Chapter Four

Exposure, Attention,
and Perception
 Key Concepts
• Consumers’ exposure to marketing stimuli
• Characteristics of attention and sustaining
consumers’ attention in products and marketing
messages
• The major senses of perception and how
consumers’ sensory perception is affected

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 Chapter Overview: Exposure, Attention,
and Perception (Exhibit 4.2)

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 Exposure

“…reflects the process by which the consumer

comes into contact with a stimulus.”

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 Exposure
• Marketing stimuli(different types of ads)
• Factors influencing exposure
– Position of an ad
– Product distribution
– Shelf placement
• Selective exposure
• E.g During Cricket match

– Zipping
– Zapping
• Measuring exposure(reach, frequency and impact
Exposure= reach *frequency

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 Shelf Placement and Manufacturers

“Manufacturers should be ready to meet the

store's criteria for placement (marketing
campaign, slotting fees), have adequate
personnel to cover sales and demos at each
store, and be prepared to give an informed,
effective presentation as to how their product
will increase product category sales.”
E.g – POP
Children products kept on the lower shelf

Source: State of Colorado Department of Agriculture, ,http://www.ag.state.co.us/mkt/fgtp/chapter3.html

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 Why POP???
• To encourage
impulse buying
66% of all purchase
decisions are made at
the store (floor ads in Garuda mall)
• Increasing Ad
avoidance
• Reach the target
audience

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 Why advertisers recommend
POP?

• Triggers recall
• Introduce new product
• Promote sale items
• Provide more information
• Stimulates all five senses

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 Benefits to the Brand

• Brand visibility in multi-brand stores

• Encourages spot purchase
• Gives competitive advantage
• Provides brand recall

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 Benefits to the Retailer

• Easy source of additional revenue

• Shows variety of brands offered

• Makes store look attractive

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 Benefits to the customer

• Gives knowledge of options

• Provides information
• Makes shopping interesting

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 How does it work?

• Manufacturers design and fit advertisements to

retailer’s showroom space.
• Either pays fee or gives discount
• For a fixed time period

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 Shopping cart

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 Window Display

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 Headers/Danglers

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 Pillars

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 Roll up banners

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 Floor Graphics

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 Announcements

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 Digital signage

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 Attention

“…the process by which we devote mental

activity to a stimulus…necessary for
information to be processed…activate our
senses.”

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 Characteristics of Attention

• Selective

• Capable of being divided

• Limited

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 Focal and Nonfocal Attention

• Preattentive processing

• Hemispheric lateralization

• Preattentive processing,
brand name liking, and
choice

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 Hemispheric Lateralization
• Right hemisphere
­ Processing music
­ Grasping visual/spatial
information
­ Forming inferences
­ Drawing conclusions
• Left hemisphere- Processing
units that can be combined:
e.g.,
­ Counting
­ Processing unfamiliar words
­ Forming sentences
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 Hemispheric Lateralization

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 Attention
• Defines customer segments

• Habituation

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 Perception

“…occurs when stimuli are registered by one of

our five senses: vision, hearing, taste, smell,
and touch.

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 Perceiving Through Vision

• Size and shape(vodafone ads in Bus stops)

• Color
• Color dimensions
• Color and physiological
responses/moods
• Color and liking

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 Perceiving Through Hearing

• Sonic identity
• Sound symbolism

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 Titan Mozart

titan.370790FF9BE531FFF60390CAFB9ABC6C03239719&sver=2&expire=1233311383&key=yt1&ipbits=0

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 Hutch Jingle

hutch.6429F955886402228053424797E3B76BCB494BFD&sver=2&expire=1233311755&key=yt1&ipbits=0

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 Cadbury

cadbury.5559E8D63A337EA2D45CF93F85AF64307DE3DD6D&sver=2&expire=1233312104&key=yt1&ipbits=0

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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 and physiological

response/moods
• Perfume, maggi noodles, washing powders

• Product trial (cookies in garuda mall)

• Liking
• Buying

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 Perceiving Through Touch

• Touch and physiological

responses/moods

• Liking

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