Question

Surprising stimuli can affect consumers’ processing of that stimuli in both good and bad ways. Describe two things that make a stimulus surprising and their effects on consumers.

Answer 1

Stimulus can be made surprising by using novelty. Consumers are likely to take notice of stimuli that is unique because that will stand out from others. Although novel stimuli can attract positive attention from consumers, too much novelty maybe rejected and therefore the product should be marketed accordingly. Another strategy for making a stimuli surprising is by increased unexpectedness in terms of its placement or content. This can evoke curiosity among consumers and encourage them to analyse the stimuli to make better sense of it.