Exposure and consumer behavior - exposure: the process by which the consumer comes in physical contact with a stimulus. - market stimulus: information about offerings communicated either by the marketer(such as ads, Facebook messages, salespeople, brand symbols, packages, prices) or by nonmarketing sources(such as word of mouth, news media, consumer view of a product). Factors Influencing Exposure ·personal relevance ·the position of an ad within a medium : -consumers’ exposure to magazine ads is greatest when they appear on inside cover(next to the table of contents) or on the back cover because the ads are in view whenever the magazine is placed face down. - also, consumers are most likely to be exposed to ads placed next to articles or within TV programs that interest them. - exposure to commercial is greatest when they air at the beginning or end of a commercial break with a program, because consumers are still involved in the program or are waiting for the program resume. · Product distribution and shelf placement : -can affect consumers’ exposure to brands and packages. -the more stores carrying the product or brand, the greater likelihood of consumers will encounter them. -product displayed at the end of an aisle or placed from waits to eye level get more exposure than those in other positions. -sales of some products increase because of their higher exposure in displays at checkout counters in supermarket, automotive stores, and restaurants.
Selective exposure ·what is selective exposure 选 择 性 接 触 ? Consumers can selectively control what marketing stimulus they view ·consumers can and do actively seek out certain stimuli and avoid or resist 抵抗 others. ·one reason consumers want to avoid ads is that they are exposed to so many that they cannot possibly process them all. ·consumers avoid ads for product categories they do not use ·avoid ads they have seen before because they know what the ads will say · consumers’ avoidance of marketing stimuli is a major problem for marketing , such as zipping, zapping. Skipping, etc. - zipping : fast-forwarding through 快 进 commercials on a program recorded earlier. Even if zipping occurs, an ad with extensive brand information in the center of the screen can have a positive influence on brand attitude ( consumers zip through up to 75% of the ads in recorded shows) Also, despite zipping, prior exposure to an ad improves consumers’ recall of the message but increases consumers’ tendency to avoid previously seen ads. - zapping 跳过广告节目 : use of a remote control to switch channels during commercial breaks 商 业 广 告 . Approximately 20 % of consumers zap at any one time; more than two-thirds of households with cable TV zap regularly. Men zap more than women do.
You've reached the end of your free preview.
Want to read all 165 pages?