Noteshells03 - 1 Exposure and Attention 2 Outline Overview...

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1 1 Exposure and Attention 2 Outline Overview of information intake Exposure Methods “Mere exposure” effect Attention Selective What tends to draw attention? 3 How do we take in information? External Stimuli Sights Sounds Smells Tastes Touch / Movement Sensory Receptors Eyes Ears Nose Tongue Motion Receptors Attention Comprehension Perception Exposure Behavior
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2 4 Exposure “The process by which the consumer comes into contact with the stimulus.” “Contact” defined loosely “Stimulus” defined loosely Necessary How would you get someone exposed to your new brand… Of toothpaste? Of bake-at-home cinnamon rolls? Of car? 5 Exposure: What options are there? Obvious ads Can take many different forms Here, the intent to persuade, cajole, convert is clear. But, consumers may actively avoid obvious ads. VCRs TiVo and other digital video recorders 6 Exposure: A vicious cycle Advertisers then must try to catch consumers with their guard down. “Unique” ads Strange formats “Advergaming” Strange locations (and captive audiences) Disguised ads: …as editorial content Advertorials, infomercials … as something else But consumers learn to ignore these as well…
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3 7 Exposure: What options are there? (cont’d.) Product trial (can take many forms) Free samples Test drives Other methods of giving people experience with the product In-store (point-of-purchase) displays, announcements, etc. 8 What options are there? (cont’d.) Movies “Classic” example: E.T. and Reese’s Pieces TV shows Video games Product placement 9 The Power of Exposure: “Mere-Exposure” Effects Question: Does increased exposure lead to increased liking? We could explore this with a correlational study:
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Noteshells03 - 1 Exposure and Attention 2 Outline Overview...

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