MKTG 207 Lecture Notes - Lecture 1: Classical Conditioning
Document Summary
Attention is when one or more sensory receptors are activated by the stimulus, resulting in sensations that go to the brain for processing. There are three factors that determine attention: the stimulus, he individual, and the situation. Marketers use the knowledge of the effects of these factors and use the individually or in a combination to capture consumers" attention. There are many stimulus factors that can be used to attract attention such as size, intensity, attractiveness of visuals, color and movement, isolation, format, contrast and expectations, interestingness, and information quantity. There can be problems with each one of these stimulus factors. When it comes to size, smaller stimuli are less likely to be noticed. With intensity, the repetitive use of an ad can lead to attention reallocation. Attractive visuals can take the focus off of other aspects such as the brand or the selling point. If colors are dull and the movement stagnant, then it will also draw less attention.
