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Chapter 3

From Exposure to Comprehension

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

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

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

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

Personal relevance

• Using attractive models, music, and humor

Pleasantness

Characteristics of Stimulus That Attract Consumer Attention

• 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

Characteristics of Stimulus That Attract Consumer Attention (continued)

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

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

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

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

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

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

Chapter 3
Learning Objectives
Exposure
Selective Exposure
Focal and Nonfocal Attention
Characteristics of Stimulus That Attract Consumer Attention
Characteristics of Stimulus That Attract Consumer Attention (continued)
Perception
Consumers’ Stimuli Perception
Perceptual Organization
Perceptual Organization (continued)
Knowledge to Understand: Comprehension
Knowledge to Understand: Comprehension (continued 1)
Consumer Inference
Consumer Inference (continued)