Chapter 3 Text Lecture Discussion Exposure Perception and Attention What are the definitions of exposure perception and attention Exposure the process by which people come into contact with or the presence of stimulus o Marketing Stimuli information about offerings communicated either by the marketer via ads salespeople brand symbols packages signs prices and so on or by non marketing sources e g he media or word of mouth Stimulus product message ads prices signs website etc that marketers use to communicate Exposed at the buying using or disposing stage Must portray offering in a positive light Marketing implication Start the process by gaining exposure media radio Will not use the TV when targeting wealthy consumers because they usually zip through commercials Position of an ad within a medium can affect exposure Perception the process of registering a stimulus via one of the five senses o Strongest is smell We have the best memory for it o Perception is automatic o We pick up senses and then we dump it It can take milliseconds Attention the process by which an individual allocates part of his or her mental activity to a stimulus o tuning in to the stimulus may be conscious or unconscious o has three characteristics selective we decide on what we want to focus divisible This way we can multi task and limited even though we can do the two above we can t do them if they are not practiced i e important conversation vs TV Can consciously attend to or unconsciously What is preattentive processing o Pre attentive processing the non conscious processing of stimuli in peripheral vision o We usually only devote enough attention to process something about the object o People are generally more accepting of these brands What are the characteristics of attention and what does this mean in terms of consumer behavior Attention the process by which an individual allocates part of his or her mental activity to a stimulus o tuning in to the stimulus may be conscious or unconscious o has three characteristics selective we decide on what we want to focus divisible This way we can multi task and limited even though we can do the two above we can t do them if they are not practiced i e important conversation vs TV How is the selective characteristic of attention related to motivation What are the relationships between the divisive characteristic of attention multitasking and lowered performance You only have a certain amount of attention to divide the more things you are splitting it into the more the quality will suffer What are zipping and zapping o Zipping fast o Fast forwarding through a commercial o People try to avoid online ads by placing pop up blocker o Zapping changing o Changing the station through commercial o Men zap more than women do o Marketing Implications o Getting products noticed without alienating consumers o They test media not yet saturated like cell phones o Third screen cell phone TV and computer are the other two o Measuring exposure o They are interested in which media will stimulate the market What are the factors that influence exposure What are the factors that influence perception o Certainty exposure o Vividness o Stimulus strength intensity o Contrast with surroundings or norms What are the factors that influence attention What is the role of emotion in consumer behavior How would the personal relevance of a television or radio commercial influence zipping and zapping behavior If the ad is personally relevant than the consumer is less likely to zip and zap What is subliminal perception What is the current belief of its influence on consumer behavior o Def presentation of stimulus below the threshold of conscious awareness o 2000 campaign Rats o Inconsistent evidence that this tactic can actually alter consumer preference or recall o May affect object recognition o Can not proven depend on our perception What steps can marketers take to attract consumers attention o Personally relevant make it appear to their needs values emotions o Pleasant use attractive model use music use humor o Surprising make it unique o easy to process prominent stimuli o Make it stand out environment o Prominence the intensity of stimuli that causes them to stand out relative to the o Concreteness defined as the extent to which we can imagine a stimulus What is the definition of concreteness The extent to which we can imagine a stimulus What are the differences between absolute threshold differential threshold and the just noticeable difference o When do we perceive stimuli To perceive each one is extremely difficult Many don t enter our stimuli awareness o Absolute threshold the minimal level of stimulus intensity needed to detect a stimulus o Differential Threshold the intensity difference needed between two stimuli before they are perceived to be different o Weber s Law the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different Change in s s k o Marketing implications If words are too small in a commercial views can t see them Sometimes marketers don t want consumers to notice the difference between two stimuli Changing the quantity but not the price What is the difference between subliminal perception and preattentive processing Subliminal messages are displayed directly to you instead of having to use your peripherals initially And when you are looking directly at the ad with preattentive processing you can see and understand the message the subliminal one is usually quick and more challenging What is the relationship between goals and automatic attention Chapter 4 Text Lecture Discussion Knowledge and Understanding What are the two broad domains of prior knowledge Content Information that consumers have already learned about brands companies product categories stores ads people how to shop how to use products and so on Structure How consumers organize knowledge Consumers often organize knowledge into categories storing similar things in the same category Explain the two aspects or characteristics of knowledge Explain the two aspects or characteristics of understanding Categorization The process of labeling or identifying an object Involved relating what we perceive in our external environment to what we already know Comprehension The process of deepening understanding Involves using prior knowledge to understand more about what we have categorized Describe the relationship between knowledge and understanding
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