Sensory Adaptation affects Advertising Effectiveness. Sensory adaptation is a phenomenon that occurs when consumers get exposed to one ad for a long period the ad no longer provides sensory input to be noted. It is a reduction in sensitivity to a stimulus after constant exposure to it.
What is Sensory Adaptation?
Sensory adaptation is a reduction in sensitivity to a stimulus after constant exposure to it. While sensory adaptation reduces our awareness of a stimulus, it helps free up our attention and resources to attend to other stimuli in our environment.
All five senses can experience sensory adaptation. Our senses are constantly adjusting to what’s around us, as well as to us individually and what we are experiencing, such as aging or disease. It is important to note that sensory adaptation does not occur with pain perception.
How does Sensory Adaptation affect Advertising Effectiveness?
Sensory adaptation can be described as a problem that develops disinterest in the mind of the consumer against any particular advertisement.
Therefore, consumer avoids watching that advertisement because it stops them to give sensory.
It is a phenomenon that occurs when consumers get exposed to one ad for a long period that the ad no longer provides sensory input to be noted.
Therefore, it causes a head-ace to marketers in developing new ads and campaigns, because if they don’t then consumers will get too adapted to the current ads and campaigns that they will no longer see them.
How marketers can overcome the problem of Sensory Adaptation
some of the ways marketers apply to overcome the problem and increase sensory inputs are:
(1) experiential marketing, that is, providing consumers the chance to try the product.
(2) sophisticated inserts and pop-ups, for instance, a small sample of perfume or shampoo inside a magazine.
(3) ambush advertising, that is, placing ads in places where consumers can not avoid them.