 However, when we try to apply this same model to existing customers we need to modify our understanding somewhat. From the company's perspective, each of these zones defines an objective that the organization is trying to accomplish. They reflect the company's ability to impart an ever-deepening awareness onto the consumer's psyche. From the consumer's perspective, these zones and objectives look quite different. Explaining these zones in a different way will provide some additional insight into the nature of the consumer's true relationship with and loyalty to the company. Chapter 18 Emotional Investment Zones Analysis The level of attention consumers are investing changes as they move between zones. In the Background - Awareness Awareness, though important, does not require much emotional investment on the consumer's part: see an advertisement, take quick note of the company's presence, and get back to the job at hand. Awareness defines much morethananon/offswitchthatacknowledges that the company exists. It is that background level of recognition that consumers have that the company exists and is a viable entity in their consciousness. In a sense, the consumer's emotional investment in awareness is almost completely subliminal. Low-Level Attention - Familiarity Familiarity, too, indicates more than the fact that the consumer knows what you sell and what your corporate logo looks like. Familiarity defines a level of intimacy that the consumer associates with your organization. Consumer familiarity is the sense that consumers have of how well they know who you are, what you stand for, and how you will help them. It therefore involves more conscious and emotional investment on the part of the consumer than awareness, but it is still mostly a background, subconscious activity. Conscious Awareness - Preference As we move from familiarity to preference, however, the consumer's emotional and psychological participation steps up dramatically. To have a preference one must think and analyze, and review and make choices