MKT 450: Consumer Behavior - Chapt. 3

Process by which the consumer comes into physical contact w/ a stimulus

Messages communicated by marketing sources; exposed to marketing stimulus at acqusisition, consumption, disposition stages; must ensure messages are portrayed in favorable light.

Affects exposure; greatest when magazine is faced down to expose ad on back cover or at beginning or end of a tv program; commercial-TV shows have product placement w/in show or single ad before and after show.

Consumers control their exposure to mkting stimuli; seek and avoid stimuli

Record tv shows and fast-forward through commercials

Avoid ads by switching channels during commericals; 20% of consumers zap; men zap more than women

Reflects amount of mental energy devoted to a stimulus; a certain amount is needed for info to be perceived


3 characteristics:
1. selective
2. dividable
3. limited

Deciding on what to focus on at one time; overstimulus from exposure of mkt determines what to focus on; less attention on ads seen already

Allocate attention into units toward some tasks; become distracted when one stimulus pulls our attention form another; attention is reduced.

Miss products when paying attention to unfamiliar products

Processing info from peripheral vision w/out being aware; peripheral vision processes objects but unaware of absorbing and processing info

1. stimulus in peripheral vision is a pic or word
2. in right or left visual field

Stimuli in right visual field processed by left hemisphere of brain; vice versa for stimuli in left field and processed in right hemisphere

1. make stimuli personally relevant - appeals to needs; use ministories (dramas) to enhance consumer attention; ask rhetorical questions.
2. Make stimuli pleasant - use attractive models; use music; use humor
3. Make stimuli surprising - unexpectedness; stands out relative to other stimuli
4. Make stimuli easy to process - (1) must be prominent; must stand out from environment, (2) be concrete, not abstract, (3) must contrast relative to background, (4) avoid competing info so it can be processed w/out many surrounding objects.

Stimulus becomes familiar; loses attention-getting ability; consumers adapt to ads so advertisers must swtich packaging or have multiple ads w/ same message.