Chapter Three addresses enhancing consumers’ attention and list several factors that get attention filtered through our senses that result in a product choice. Pick a product and expand upon each of the factors that get attention by providing an example (using the same product throughout your discussion). Also answer the question, “As a marketer, due you thing these tactics work? Why or why not?” as well as “As a consumer, do you think these tactics work to make a buying decision? Why or why not?**Two paragraphs Intensity of Stimuli. All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli. For example, vivid colors can be used to capture a consumer’s attention. Loud sounds, like a loud advertisement, capture more attention than quieter sounds and can create an orientation reflex. ▸▸ Contrast. Contrasting stimuli are extremely effective in getting attention. Contrast occurs in several ways. In days past, a color photo in a newspaper was extremely effective in getting attention. However, today’s newspapers are often filled with color, so a color advertisement is less prominent. A black-and-white image in a magazine filled with color, however, can stand out. Nonconformity can also create attention because of the contrast with social norms.37 Marketers often show people standing out from the crowd as a means of capturing attention for an ad. ▸▸ Movement. With electronic billboards, electronic retail shelf tags and animated web ads, marketers attempt to capture consumer attention by the principle of movement. Items in movement simply gain attention. Flashing lights and “pointing” signage are particularly effective tools for gaining consumer attention. ▸▸ Surprising Stimuli. Unexpected stimuli gain consumers’ attention. Occasionally, retailers replace mannequins with human models. This surprise usually attracts attention. ▸▸ Size of Stimuli. All else equal, larger items garner more attention than smaller ones. Marketers therefore often attempt to have brands appear large in advertisements. This is a reason advertising copy usually features large headlines. ▸▸ Involvement. Involvement refers to the personal relevance a consumer feels towards a particular product. In general, the more personally relevant (and thus more involving) an object, the greater the chance that the object will be attended to. We discuss involvement and comprehension in more detail in the cognitive learning chapter.
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