Question One. Chapter 3 Reading Question 1.
According to Solomon, the first stage of perception is exposure. He says that “Exposure occurs when a
stimulus comes within the range of someone’s sensory receptors. Consumers concentrate on some
stimuli, are unaware of others, and even go out of their way to ignore some messages.” The example he
uses is the evolution of the Pepsi cola logo. It goes from very hard to read in 1989 to very easy to read
and simple in 1962. My original example would be the State Farm logo. (Link to source here) . You can
see below that the logo went from focusing on just auto insurance in the 1920s to the circle of three
products, auto/fire/life, to now just the word State Farm with three blank red circles.
Stage two is Attention. He says that “Attention refers to the extent to which processing activity is
devoted to a particular stimulus.” In a world of sensory overload, it’s important to grab the attention of
your audience without overloading them. One example he gives is that we might lose an arm because
we’re so wrapped into listening to music on a subway platform. I’d agree. For us in Arkansas, we are
probably more apt to crash our car from distracted driving—texting, or run into someone while looking
