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Exposure and Exposure and AttentionAttention

Consumer BehaviorConsumer Behavior

Fall 2009Fall 2009

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Exposure, Attention and Exposure, Attention and PerceptionPerception

ExposureExposure AttentionAttention PerceptionPerception

Cognition Cognition ?? AffectAffect

(Name all of the ads you saw today…this week…)(Name all of the ads you saw today…this week…)

MAO

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ExposureExposure The process by which the consumer comes into physical The process by which the consumer comes into physical

contact with a stimulus – we have the contact with a stimulus – we have the possibilitypossibility of noticing of noticing the informationthe information

Marketers must select the correct mediaMarketers must select the correct media InternetInternet TVTV RadioRadio NewspaperNewspaper MagazineMagazine OtherOther

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Enhancing ExposureEnhancing Exposure

Positioning within a medium Positioning within a medium After certain articlesAfter certain articles Beginning or end of commercial breakBeginning or end of commercial break Waist to Eye level productsWaist to Eye level products End-displaysEnd-displays During certain TV eventsDuring certain TV events

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AttentionAttention The extent to which The extent to which

processing activity is processing activity is devoted to a particular devoted to a particular stimulusstimulus Competition for our attentionCompetition for our attention

3,500 ad info pieces per day3,500 ad info pieces per day Marketers need to break Marketers need to break

through the clutterthrough the clutter Orkin cockroach commercialsOrkin cockroach commercials

http://www.youtube.com/watch?v=kaVCz18s06s&eurl=http://www.splendad.com/ads/show/758-Orkin-Fake-Out

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AttentionAttention

Unexpected things get our attention – what Unexpected things get our attention – what other things get our attention?other things get our attention?

Size Size ColorColor PositionPosition Novelty (surprising, unexpected)Novelty (surprising, unexpected) Loud Loud In general: stimuli that contrast with In general: stimuli that contrast with

what’s around themwhat’s around them

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Vs.

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AttentionAttention

We want creativity to gain attention, but….can too We want creativity to gain attention, but….can too much creativity backfire?much creativity backfire?

AttentioAttentionn

Increased Increased KnowledgKnowledgee

Positive Positive AffectAffect

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Hemispheric LateralizationHemispheric Lateralization

Left Visual Field Right Visual Field

Left Hemisphere

-Numbers

-Words

Right Hemisphere

-Music

-Pictures

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What is Perception?What is Perception?

• Process of developing an interpretation of a Process of developing an interpretation of a stimulus stimulus

Deciding what a stimulus meansDeciding what a stimulus means• How we select, organize and interpret (abstract) How we select, organize and interpret (abstract)

datadata• How we view the worldHow we view the world

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Methods of PerceptionMethods of Perception

Vision – size and colorVision – size and color Hearing – Muzak as a stimulusHearing – Muzak as a stimulus Taste –clear individual and cultural differences, Taste –clear individual and cultural differences,

subjectivesubjective Smell – Smells affect moods, can be a mktg tool Smell – Smells affect moods, can be a mktg tool

(e.g., Cinnabon)(e.g., Cinnabon) Touch - can stimulate or relax customers; people Touch - can stimulate or relax customers; people

want to touch products before they buywant to touch products before they buy

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Vision: ColorVision: Color

Color may influence our emotions:Color may influence our emotions: Arousal: RedArousal: Red Blue: RelaxingBlue: Relaxing

Reactions to color determined culturallyReactions to color determined culturally Color of mourningColor of mourning

Color can be symbolicColor can be symbolic Color can be copyrighted!Color can be copyrighted!

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VERTICAL HORIZONTAL ILLUSION

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Vision: SizeVision: Size We tend to eat more:We tend to eat more:

When food container is When food container is largerlarger

When we see When we see assortment of foodsassortment of foods

We focus on height We focus on height rather than widthrather than width

VERTICAL HORIZONTAL ILLUSION

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Perception is Perception is Constructed RealityConstructed Reality

Reality IS PerceptionReality IS Perception Want to change Reality? – be an engineerWant to change Reality? – be an engineer Want to change Perception? – be a Want to change Perception? – be a

marketermarketer

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Perception is Perception is crucialcrucial in in CB because:CB because:

• What customers perceive is what affects their actions

• What is perceived is not necessarily what is "true"

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Aoccdrnig to rscheearch at Cmabrigde Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae. ltteer be at the rghit pclae.

The rset can be a taotl mses and you can The rset can be a taotl mses and you can sitll raed it wouthit porbelm. Tihs is sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a ervey lteter by istlef, but the wrod as a wlohe.wlohe.

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When do we notice a When do we notice a difference?difference?

The stimuli must be at such a level that we The stimuli must be at such a level that we can detect themcan detect them JND – can we notice the difference?JND – can we notice the difference? Weber’s LawWeber’s Law

Sometimes we want consumers to notice, Sometimes we want consumers to notice, other times we do not want them to notice the other times we do not want them to notice the changechange

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Why do marketers use JND?Why do marketers use JND?

Can we tell difference?Can we tell difference? Down sizingDown sizing Ingredient changesIngredient changes Brand NamesBrand Names PricesPrices

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Summary: PerceptionSummary: Perception

What we see, to a large extent, is determined What we see, to a large extent, is determined by what we expect to seeby what we expect to see

We will see patterns where there are none, We will see patterns where there are none, we will interpret patterns to fit out personal we will interpret patterns to fit out personal beliefs and ideasbeliefs and ideas

Marketers (and savvy consumers) need to be Marketers (and savvy consumers) need to be aware that everything depends on perception aware that everything depends on perception ((notnot what is “real”). what is “real”).

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Marketing ImplicationsMarketing Implications

We need to link MAO and EAPWe need to link MAO and EAP Make stimuli personally relevantMake stimuli personally relevant Make stimuli pleasant – music, humorMake stimuli pleasant – music, humor Make it surprisingMake it surprising Make it easy to processMake it easy to process

Habituation – if too familiar, lose attention-getting Habituation – if too familiar, lose attention-getting abilityability

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TakeawayTakeaway

Marketers must remember – Marketers must remember –

Perception is realityPerception is reality