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Exposure, Attention,
and Perception
• Marketing stimuli
• Factors influencing exposure
– Position of an ad
– Product distribution
– Shelf placement
• Selective exposure
– Zipping
– Zapping
• Measuring exposure
Copyright © Cengage Learning. All rights reserved. 3|5
Attention
“…the process by which we devote
mental activity to a stimulus…necessary
for information to be
processed…activate our senses.”
• Selective
• Capable of being
divided
• Limited
• Preattentive processing
• Hemispheric
lateralization
• Preattentive processing,
brand name liking, and
choice
• Personally relevant
• Pleasant
• Surprising
• Easy to process
• Attractive models
• Music
• Humor
• Novelty
• Unexpectedness
• Puzzles
• Stimuli
– Prominent
– Concrete
– Contrasting
• Limit amount of competing information
• Sonic identity
• Sound symbolism
• Absolute thresholds
• Differential thresholds
– Just noticeable
– Weber’s Law
• Subliminal perception and
consumer behavior