber’s Law?

Answer 39

For many marketing stimuli, the threshold of perception (K) is approximately 0.10

Question 40

How does Weber’s Law impact perceptions of product and packaging changes? Examples?

Answer 40

Shrinkflation

Question 41

What is selective perception? Why do consumers experience selective perception?

Answer 41

Selective Perception is the process of making sense of stimuli, by selecting, organizing, and interpreting them into a meaningful and coherent “picture” of the world.

Question 42

What is meant by the phrase “Perception is Reality?” What implications does this have for behavior?

Answer 42

We tend to perceive things based more on our beliefs than as they really are, and we respond accordingly.

Question 43

How does selective perception impact product perceptions and changes to existing products?

Question 44

What examples of selective perception did we discuss in class?

Answer 44

- Blue Ketchup - Froot Loops are the same flavor, but they are perceived by consumers to taste differently.