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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