Download Attention and Comprehension Chapter 5

Chapter 5
Attention and
Comprehension
Exposure to Information
5-2
Exposure to Information cont.
• Exposure to information
– Critical for consumers’ interpretation processes
– Two types of exposure to marketing information
• Intentional
• Accidental
– Goal-directed search behavior by consumers
– Levels of intentional exposure to marketing
information are rather low
5-3
Exposure to Information cont.
– Marketing information is everywhere in the
consumer-oriented environments of most
industrialized countries
– Selective exposure to information
5-4
Exposure to Information cont.
– Marketing implications
•
•
•
•
Facilitate intentional exposure
Maximize accidental exposure
Create appropriate level of exposure
Maintain exposure
5-5
Attention Processes
• Attention implies selectivity
• Attention connotes awareness and
consciousness
– Conscious
– Alert
– Aroused
5-6
Attention Processes cont.
– Variations in attention
• Preconscious attention
• Focal attention
• Differences in levels of attention
5-7
Attention Processes cont.
5-8
Attention Processes cont.
• Factors influencing consumers’ attention
– Affective states
• Can influence attention processes
– Involvement
• Motivational state guiding stimuli selection for focal
attention and comprehension
5-9
Attention Processes cont.
– Environmental prominence
• Marketers try to make their stimuli prominent features
in the environment
• Marketing implications
– Intrinsic self-relevance
• Why do consumers find a product to be selfrelevant?
5-10
Attention Processes cont.
– Situational self-relevance
• Generates higher levels of involvement and
motivation to attend to marketing information
– Factors affecting environmental prominence
• Vivid pictorial images
• Novel or unusual stimuli
• Clutter
5-11
Comprehension
• Interpretation processes by which
consumers understand or make sense of
their own behavior
5-12
Comprehension cont.
5-13
Comprehension cont.
• Variations in comprehension
– Automatic processing
• Unconscious
• Automatic
– Level
• Shallow
• Deep
5-14
Comprehension cont.
– Elaboration
• Less
• More
– Memorability
• Inferences during comprehension
– Interpretations that produce knowledge of
beliefs that go beyond the information given
– Roll in the construction of means-end chains
– Influenced by consumers’ existing knowledge
and memory
5-15
Comprehension cont.
– Consumers use cues in making inferences
– Marketers sometimes try to stimulate
consumers to form inferences during
comprehension
• Factors influencing comprehension
– Knowledge in memory
• Expert consumers
• Novice consumers
5-16
Comprehension cont.
– Need to understand existing knowledge
structures of target audience to develop
effective marketing strategies that can be
comprehended by consumers
– Involvement
• Involvement at the time of exposure has a major
influence on consumers’ motivation to comprehend
marketing information
5-17
Comprehension cont.
– Exposure environment
• Can affect consumers’ opportunity to comprehend
marketing information
• Factors
– Time pressure
– Consumers’ affective states
– Distractions
5-18
Comprehension cont.
• Marketing implications
– Knowledge and involvement
– Remembering
– Miscomprehension of marketing information
– Exposure environment
5-19
Summary
• Discussed behavioral process of exposure,
by which consumers come into contact with
marketing information
• Emphasized the interrelated cognitive
process of attention and comprehension
• Learned that exposure to marketing
information can occur by accident or as a
result of an intentional search for information
5-20
Summary cont.
• Noted that once exposure has occurred the
interpretation processes of attention and
comprehension begin
• Considered that attention and
comprehension are strongly influenced by
two internal factors – the knowledge
structures activated in the exposure
situation and the level of consumers’
involvement
5-21
Summary cont.
• Noted that designing and implementing
successful marketing strategies require that
marketers consider three issues associated
with three processes
5-22