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Consumer Information Processing MKT 846 Professor West Agenda A look at advertising with consumers in mind… A Simple Model of Communication Essentials of Information Processing The Role of Attitude Formation and Change Elaboration Likelihood Model Advertising Through the Eyes of the Consumer Brand Contacts Every exposure has the potential to provide new information Determine how a consumer or customer feels about a brand The firm controls only a few of these contacts planned vs unplanned Signs on Stores Personal Experience News Stories Advertising Litter in Street McDonald’s Word-of-Mouth Employees PR Characters Basic Communication Model Nois e Seder Message Receiver Feed bac Field of Experiece Field of Experiece k How Consumers Process Information Stages of Information Processing: Retention nsion Acceptan ce/ Yielding Selective Comprehe nsion Selective Acceptan ce Selective Retention Comprehe Exposure Selective Selective Exposure Attention Perception: Selective Attention Theory of Reasoned Action Fishbein & Azjen Evaluation of Product Attributes Brand Beliefs Overall Product Evaluation Social Norms Intention To Buy Behavior Attitude Measurement Multi-attribute Attitude Model: n Ao = S Bi x Ei i =1 where, Ao = attitude toward the brand Bi = beliefs about the brand’s performance on attribute i Ei = importance attached to attribute i n = number of attributes considered Attitude Change Elaboration Likelihood Model – Examines how consumers process advertising messages Cognitive Responses that occur while reading, viewing, or listening to an ad are captured. Product/message related thoughts Source-oriented thoughts Supporting arguments and Counterarguments Source Bolstering and Source Derogation Ad execution thoughts The Reactions or feelings toward the ad frequency and nature of responses determine whether attitude change has occurred Persuasive Communication Motivated to No Process? •Involvement •Relevance, Yes No etc. Ability to Process? •Issue familiarity Yes •Arousal, etc. Nature of Cognitive Processing Mostly Mostly Mostly Favorable Unfavorable Thoughts Thoughts Temporary attitude shift Yes Peripheral cue present? •Source characteristics •Visual imagery •Executional elements No Neutral Retain Thoughts Initial attitude Cognitive No Structure Change •New cognitions Yesadopted Yes •Different Elaboratio Persuasion: responses Boomerang: enduring positive enduring negative attitude change attitude change Likelihood M Storage & Retrieval of Information Incoming Information Exposure Sensory Register Attention Signal Strength Pertinence Short Term Memory Encoding (Rehearsal) Retention Retrieval (Cues) Long Term Memory Next Time… Read Chapters 4 -5 Team Proposal is Due on Monday