Mar 3503 Lecture 8: Ch 5 Part 1 Notes
Document Summary
Two types of exposure to marketing information. Levels of intentional exposure to marketing information are rather low. Most exposures are random that occur as consumers move through their environments and. Consumers become more adept at avoiding exposure. Consumers do not maintain accidental exposure to marketing information. Making sure appropriate marketing information is available when and where consumers want it. Placing product information in environmental settings to the appropriate target groups of consumers. Generating enough attention and interest so that consumers can maintain exposure for 30 seconds. Selecting from a large set of information and ignoring other information. Consumers must be somewhat alert and aroused to consciously attend to something. Level of alertness can influence how intensively consumers process the information. When arousal is low, attention and comprehension suffer. 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.
