Voluntary Attention via E-mail Exposure

In session 5 we learned about Exposure Attention and how to promote either Voluntary or Involuntary attention. In this post I will focus on Voluntary Attention, which involves a consumer paying attention to something selective. This action is more likely if the consumer intends to purchase something.

My example is an e-mail I received from Bodybuilding.com where I purchase health and fitness supplements. A few days ago they sent me an e-mail as pictured below.

An e-mail from Bodybuilding.com

The subject line of this e-mail is "Nathan, Are You Running Low On Cellucor - C4 Extreme?" This is effective because it asks a rhetorical question (one step to making a message personally relevant).

The question also connects with the consumer's needs and goals by increasing perceptual vigilance. Following this question is a heading that says "Muscles Can't Run on Empty" and a smaller subheading that says "Don't Let Your Supply Run Dry!". This reminded me of a habit we learned about earlier in the course where as we run out of an item or perishable good we consume it in smaller quantities.

Following the product advertisement are multiple pictures featuring the "ideal" body. Subscribers aspire to identify with the "characters" and situation.