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    CHAPTER 3 From Exposure To Comprehension

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    Ruby De Grano
    The document discusses key concepts related to how consumers are exposed to and process marketing stimuli. It covers factors that influence exposure, how marketers try to attract and sustain consumer attention, and the major senses involved in perception. Finally, it describes the process of comprehension, where consumers extract meaning from stimuli based on what they already know. Marketers aim to facilitate objective and subjective comprehension of messages while minimizing miscomprehension.

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    CHAPTER 3 From Exposure To Comprehension

    Uploaded by

    Ruby De Grano
    446 views15 pages
    The document discusses key concepts related to how consumers are exposed to and process marketing stimuli. It covers factors that influence exposure, how marketers try to attract and sustain consumer attention, and the major senses involved in perception. Finally, it describes the process of comprehension, where consumers extract meaning from stimuli based on what they already know. Marketers aim to facilitate objective and subjective comprehension of messages while minimizing miscomprehension.

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    CHAPTER 3 from exposure to comprehension

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    The document discusses key concepts related to how consumers are exposed to and process marketing stimuli. It covers factors that influence exposure, how marketers try to attract and sustain consumer attention, and the major senses involved in perception. Finally, it describes the process of comprehension, where consumers extract meaning from stimuli based on what they already know. Marketers aim to facilitate objective and subjective comprehension of messages while minimizing miscomprehension.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    446 views15 pages

    CHAPTER 3 From Exposure To Comprehension

    Uploaded by

    Ruby De Grano
    The document discusses key concepts related to how consumers are exposed to and process marketing stimuli. It covers factors that influence exposure, how marketers try to attract and sustain consumer attention, and the major senses involved in perception. Finally, it describes the process of comprehension, where consumers extract meaning from stimuli based on what they already know. Marketers aim to facilitate objective and subjective comprehension of messages while minimizing miscomprehension.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    CHAPTER 3: FROM EXPOSURE

    TO COMPREHENSION

    Prepared by: Ruby-Lyn T. De Grano


    LEARNING OBJECTIVES”
    • Discuss why marketers are concerned about consumers’ exposure to
    marketing stimuli and what tactics they use to enhance exposure.
    • Explain the characteristics of attention and how marketers can try to attract
    and sustain consumers’ attention to products and marketing messages
    • Describe the major senses that are part of perception and outline why
    marketers are concerned about consumers’ sensory perceptions
    • Discuss the process of comprehension, and outline how marketing-mix
    elements can affect consumer inferences about products and brands.
    EXPOSURE AND CONSUMER
    BEHAVIOR
    EXPOSURE- the process by which the consumer comes in physical contact
    with a stimulus
    MARKETING STIMULI- information about offerings communicated either
    by the marketer (such as ads) or by non marketing sources (such as word of
    mouth)
    FACTORS INFLUENCING EXPOSURE

    • Position of an ad within a medium can affect exposure


    • Product distribution
    • Shelf placement
    SELECTIVE EXPOSURE

    SELECTIVE EXPOSURE - consumers can selectively control what marketing


    stimuli they view
    ZIPPING – Fast-forwarding through commercials on a program recorded
    earlier
    ZAPPING – use of a remote control to switch channels during commercial
    breaks
    ATTENTION AND CONSUMER
    BEHAVIOR
    • ATTENTION – how much mental activity a consumer devotes to a stimulus
    CHARACTERISTICS OF ATTENTION
    • attention is limited
    • Attention is selective
    • Attention can be divided
    CHARACTERISTICS OF ATTENTION

    CHARACTERISTICS EXAMPLE
    Limited – consumers may miss some stimuli, While watching TV with friends, a consumer may
    especially when in unfamiliar surroundings reduce the volume to pay more attention to what
    friends are saying

    Selective – consumers decide what to focus on at Shoppers cannot focus on every display or product
    any one time, choosing not to focus on or mentally in a store, so they must decide which they will pay
    process other stimuli more attention

    Divided – consumers can allocate some attention While paying attention to their driving, consumers
    to one task and some to a different task can also notice ads on billboards posted along the
    highway
    STEPS TO ATTRACT CONSUMERS
    • MAKE STIMULI PERSONALLY RELEVANT – appeal to needs, values,
    emotions, or goals.
    • MAKE STIMULI PLEASANT – using attractive model, using music, using
    humor
    • MAKE STIMULI SURPRISING – using novelty, using unexpectedly, using
    puzzle
    • MAKE STIMULI EASY TO PROCESS –
    FOUR CHARACTERISTICS MAKE A
    STIMULI EASY TO PROCESS
    • PROMINENT STIMULI- stand out relative to the environment because of
    their intensity
    • CONCRETE STIMULI- easy to process than abstract. The stimulus is
    capable of being imagined
    • AMOUNT OF COMPETING STIMULI – easier to process when few
    things surround it to compete for your attention
    • CONTRAST WITH COMPETING STIMULI – colored newspaper ads
    stand out because they are surrounded by black and white
    PERCEPTION AND CONSUMER BEHAVIOR
    • PERCEPTION – the process of determining the properties of stimuli using
    vision, hearing, taste, smell and touch
    PERCEIVING THROUGH VISION
    • Size and shape
    • Lettering
    • Image location on package
    • Color
    • Effects of color on physiological responses and moods
    • Color and liking
    PERCEIVING THROUGH HEARING
    • Sound represents another form of sensory input. Perception on sounds
    depends on its intensity. Consumers are more likely to notice loud music or
    voices and stark noises
    PERCEIVING THROUGH TASTE
    • Low-calorie and low-fat products is to provide healthier foods that still taste
    good
    PERCEIVING THROUGH SMELL
    • Effects of smells on physiological responses and moods
    • Smells and product trial
    • Smell and liking
    • Smell and buying
    PERCEIVING THROUGH TOUCH
    • Consumers like some products because of their feel. Some consumers buy
    skin creams and baby products for their soothing effects on the skin. When it
    comes to clothing consumer prefer goods they can touch.
    COMPREHENSION AND CONSUMER
    BEHAVIOR
    • COMPREHENSION- the process of extracting higher-order meaning from
    what they perceived in the context of what they already know.
    • SOURCE IDENTIFICATION – the process of determining what the
    perceived stimulus actually is. ( more details on chapter 4)
    MESSAGE COMPREHENSION
    Once we have identified the source as a marketing message and determined what
    product or brand is involved we can start to comprehend its message. Marketers are
    concerned with;
    • Objective(accurately understands) and subjective (regardless if understanding is
    accurate) comprehension of messages
    • The possibility of miscomprehension
    • The effect of motivation, attitude, and opportunity on comprehension
    • The effect if culture

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