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Chapter 5:
Exposure, Attention
and
Comprehension
The Interpretation Process
Information in the
environment
The Interpretation Process
Information in the
environment
Interpretation
Exposure,attention,
and
comprehension
The Interpretation Process
Information in the
environment
Interpretation
Exposure,attention,
and
comprehension
Knowledge,
meanings and
beliefs
The Interpretation Process
Information in the
environment
Interpretation
Exposure,attention,
and
comprehension
Memory
Product
knowledge
and
involvement
Knowledge,
meanings and
beliefs
EXPOSURE
A consumer’s contact with
information.
EXPOSURE
A consumer’s contact with
marketing information.
Exposure can be
intentional or accidental.
EXPOSURE
Intentional exposure occurs when
consumers purposefully search for
information relevant to a goal or problem
they have.
EXPOSURE
Intentional exposure occurs when
consumers purposefully search for
information relevant to a goal or problem
they have.
Accidental exposure occurs when
consumers unexpectedly encounter
marketing information in their
environments.
EXPOSURE
Selective exposure A consumer’s tendency to avoid
exposure.
EXPOSURE
Selective exposure A consumer’s tendency to avoid
exposure.
As the amount of marketing information
in the environment increases,
consumers become more adept at
avoiding exposure.
EXPOSURE
Marketing implications of
Selective Exposure
Marketers can
• facilitate intentional exposure.
• maximize accidental exposure.
EXPOSURE
Examples of facilitating
intentional exposure
• elaborate product brochures
• well-trained salespeople
• in-store seminars
EXPOSURE
Examples of maximizing
accidental exposure
• increase the number of ads
within an area
• locate retail outlets in hightraffic areas
• place products in movies and
television shows
ATTENTION
Focusing the cognitive
system on information that
is relevant to important
goals and values.
ATTENTION
Factors influencing attention
Affective
State
ATTENTION
Factors influencing attention
Affective
State
Involvement
ATTENTION
Factors influencing attention
Affective
State
Involvement
Environmental
Involvement
ATTENTION
Marketing Implications
Marketers must influence and/or modify:
Personal
sources of
involvement
ATTENTION
Marketing Implications
Marketers must influence and/or modify:
Personal
sources of
involvement
Situational
Sources of
Involvement
ATTENTION
Marketing Implications
Marketers must influence and/or modify:
Personal
sources of
involvement
Situational
Sources of
Involvement
Factors
Affecting
Environmental
Prominence
Vivid pictures and unusual images enhance
environmental prominence.
In Las Vegas, a single sign has difficulty
attracting attention.
COMPREHENSION
The cognitive processes by
which consumers
understand or make sense
of their own behaviors and
relevant aspects of their
environment.
COMPREHENSION
Variations in Comprehension
1. Extent of automatic processing
Highly
automatic; little
conscious
awareness
More
controlled;
greater
awareness
COMPREHENSION
Variations in Comprehension
2. The level of comprehension
Shallow: focus
on concrete,
tangible
meanings
Deep; focus on
more abstract
meanings
COMPREHENSION
Variations in Comprehension
3. The extent of elaboration
Less elaborate;
fewer meanings
More elaborate;
more meanings
COMPREHENSION
Variations in Comprehension
4. Effect on memory
Lower recall;
weaker memory
Greater recall;
stronger
memory
COMPREHENSION
Inferences
Beliefs or knowledge that are
not based on information
directly present in the
environment.
COMPREHENSION
Inferences
Beliefs or knowledge that are
not based on information
directly present in the
environment.
Inferences are heavily influenced by
consumers’ knowledge that is activated
during comprehension.
COMPREHENSION
Variations
in Comprehension
Factors
Influencing
Comprehension
Knowledge
in Memory
COMPREHENSION
Variations
in Comprehension
Factors
Influencing
Comprehension
Knowledge in
Memory
Involvement
COMPREHENSION
Variations
in Comprehension
Factors
Influencing
Comprehension
Knowledge
in Memory
Involvement
Exposure
Environment
COMPREHENSION
Marketing Implications
Knowledge & Involvement
Marketers should design their
messages to fit consumer’s knowledge
structures and involvement.
COMPREHENSION
Marketing Implications
Remembering
Marketers try to get consumers to
remember certain key meanings
associated with their marketing
strategy.
COMPREHENSION
Marketing Implications
Miscomprehension of Marketing
Information
People miscomprehend an average of
20 to 25 percent of the information they
encounter.
COMPREHENSION
Marketing Implications
Exposure Environment
Aspects of the environment in which
exposure to marketing information
occurs can influence consumers’
comprehension processes.
INTERPRETATION
An ongoing process of making sense of the
decision environment – the central function
being meaning creation.
This includes, exposure, attention and
comprehension.
Relationships among exposure, attention, &
comprehension
Exposure
Relationships among exposure, attention, &
comprehension
Yes
Exposure
No
Relationships among exposure, attention, &
comprehension
Yes
Focused
attention
Exposure
Unconscious
attention
No
Relationships among exposure, attention, &
comprehension
Yes
Focused
attention
Deep
comprehension
(abstract,
personal
meanings)
Shallow
comprehension
(concrete
meanings)
Exposure
Unconscious
attention
No
Very shallow
comprehension
(recognition)
Relationships among exposure, attention, &
comprehension
Yes
Focused
attention
Deep
comprehension
(abstract,
personal
meanings)
Shallow
comprehension
(concrete
meanings)
Exposure
Unconscious
attention
No
Very shallow
comprehension
(recognition)
Elaborate
Not
Elaborate
Elaborate
Not
Elaborate
Not
Elaborate