Chapter 3Text/Lecture/DiscussionExposure, Perception, and AttentionWhat 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 ito Perception is automatico 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 unconsciouso 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 unconsciouslyWhat is preattentive processing?o Pre attentive processing: the non conscious processing of stimuli in peripheral visiono We usually only devote enough attention to process something about the objecto 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 unconsciouso 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. TVHow 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: fasto Fast forwarding through a commercialo People try to avoid online ads by placing pop up blockero Zapping: changingo Changing the station through commercialo Men zap more than women doo Marketing Implications;o Getting products noticed without alienating consumerso They test media not yet saturated like cell phoneso Third screen: cell phone TV and computer are the other twoo Measuring exposure:o They are interested in which media will stimulate the marketWhat are the factors that influence exposure?What are the factors that influence perception?o Certainty exposureo Vividnesso Stimulus strength/intensityo Contrast with surroundings or normsWhat 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 awarenesso 2000 campaign “Rats”o Inconsistent evidence that this tactic can actually alter consumer preference or recallo May affect object recognitiono Can (not proven) depend on our perceptionWhat steps can marketers take to attract consumers' attention?o Personally relevant: make it appear to their needs, values, emotionso Pleasant: use attractive model, use music, use humor o Surprising: make it unique, o easy to process: prominent stimulio Make it stand outo Prominence: the intensity of stimuli that causes them to stand out relative to the environmento 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 difficultMany don’t enter our stimuli awarenesso Absolute threshold: the minimal level of stimulus intensity needed to detect a stimuluso Differential Threshold: the intensity difference needed between two stimuli before they are perceived to be differento 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 priceWhat 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 4Text/Lecture/DiscussionKnowledge and UnderstandingWhat 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
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