Consumer Behavior: Information Processing PDF

Information Processing 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. Three Important Factors Influence Information Processing:  Perception  Involvement...

Information Processing 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. Three Important Factors Influence Information Processing:  Perception  Involvement  Memory Consumer Information Processing Model Information input Exposure Involvement Attention Memory Comprehension 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.  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. Sensation Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, sound, odors, and textures. Sensation & Stimuli  External stimuli, or sensory inputs, can be received on a number of channels (e.g. see a billboard, hear a jingle, taste a drink , smell a perfume, feel the warmth of a cashmere sweater) Color impact Lower-income consumers prefer bright, gaudy colors (bright shades of red, purple etc.); Higher-income people like complex colors (gray-green with a hint of blue); Wealthiest 3 percent like black and burgundy. A color preference survey of 5000 adults found red, blue, and black to be the favorite colors for clothing. White is associated with notions of purity The color red is generally considered eye catchy and wakening. Rich use of color Color as the brand name Sound  Many aspects of sound affect people’s feelings and behaviors.  Jingles maintain brand awareness, background music creates desired moods.  Companies often use tempo music to stimulate consumer activity. This is called “stimulus progression.”  (e.g. shopping - slow beat, fast food - fast beat) Touch  Touch has been shown to be a factor in sales interactions: 1) People associate the textures of fabrics and other surfaces with product qualities (e.g., smooth, rough, silky, etc). 2) Traditionally men often prefer roughness, whereas females prefer smoothness and softness while buying fabric. Taste  Our taste receptors contribute to our experience of many products and people form strong preferences for certain flavors. 1) Companies keep on trying to develop new concoctions to please the ever changing and demanding palates of consumers. 2) Tastes or flavors can also become fashionable or considered trendy  Exposure It’s the degree to which people notice a stimulus that is within range of their sensory receptors  An initial stage of perception  Consumers concentrate on some stimuli, are aware of others, and even go out of their way to ignore some messages. Zapping, or channel surfing, with the television remote control is a problem for advertisers. Methods to reduce problems of audience erosion 1. Spread Commercials Place ads on different channels and online platforms 2. Strategic Timings Try to obtain first or last position in series of commercials 3. Pick Maximum Viewership Slots 4. Budget more for print and other media Subliminal Perception... Refers to presenting a stimulus below the level of conscious awareness in an attempt to influence behavior and feelings. Subliminal Advertising In 1957, market researcher James Vicary claimed that quickly flashing messages on a movie screen, in Fort Lee, New Jersey, had influenced people to purchase more food and drinks. Vicary coined the term subliminal advertising and formed the Subliminal Projection Company based on a six-week test. Vicary claimed that during the presentation of the movie Picnic he used a tachistoscope to project the words "Drink Coca-Cola" and "Hungry? Eat popcorn" for 1/3000 of a second at five-second intervals. Vicary asserted that during the test, sales of popcorn and Coke in that New Jersey theater increased 57.8% and 18.1% respectively. Is Subliminal Persuasion Effective?  Extensive research has shown no conclusive evidence that subliminal advertising can cause behavioral changes  There is, however, arguable data to infer that subliminal stimuli may influence behavior Subliminal Ads  Most, though not all, subliminal ads present stimuli that target unconscious passionate feelings  The idea is to implicitly link the advertised product with arousal, creating an unconscious urge in the consumers for consumption Coincidence?