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Exposure

Exposure. Coming into contact with a stimulus Some factors influencing exposure Ad placement Shelf placement of items. Selective exposure—limiting exposure—e.g., “Do not call” lists Ad blocking software Skipping through ads Zipping: Fast forward through pre-recorded ads

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Exposure

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  1. Exposure • Coming into contact with a stimulus • Some factors influencing exposure • Ad placement • Shelf placement of items • Selective exposure—limiting exposure—e.g., • “Do not call” lists • Ad blocking software • Skipping through ads • Zipping: Fast forward through pre-recorded ads • Zapping: Channel surfing during ads

  2. Responding to Consumer Ad Avoidance • Control measures • On-line ad click-throughs—must find “X” to close the ad • Disabled fast forwarding feature • Short ad must be watched to see content • Variation: “Can skip ad in __ seconds.” • Alternatives • Op-in • Advertising at places of boredom (e.g., on public transportation and airline baggage claim areas)

  3. Characteristics of Attention • Limited—cannot give priority to all that is ongoing • Information overload • Selective • Some stimuli are given priority based on • Interest/relevance • Situation • Can be divided • Some potential for multi-tasking • Excessive distractions can cause problems (e.g., cell phones and driving)

  4. Focal vs. non-focal • Focal • Stimuli chosen for attention • Non-focal • May involve unconscious (preattentive) processing • May have impact on brand choice and affect

  5. Enhancing Attention • Personal relevance • Pleasantness of stimuli • Attractive models • Music • Humor (subject to certain caveats) • May get the consumer to focus on the advertisement but not the product • Novelty • Unexpectedness/ surprise • Puzzles • Prominent stimuli (contrast) • Concrete stimuli • Minimum competing stimuli

  6. Habituation • Details may be ignored as their presence is experienced more routinely • May need to vary and/or change • Packaging • Advertising

  7. Perception • Process of determining qualities of a stimulus based on five senses: • Vision • Hearing • Taste • Smell • Touch

  8. Perceiving Through Vision • Size and shape • Lettering • Image location on page • Color • Judgment of stimulus • Mood • Liking

  9. Perceiving Through Hearing and Taste • Hearing • Sounds associated with brands • Difficult to tune out • Taste • Evolutionary preferences • Individual variations

  10. Perceiving Through Smell • Strong emotional link • High sensory priority • Impact on people • Aroma therapy • Liking • Trial • Purchasing

  11. Sensory Thresholds • Absolute thresholds • Differential thresholds • “Just noticeable difference” (JND) • “Down-sizing” of products • Subliminal messages • Generally cannot pick up on more than one or two syllables • Logos may influence affect

  12. Perception of Stimuli • Perceptual organization (making sense of disparate stimuli as a whole) • Figure and ground • Grouping

  13. Comprehension • Source identification • Determining what is perceived • May involve categorization • Objective comprehension: Is meaning taken away consistent with actual statement? • Subjective comprehension: Additional meaning and inferences • Miscomprehension • Cultural impact: High vs. low context cultures

  14. Consumer Inferences • From brand names and symbols • Numbers in brand names • From product features and packaging • From price • From retail setting

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