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