Consumer Behavior Making Contact参考.ppt

Attention The size or capacity of short-term memory is also limited Size of short-term memory is measured in informational chunks, a grouping of information that can be processed as a whole unit Capacity varies from 4 to 7 chunks Disclosing more product information may actually confuse consumers rather than help them Grabbing Consumers’ Attention Consumers are bombarded with product information and advertisements each day Companies have the formidable task of breaking through the clutter to attract consumers’ attention Grabbing Consumers’ Attention Connect with consumers’ needs People are attentive to stimuli perceived as relevant to their needs Gaining consumers’ attention might require reminding them of their needs Grabbing Consumers’ Attention Use permission marketing: asking consumers for their permission to send them product-related materials Connect with consumers’ needs People are attentive to stimuli perceived as relevant to their needs Gaining consumers’ attention might require reminding them of their needs Gaining Consumers’ Permission Grabbing Consumers’ Attention Pay consumers to pay attention Grabbing Consumers’ Attention Getting attention with motion Stimuli in motion are more likely to attract consumers than stationary ones POP displays may use moving parts and ads may use simulated motion Pay consumers to pay attention Grabbing Consumers’ Attention Use isolation Place only a few stimuli in an otherwise barren perceptual field Getting attention with motion Stimuli in motion are more likely to attract consumers than stationary ones POP displays may use moving parts and ads may use simulated motion Pay consumers to pay attention Grabbing Consumers’ Attention Larger ads and larger pictures within those ads tend to grab more attention than smaller ones Products have a greater chance of being noticed as the size or amount of shelf space allotted to them increases Make it bigger Grabbing Consumers’ Attention Larger ads and larger pictures within those ads