W5: Exposure, Attention, Perception

Question 1

What is exposure?

Answer 1

The process through which the consumer comes in contact with a stimulus

Marketing stimuli includes ALL messages and information about a product delivered personally, through media, or product packaging/store displays.

Question 2

What are the ways of getting exposure to information?

Answer 2

1. Intentional Exposure
2. Accidental Exposure
   - Positioning of ad
   - Product distribution
3. Selective Exposure
   - Consumers are actively fighting the clutter of ads in their lives from various media

Question 3

How do you measure exposure?

Answer 3

• TV: day after recall
• Internet: page views click-throughs
• magazine: response coupons
• outdoors: traffic

Question 4

How do you maximise exposure?

Answer 4

1. Intentional exposure: through careful targeting
2. Accidental exposure:
   - sponsorship
   - merchandising
   - product placement (native advertising)
   - unusual vehicles

Question 5

What is attention?

Answer 5

The process by which an individual devotes a part of his/her mental activity to the stimulus.

Question 6

What are the characteristics of attention?

Answer 6

1. Selective
   - conscious decision on what to pay attention to
2. Capable of being divided
3. Limited

Question 7

What are the factors influencing attention?

Answer 7

1. Affective States
   - Arousal
   - Inverted U Shape (may not be v focused because they are too focused on the actual activity)
2. Involvement
   - Part of motivation

Question 8

What is focal vs non-focal attention?

Answer 8

Pre-attentive Processing: Even while the focus might be on an article, or on driving, consumers may process ads or other stimuli in the periphery, without even being conscious of such processing

What is processed on depends on

1. hemispheric lateralization
   - objects on right side are processed by left –> good to have words on right side (and vice versa for pics)
2. familiarity with brand

Question 9

How do you enhance consumer attention?

Answer 9

MAKE STIMULUS

1. Personally relevant (choice of medium)
2. Pleasant
3. Surprising
4. Easy to process

Question 10

What is perception?

Answer 10

the process through which incoming stimuli are registered by one of our five senses: vision, hearing, taste, smell, and touch

Question 11

Vision

Answer 11

• Size and shape (tall packaging, interesting shapes)
• Lettering/font
• Colour

Question 12

Hearing

Answer 12

• Sonic identity
• Pace of music
• Sound symbolism

Question 13

Taste

Answer 13

• Familiarity

- Sampling

Question 14

Smell

Answer 14

• Psychological (nostalgia)

- Consumer memory

Question 15

Touch

Answer 15

• Cultural variations
• Trust
• Sales person

Question 16

When do consumers perceive stimuli?

Answer 16

1. absolute threshold (bare minimum to be perceived)

2. differential threshold (just noticeable difference)

Question 17

What is perceptual organization?

Answer 17

When Consumers organize the available stimuli into a unified whole.