Final Project

MAR3503CH3.pptx

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Chapter 3

From Exposure to Comprehension

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Learning Objectives

1. Discuss why marketers are concerned about consumers’ exposure to marketing stimuli and what tactics they use to enhance exposure

2. Explain the characteristics of attention and how marketers can try to attract and sustain consumers’ attention with products and marketing messages

3. Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions

4. Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products and brands

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Exposure

Consumer comes into physical contact with a stimulus

Marketing stimuli: Information about offerings communicated by the marketer or by nonmarketing sources

Factors of influence

Position of an ad within a medium

Product distribution

Shelf placement

Selective Exposure

Zipping: Fast-forwarding through commercials on a program recorded earlier

Zapping: Switching channels during commercial breaks

Cord-cutting - Choosing streaming services over cable television

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Attention

Amount of mental activity a consumer devotes to a stimulus

Enables consumer to learn efficiently from their exposure to marketing stimuli

Limited, selective, and divisible

Defines customer segments

Weakened by habituation

Under what conditions do you give full attention to advertising and marketing communication?

Focal and Nonfocal Attention

Focal attention - Consumers focus on a stimulus

Nonfocal attention - Consumers are simultaneously exposed to other stimuli

Preattentive processing: Non-conscious processing of stimuli

Leads to liking a brand name

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Characteristics of Stimulus That Attract Consumer Attention

Appealing to one’s needs, values, emotions, or goals

Personal relevance

Using attractive models, music, and humor

Pleasantness

What are some other ways to make ads more pleasant to consumers?

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Characteristics of Stimulus That Attract Consumer Attention (continued)

Using novelty, unexpectedness, and puzzles

Element of surprise

Prominence and concreteness of stimuli

Limited number of competing stimuli

Contrast with competing stimuli

Easy to process

What are ways to enhance suspense or surprise in advertising or marketing communications?

Is surprise a good thing in marketing communications? Why/not?

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Perception

Determining the properties of stimuli using vision, hearing, taste, smell, and touch

Factors in visual perception

Size and shape

Lettering

Image location on package

Color

Appearance of being new or worn

Perception (continued 1)

Elements in sound perception

Sonic identity - Use of specific sounds to identify a brand

Sound symbolism - Inference of product attributes and evaluations

Using information obtained from hearing a brand’s sounds, syllables, and words

Perception (continued 2)

Taste

Varying perceptions of food

Different cultural backgrounds influence taste preference

In-store marketing tactic of tasting or sampling of food

Smell

Effect on physiological responses, liking, product trial, and buying

Perception (continued 3)

Touch

Liking of some products because of their feel

Perceived ownership of the item increases

Consumer reaction to touch differs across cultures

Consumers’ Stimuli Perception

Minimal level of stimulus intensity needed to detect stimulus

Absolute thresholds

Intensity difference needed between two stimuli before they are perceived to be different

Weber’s law: Stronger the initial stimulus, greater the additional intensity needed for the second stimulus to be perceived as different

Differential thresholds (just noticeable difference)

Activation of sensory receptors by stimuli presented below the perceptual threshold

Subliminal perception

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Perceptual Organization

Process by which stimuli are organized into meaningful units

Figure and ground: People interpret stimuli in the context of a background

Closure: Individuals’ need to organize perceptions so that they form a meaningful whole

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Perceptual Organization (continued)

Grouping: Tendency to group stimuli to form a unified picture or impression

Preference for the whole: Perceiving more value in a whole than in combined parts that make a whole

Even if the parts have the same objective value as the whole

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Knowledge to Understand: Comprehension

Extracting higher-order meaning from what individuals have perceived in context of what is already known

Source identification: Determining what perceived stimulus actually is and what category it belongs to

Knowledge to Understand: Comprehension (continued 1)

Extent to which the consumer accurately understands the message the sender intends to communicate

Objective comprehension

What the consumer understands from the message, regardless of whether it is accurate

Subjective comprehension

Knowledge to Understand: Comprehension (continued 2)

Miscomprehension - Consumers inaccurately interpret the meaning in a message

Effect of MAO (motivation, ability, and opportunity)

Lack of comprehension may arise due to:

Low motivation

Limited opportunity or time to process the message

Complexity of the message

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Knowledge to Understand: Comprehension (continued 3)

Effects of cultures

Differences in low-context cultures and high-context cultures

Message sender's social class, values, and age play a key role in message interpretation

Language differences

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Marketing Implications to Improve Comprehension

Keeping the message simple

Repeating the message

Presenting information in different forms

Designing a message consistent with consumer's prior knowledge

Consumer Inference

Brand names and symbols

Create subjective comprehension and inferences

Product features and packaging

Product attributes

Country of origin

Package design

Consumer Inference (continued)

Price

Culture can influence perceptions of price and quality

Message wording

Retail atmospherics, display, and distribution

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