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Exposure, Attention, Perception and Comprehension

4 important questions on Exposure, Attention, Perception and Comprehension

Consumers firstly have to be exposed to marketing stimuli to be able to pay attention to it. Exposure is the first step before attention, perception and comprehension. There are several factors influencing exposure. What are these?

Position of an ad within a medium: ads higher on the search list generate more exposure, ads on a specific page of a magazine generate more exposure.
Product placement: a form of advertising where a business will pay to have its product prominently displayed in a piece of art.
Product distribution: In how many stores is the product visible?
Shelf placement: Where your product is located on a brick-and-mortar retail store shelf.

Cord-cutting (dropping cable or satellite tv) is a form of selective exposure that consumers use. This is a big challenge for marketers. Why do consumers involve in selective exposure and what is it?

Selective exposure is when consumers actively seek out certain stimuli and avoid or resist others. Consumer do this because:
- They cannot focus on all of the many stimuli they are exposed to
- The ads are not personally relevant
- They have seen the ads before
When consumers avoid stimuli they find distracting—such as online ads located near content they want to focus on— they
are likely to form negative attitudes toward those brands

Exposure is about whether consumers encounter a stimulus. After successful exposure, attention is the next step. What is meant by the term 'attention economy'?

Attention is the amount of mental activity a consumer devotes to a stimulus. The term attention economy refers to the fact that marketers compete with one another for consumers’ attention, and that attention is becoming one of the scarcest resources that consumers now have.

One of the four characteristics of attention is that it is subject to habituation: a stimulus loses its attention-getting abilities because of its familiarity. What do marketers do to avoid this phenomenon?

They alter the stimulus periodically. Eg, they develop multiple ads that communicate the same message but in different ways and with different media, of they change packaging or rearrange retail stores.

The question on the page originate from the summary of the following study material:

Consumer Behavior | 9780357721292 | Wayne D Hoyer, et al

View summary

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