Exposure, Attention, and Perception

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Exposure, Attention, and Perception
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Learning Objectives

• Discuss exposure to marketing stimuli and how
  marketers try to enhance exposure.
• Explain the characteristics of attention and how
  marketers try to attract and sustain attention to
  products and messages.
• Discuss perception, senses, perceptual
  thresholds, and stimulus organization.

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Exposure Defined

• Exposure is defined as the process in which a
  consumer comes into physical contact with a
  marketing stimulus.
• Marketing stimuli include information about
  products and brands communicated by either the
  marketer other sources.

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Factors Influencing Exposure

• Media selection
• Position of the ad within the medium
• Product distribution
• Shelf placement
• Selective exposure
• Zipping
• Zapping
• Roadblocking

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Attention Defined

• Attention is the process by which we devote
  mental activity to a stimulus.

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Characteristics of Attention

• Selective
• Capable of being divided
• Limited

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How Can Marketers Enhance Consumer Attention?

• By making the stimulus personally relevant
• By making the stimulus pleasant
• By making the stimulus surprising
• By making the stimulus easy to process or
  prominent
• Habituation hinders attention

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Perception Defined

• Perception is the process in which consumers pick
  up information through their senses, organize it,
  and assign it meaning.
• We perceive marketing stimuli through what we
  see, hear, taste, smell, and touch.

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Perception Through Our Senses

• through vision
• through hearing
• through taste
• through smell
• through touch

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Selective Perception

• Process in which we filter information so that
  only some of it is understood or remembered.

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When Do We Perceive Stimuli?

• Absolute Threshold
• Differential Threshold
• Webers law the amount of change that is
  necessary to be noticed is related to the
  intensity of the original stimulus.
• Subliminal Perception

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Stimulus Organization

• Closure
• Figure and ground
• Grouping