✓is related to knowledge and familiarity with the product, brand, or promotion ✓Brand familiarity is an ability factor related to attention 3. ✓refers to the capacity of individuals to attend to and process information. Motivation: is a drive state created by consumer interests and needs.Individual factors: are characteristics that distinguish one individual from another Information Quantity: represents the number of cues in the stimulus field.ħ 8 ATTENTION (CONT.) 2.Habituate to it and begin to notice it less. ✓Adaptation level theorysuggests that if a stimulus doesn’t change over time we Product category often motivate more attention. ✓Expectations drive perceptions of contrast. ✓Consumers pay more attention to stimuli that contrast with their background. Position: refers to the placement of an object in physical space or time.Intensity (loudness, brightness, length).Individual that are induced by the environment ![]() Situational Factors (clutter, program involvement): Include stimuli in theĮnvironment other than the focal stimulus and temporary characteristics of the.Individual Factors (motivation, ability): are characteristics which distinguish one.Stimulus Factors: are physical characteristics of the stimulus itself.Attention is determined by three factors:.Processing of incoming stimuli, such as packages seen on store shelves or banner ads Attentionrequires consumers to allocate limited mental resources toward the.Attentionoccurs when the stimulus activates one or more sensory receptor nerves,Īnd the resulting sensations go to the brain for processing.Perception is a process that begins with consumer exposure andĪttention to marketing stimuli and ends with consumer interpretation 3 4 ATTENTION.Discuss how perception can enhance strategies for retailing, branding,Īdvertising, and packaging 1 2 INTERNAL INFLUENCES PERCEPTION.Explain interpretation, the factors that affect it, and the resulting marketing.Explain attention, the factors that affect it, and the resulting marketing.Explain exposure, the types of exposure, and the resulting marketing. ![]()
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