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Session 5

The document discusses attention and comprehension in consumer information processing. It describes two types of exposure to marketing information as intentional and accidental. Levels of intentional exposure are low, while most exposures are accidental as consumers encounter information. Selective exposure occurs when consumers avoid information. Marketers can enhance exposure by facilitating intentional and accidental interactions. Attention involves selectivity and intensity and is influenced by arousal, involvement, and environmental prominence. Comprehension involves interpretation and inferences based on knowledge and involvement. Marketers should understand these consumer processes to develop effective strategies.

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RADHIKA V H
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35 views15 pages

Session 5

The document discusses attention and comprehension in consumer information processing. It describes two types of exposure to marketing information as intentional and accidental. Levels of intentional exposure are low, while most exposures are accidental as consumers encounter information. Selective exposure occurs when consumers avoid information. Marketers can enhance exposure by facilitating intentional and accidental interactions. Attention involves selectivity and intensity and is influenced by arousal, involvement, and environmental prominence. Comprehension involves interpretation and inferences based on knowledge and involvement. Marketers should understand these consumer processes to develop effective strategies.

Uploaded by

RADHIKA V H
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Attention and Comprehension

Exposure to Information
Critical for consumers’ interpretation processes.
Two types of exposure to marketing information are
intentional and accidental exposure.
Levels of intentional exposure to marketing
information are rather low.
Most exposures are random that occur as consumers
move through their environments and “accidentally”
come into contact with marketing information.

5-2
Selective Exposure to Information
Selective exposure to marketing occurs when:
consumers become more adept at avoiding exposure.
consumers do not maintain accidental exposure to
marketing information.

5-3
Exposure to Information-
Marketing implications
Strategies to enhance consumers exposure to
information and products
Facilitate intentional exposure
Maximize accidental exposure
Create appropriate level of exposure
Maintain exposure

5-4
Attention Processes
Attention implies selectivity.
It connotes awareness and consciousness.
Attention also suggests intensity and arousal.

5-5
Levels of Attention

5-6
Factors Influencing Attention
Affective states
Low arousal reduces the amount and intensity of attention.
A state of high affective arousal can narrow consumers’
focus of attention and make attention more selective.

5-7
Factors Influencing Attention
(cont.)
Involvement
Motivational state guiding stimuli selection for focal
attention and comprehension.
Is determined by the means–end chains activated from
memory, related affective responses, and arousal level.
Environmental prominence
The most prominent marketing stimuli are most likely to
attract attention.

5-8
Attention Processes - Marketing
Implications
Intrinsic self-relevance
Identify the product consequences and values consumers
consider most important.
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

5-9
Comprehension
Interpretation processes by which consumers
understand or make sense of their own behavior.

5-10
Variations in Comprehension

5-11
Inferences During Comprehension
Inferences are interpretations that produce
knowledge or beliefs that go beyond the information
given.
Play a large role in the construction of means-end chains.
Are influenced by consumers’ existing knowledge in
memory.
Consumers use cues in making inferences.
Marketers may try to stimulate consumers to form
inferences during comprehension.

5-12
Factors Influencing Comprehension
Knowledge in memory
Consumers’ knowledge is determined in terms of being an
expert or a novice.
Marketers need to understand existing knowledge structures
of target audience to develop effective marketing strategies
Involvement
Has a major influence on consumers’ motivation to
comprehend marketing information at the time of exposure.

5-13
Factors Influencing Comprehension
(cont.)
Exposure environment
Can affect consumers’ opportunity to comprehend
marketing information.
Factors influencing consumer comprehension:
 Time pressure
 Consumers’ affective states

 Distractions

5-14
Comprehension - Marketing
implications
Marketers need to understand consumers
comprehension processes to design effective
marketing strategies
Knowledge and involvement
Ability to recall meanings
Miscomprehension of marketing information
Exposure environment

5-15

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