Chapter 5 - Attention and Comprehension

Exposure to Information

❖ Critical for consumers’ interpretation processes. ❖ Two types of exposure to marketing information are intentional and accidental exposure. ❖ Levels of intentional exposure to marketing information are rather low. ❖ Most exposures are random that occur as consumers move through their environments and “accidentally” come into contact with marketing information.

Selective exposure to marketing occurs when: ❖ Consumers become more adept at avoiding exposure. ❖ Consumers do not maintain accidental exposure to marketing information.

Attention Processes ❖ Attention implies selectivity. ❖ It connotes awareness and consciousness. ❖ Attention also suggests intensity and arousal.

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Factors Influencing Attention

❖ Affective states (consumers who are in a bad (or good) mood are more likely to notice negative (or positive) aspects of their environment. ❖ Low arousal reduces the amount and intensity of attention. ❖ A state of high affective arousal can narrow consumers’ focus of attention and make attention more selective. ❖ Involvement (Ex. Joe desperately needs a new pair of shoes for a wedding in two days) tend to focus their attention on marketing stimuli that are relevant to their needs (shoe ads and shoe stores) ❖ Motivational state guiding stimuli selection for focal attention and comprehension. ❖ Is determined by the means–end chains activated from memory, related affective responses, and arousal level. ❖ Environmental prominence (Ex. Smell of baking products are exhausted from bakeries onto sidewalks or into malls) ❖ The most prominent marketing stimuli are most likely to attract attention.

Attention Processes - Marketing Implications

❖ Intrinsic