Lecture 3 – ATTENTION & COMPREHENSION Flashcards
Exposure
= having contact with a stimulus
Examples of marketing stimuli
- products
- ads
Consumers’ exposure is affected by:
- their characteristics
- what they mean for the consumers
Attention
= amount of mental activity that a consumer devotes to a stimulus (it is limited!)
focal stimuli
= consumers conscioulsy and often intentionally direct attention to it
non- focal stimuli
= other stimuli consumers are exposed to, conscious or not
2 types of processing
- conscious
- pre-attentive
6 factors that affect the level of attention
- physical characteristics of stimuli
- inferences about value
- personal relevance (preferences & needs)
- fluency (the easier the stimulus, the better)
- pleasantness
- novelty / surprise
perception
= determining the properties of stimuli using vision, hearing, taste, smell & touch
stimuli may be
- not detected
- subliminal (if they pass objective threshold)
- supraliminal (if they pass subjective threshold)
2 types of thresholds
- absolute
- differential
absolute threshold
= minimal level of intensity of the stimulus for you to be able to detect it
differential threshold
= difference in intensity between two stimuli that is needed to perceive them as different
variance in perception
= people perceive the same stimuli in a different way based on who they are
- physically
- socially
- psychologically
objective comprehension
= extent to which consumers accurately understand the message communicated
