Discuss the concept of mere exposure

Reference no: EM131847255

Question: Research featured in the Journal of Consumer Psychology would seem to suggest that chewing gum or eating makes a consumer completely immune to the effects of advertising. Most advertising relies on fairly simple features, such as a powerful and memorable message or, in many cases, by repeating the advertisement so that the full effects of the mere exposure phenomenon work on the audience. Eating, it would seem, interrupts both of these effects. The advertisement reaches our minds by pre-vocalising the message. We then silently articulate the message to ourselves. The mechanics of chewing something means that the individual creates oral-motor interference.

There are important messages for advertisers to learn if this is truly the case-they should avoid advertising when they know that people might be eating. They should also avoid advertising in social situations; the audience might not be paying attention and they might be eating too.166 The other important message is to avoid advertising around digital content. The audience is pre-vocalizing the content they are interested in and will ignore banner advertisements. The only way advertising will work in these cases is to interrupt the digital content. In your view, does this mean that the concept of mere exposure is no longer applicable as a concept and practice? What does this mean for advertising?

Reference no: EM131847255

Questions Cloud

Effectiveness of product placement vary by product category : Watchdog groups have long decried product placements because they blur the line between content and advertising without adequately informing viewers.

Identify the disadvantages that confront e-mango : Leveraging the Competitive Value of the Internet Physical inventories have always been a major cost component of business.

Write initials in block characters to standard output device : Write your initials in block characters to a standard output device. Design your prototype using the symbol(s) of your choice.

Create an application that displays the given patterns : Create an application that displays the following patterns. You may use any character of your choice to construct the pattern. One possible solution follows.

Discuss the concept of mere exposure : There are important messages for advertisers to learn if this is truly the case-they should avoid advertising when they know that people might be eating.

Create an application that produces three different outputs : Create an application that produces three different outputs using the same phrase. Select your own favorite popular saying for the phrase.

Identify the way the person resolves dissonant elements : Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make.

Recent concerns surrounding glitazones and byetta : Comment on the recent concerns surrounding glitazones and Byetta - what do we look for or monitor?

Determine a plan of care for the patient : Critical thinking case study - Determine a plan of care for the patient using the nursing process

User Account

All Pages