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Information . . . . . .is the content of what is exchanged with the outer world as we adjust to it and make our adjustment felt upon it.. . . allows us to adapt to and even influence the world around us.
Information Processing . . .
. . . is the process through which consumers are exposed to information, attend to it, comprehend it, place it in memory, and retrieve it for later use.
Perception . . .
. . . is the process through which individuals are exposed to information, attend to the information, and comprehend the information.
Three Stages of Perception
Exposure stage - consumers receive information through their senses.
Attention stage - consumers allocate processing capacity to a stimulus.
Comprehension stage - consumers organize and interpret the information to obtain meaning from it.
Consumer Involvement . . .
. . . is the perceived personal importance and/or interest attached to the acquisition, consumption, and disposition of a good, service, or idea.
As involvement increases, the consumer has greater motivation to comprehend and elaborate on information.
Several factors influence the level of the consumer’s involvement: Type of product being considered; Characteristics of the communication
received by the consumer; Characteristics of the situation within
which the consumers is operating; Personality of the consumer.
Two Main Types of Consumer Involvement
Situational - Occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken.
Enduring - Occurs when consumers show a consistent high-level of interest in a product and frequently spend time thinking about the product.
Involvement Has Multiple Dimensions:
Hedonic importance Self-expressive
importance
Practical relevance Purchase risk
As Involvement Levels Increase:
Consumers tend to process more in-depth information
General increase in arousal levels Consumers are likely to give more diligent
consideration to information relevant to the particular decision
More likely to be an extended decision-making process
Bottom Line on Involvement You must know the level of involvement of
your customers. Measure the level of enduring involvement. May identify multiple consumer segments.
High involvement versus low involvement segments. Will target with different promotions.
High involvement segments may be early adopters.
Moderating Effects of Involvement
Ad Liking
High
Low
Low HighNeed for Cognition
Emotional Ad
Informational Ad
The Exposure Stage Exposure to a stimulus is the first step
in the processing of information. The sensory organs are activated and
the entire mechanism of information processing can begin.
Influencing a customer is done by exposing consumers to information through marketing communications.
Zapping, or channel surfing, with the television remote control is a problem for advertisers.
Industrial: blocked by secretary, messages not returned, etc.
The Study of Sensation . . .
. . . investigates the way people react to raw sensory information received through their sense organs.
Subliminal Perception . . .A. Refers to presenting a stimulus below the level of conscious awareness in an attempt to influence behavior and feelings.B. Does it work? parallel systems, so may impact broad emotions.C. Incidental learning is much more important.
The Just Noticeable Difference Threshold (JND) . . .A. . . . is the minimal amount of
difference in intensity of a stimulus that can be detected 50% of the time.B. Examples: changing size of package, changing taste, changing the quality of sound, or touch, or smell of product.
Weber’s Law and the JND
Weber's Law states that as the intensity of the stimulus increases, the ability to detect a difference between the two levels of the stimulus decreases.
JND--Just Noticeable Difference JND = Intensity X Constant (.20 rule of
thumb) How much to lower price of $20,000 car?
Is pricing JND? No!! Is “just meaningful difference.”
Consumer Adaptation . . .
. . . is the amount or level of the stimulus to which the consumer has become accustomed.
A reference point to which changes in the level of the stimulus are compared.
The Butterfly Curve . . . . . . is the idea that something slightly different may be perceived more positively.
AL
Liking
Stimulus intensity
High
Low
The Attention Stage
Before consumers can comprehend and remember information, they must first attend to it. Attention involves the allocation of
cognitive capacity to an object or task so that information is consciously processed.
The more demanding the task, the greater amount of attention will be focused on it.
Types of Attention
Preattention is an unconscious process in which consumers automatically scan the features of the environment.
Attention can be voluntary or involuntary. Selective attention is voluntarily selectively
focusing on relevant information. Orientation reflex is the involuntary reflex of
when something surprising or novel is presented one turns toward and allocates attention to it.
Capturing Customers’ Attention
Goal is to activate the orientation reflex by creating stimuli that surprise, threaten, annoy,or violate the expectation of consumers.
The Comprehension Stage . . .
. . . is the process in which individuals organize and interpret information
Perceptual organization is the way people perceive the shapes, forms, figures, and lines in their visual world.
Interpretation process is how people draw upon their experience, memory, and expectations to attach meaning to a stimulus.
Perceptual Organization
Gestalt psychologists attempted to identify the rules that govern how people take disjointed stimuli and make sense out of them. The anal retentive artist--Esher.
Semiotics . . .
. . . is the analysis of how people obtain meaning from signs
Signs are the words, gestures, pictures, products, and logos used to communicate information from one person to another.
Eskimo Joe’s—symbolizes cold beer and fun times. It’s t-shirts are reputed to be the 2nd best selling in the world after Hard Rock Cafe