臺大消費者行為cb 07 perception-文庫吧
2025-02-25 15:26 本頁面
【正文】 actively seek certain stimuli and actively avoid others. Zipping（快轉(zhuǎn)） and Zapping （跳臺） Selective exposure reduces the size of audience being reached 0410 7 How Can We Increase Consumers’ Exposure? “ Roadblocking”you can run, but you can’t hide! Repetition Wide presence 0410 8 Overexposure Habituation: when a stimulus bees so familiar/ordinary that it loses its attentiongetting ability Advertising wearout: describes ads that lose their effectiveness because of overexposure One solution to wearout involves varying advertisement execution 0410 9 Attention Attention: the amount of thinking focused in a particular direction Before panies can expect to get consumers’ money, they must get their attention With attention, products get into consumers’ consideration sets 0410 10 Characteristics of Attention Attention is selective Attention can be
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