Exposure Flashcards
Walmart 5X5
customers should identify brand in 5 seconds, standing 5 minutes from the shelf
Exposure, attention, perception in the decision making process
Exposure is CONTACT
Attention is FOCUS
Perception is COMPREHENSION
Exposure: good and bad
Bad: advertising clutter (ads on eggs)
Good: product placement (reeses pieces in et)
The Effects of Repeated Exposure
Mere exposure effect (positive habituation)
But: Boredom (negative habituation)
Need to avoid advertising wearout
–same message, different delivery (Geico)
Attention
Process by which an individual allocates part of his or her cognitive resources (mental activity) to a stimulus Properties: Selective Capable of being divided Limited
Types of Attention
Voluntary
Paying attention to something selective
More likely if consumer intends to purchase something
High involvement
Involuntary
Something grabs our attention, departs from expectation, is novel
How to Grab Consumer’s Attention?
Promote Voluntary Attention
Connect with consumers’ needs and goals (increasing perceptual vigilance)
Make the message personally relevant Identify with characters and situation Sensory, temporal, and spatial proximity Rhetorical questions or Promote Involuntary Attention Make it move Make it change (fast) quick-cut commercials Make it bigger Make it more intense (contrast) Loud volume, bright colors Surprise them Unexpected or incongruent ads or packaging Encourages elaboration Put in the right spot Shelf at the grocery store? Where in the magazine? Use sex appeal Make it funny Create a less cluttered environment Isolation Use vivid imagery Concrete Easy to imagine
Gestalt Psychology
(the closure principle)
Zeigarnik effect: a psychological tension is motivating until the intended task is fully executed ie finish what we started
Figure-ground principle: is it a cup or a face…identifying a figure from the background. For example, you see words on a printed paper as the “figure” and the white sheet as the “background”.
