This document discusses key concepts around how consumers are exposed to and perceive marketing stimuli. It covers factors that influence exposure like ad placement and shelf positioning. It then examines how attention works and ways to attract and sustain attention, such as through pleasant, surprising, or easy-to-process stimuli. The document also reviews the five senses and how marketer can affect sensory perceptions. Finally, it analyzes the comprehension process and how marketing elements like brand names, price, advertising and more can influence consumer inferences.

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Chapter 3
From Exposure to Comprehension

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Learning Objectives~ Ch. 3
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 to 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
Marketing stimuli
Factors influencing exposure
– Position of an ad
– Product distribution
– Shelf placement
Selective exposure
– Zipping
– Zapping
Measuring exposure

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Characteristics of Attention
Selective
Capable of being divided
Limited
Under what conditions do you give full attention to
advertising & marketing communication?

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Focal & Nonfocal Attention
Preattentive processing
Hemispheric lateralization
Preattentive processing, brand name liking, & choice

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Pleasant Marketing Stimuli
Attractive models
Music
Humor
What are some other ways to make ads more
pleasant to consumers?

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Surprising
Novelty
Unexpectedness
Puzzles
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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Easy to Process
Stimuli
– Prominent
– Concrete
– Contrasting
Limit amount of competing information
KISS (Keep it simple…)

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Concreteness & Abstractness
Concrete words
– Apple
– Bowl
– Cat
– Cottage
– Diamond
– Engine
– Flower
– Garden
– Hammer
– Infant
– Lemon
– Meadow
– Mountain
– Ocean
• Abstract words
– Aptitude
– Betrayal
– Chance
– Criterion
– Democracy
– Essence
– Fantasy
– Glory
– Hatred
– Ignorance
– Loyalty
– Mercy
– Necessity
– Obedience

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Perceiving Through Vision
Size & shape
Lettering
Color
Color dimensions
Color & physiological responses/moods
Color & liking

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Perceiving Through Hearing
Sonic identity
Sound symbolism

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Perceiving Through Taste
Varying perceptions of what “tastes good”
Culture backgrounds
In-store marketing

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Perceiving Through Smell
Smell & physiological response/moods
Product trial
Liking
Buying

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Perceiving Through Touch
Haptic means touch
Touch & physiological responses/moods
Liking

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Consumers Stimuli Perception
Absolute thresholds
Differential thresholds
– Just noticeable
– Weber’s Law
Subliminal perception & consumer behavior

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Knowledge to Understand:
Comprehension
Objective
Subjective
Miscomprehension
Effects of:
− MAO
− Cultural system
Improving objective comprehension

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Consumer Inference~1
Brand names/symbols inferences
− Misleading names/labels
− Inappropriate/similar names
Product features/packaging
− Product attributes
− Country of origin
− Package design
− Color

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Consumer Inference~ 2
Price
Retail atmospherics/display
Advertising/selling
Pictures
Language
Ethical issues