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Copyright (c) Houghton Mifflin Co. All rights reserved. 1

EXPOSURE, ATTENTION,AND PERCEPTION

CHAPTER 4


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Chapter Overview

What is necessary to reach

consumers?

Exposure (e.g., consumer must come incontact with your ad message)

Attention (e.g., consumer must look at

ad message)

Perception (e.g., consumer must take

in message)


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GOAL

Exposure

Attention

Perception

Desired

Outcome


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Increase Use of Covert Tactics toAchieve Goals

P & Gs Tremor panel- 250,000 13-19 year olds

Paying people toendorse products

in chat rooms and

message boards

Girls intelligenceAgency

http://www.girlsintelligenceagency.com/press.html#


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Definition

Exposure: Theprocess by which

the consumercomes in physical

contact with a

stimulus.


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How Can We IncreaseConsumers Exposure?

Roadblocking--

you can run, but

you cant hide!

Repetition

Research targetgroup habits

Wide presence tv, radio, publications


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Definition

Attention: The processby which an individual

allocates part of his orher cognitive resources

(mental activity) to a

stimulus.

Conscious Awareness


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Attentional Capacity

Location Amount


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Attention is Selective andResources are Limited

How much attention are

you likely to give to the

following advertisingencounters?

radio ad while driving

ad in newspaper or magazine

freeway billboard

direct mail appeal


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Self-Relevance

Needs, values, and goals

Similarity of source

Rhetorical questions


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Pleasantness ofStimuli

Music

Attractive

visuals

Humor


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Ease of Processing

Prominence

Contrast


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Surprisingness of Stimuli

Novelty

Unexpectedness


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Definition

Perception: Theregistration of

stimuli by one ofthe five senses:

vision, hearing,

taste, smell, and

touch


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Conscious vs. UnconsciousPerception

Exposure

Conscious

Perception

Attentional

ResourcesOutcome

Unconscious

PerceptionOutcome


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Definition

Preattentive processing:

Information outside ourfocus of attention that is

processed without our

awareness


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Preattentive Mechanism

Bla,

Bla,

Bla

Bla,

Bla,

BlaBla,

Bla,

Bla

Bla,

Bla,

Bla

Bob


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BlaUnattended

background

noise gets

filtered for

meaning

BOB

Flitered

output that

receives

attention

Filtered

output

that does

Notreceive

attention

ConsciousUnconscious


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BOB

DeerPark


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Information Outside of FocalAttention

Exposure

Unconscious

Perception

Attentional

Resources

Outcome

Preattentive

Processing

Outcome


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UGLY

NICE

Preattentive Processing:

Automatic shifts in attention

Stroop Task


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Preattentive Processings Affect

on Attention to Advertising

NICE

WE BUY UGLY

HOUSES.COM

WE BUY NICE

HOUSES.COM


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Perception Grab Bag

Perceptual Thresholds

GoalsAssortment

Meaning


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Subliminal Perception: ADiabolical Marketing Tool?

Subliminal

messages in ads

are illegal in U.S. Some research

support for modest

effects


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Perceptual ThresholdsPerceiving Change: JND

Downsizing of

products BelowJND

Improvement in

products AboveJND


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Poor vs. Rich

Goals

High Need

To Smoke

Low Need

To Smoke


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Assortment


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Perceiving Meaning

$30 watch

$800 watch

Rolex Cell Phone

McDonalds Cell Phone

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