Information Processing: Part I MKT 750 Professor West.
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Transcript of Information Processing: Part I MKT 750 Professor West.
Information Processing:Part I
MKT 750Professor West
Overview
Models & Managerial Implications
Prior Need/Opportunity PostBeliefs Recognition Search Evaluation Choice
Choice
FishbeinAttitude Models
Satisfaction&
Retention
Awareness&
Availability
Decision Rules
What’s to come?
How knowledge is acquired and used
Information Processing Memory (storage & retrieval)
Managerial ImplicationsBrandsPricing
Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
McGuire’s Model for Advertising
Stimuli Exposure p(e) ~p(e)
Attention p(a) ~p(a)
Comprehension p(c) ~p(c)
Acceptance p(y) ~p(y)
Retention p(r) ~p(r)
Probability of purchase = f{p(e)p(a)p(c)p(y)p(r)}
Assume p=.8 at each level:
Stimuli Exposure p(e) ~p(e) 80
Attention p(a) ~p(a) 64
Comprehension p(c) ~p(c) 51
Acceptance p(y) ~p(y) 41
Retention p(r) ~p(r) 33
Probability of purchase < 33%
Gaining Exposure
This occurs when there is physical proximity to a stimulus
Message exposure: Vehicles (media: radio, TV, newspapers, magazines, internet)
Consumers deliberately try to avoid our attempts to interact with them (selective exposure):
Advertising, Direct mail, Telemarketing
Gaining Exposure
What’s a marketer to do?Make your message involving
“Brewing romance” campaign
Product exposure: Distribution & Visibility
Nontraditional vehicles: Elevators, Airports, Buses BMW Z3 Campaign
Case Study: BMW Z3
A nontraditional product launch
Emotional Decision Making
Visibility/Exposure
“Buzz” Word of Mouth Missionary Advocacy Virtuous Cycle of Excitementfor the Brand Word-of-Mouth
Infatuation
Sales/Purchase
Emotional Decision Making
Desired End-State: Purchase
Possible End-State: Brand forgotten
Time
Phase I Phase II
Gen
erat
ing
exci
tem
ent,
buzz
, vis
ibili
ty
Point of“infatuation”
Exci
tem
en
t
Overexposure
HabituationWhen a stimulus becomes familiar it loses it’s attention getting power Ads lose half their effectiveness after accumulating 1,000 GRPs Products are less attractive when everyone else owns one
Overexposure
Avoid overexposure throughLimited availability (scarcity)
Harry Potter
Use different ad executions carrying the same message
Absolut Vodka
Turning Exposure Into Attention
Attention can occur when there is activation of one or more of our five senses.
Each of our sensory receptors has an activation threshold Weber’s Law: JND
The amount of change necessary to be noticed is systematically related to the intensity of the original stimulus
Pre-attentive Processing
Subliminal Messages Vicary’s claimed a 58% sales increase when “Eat Popcorn” and 18% sales increase when “Drink Coke” were embedding in a message for 1/3000 of a second. The message “I am honest. I won’t steal.” is broadcast in more than 1,000 stores in the US to prevent shoplifting.
Pre-attentive Processing
Findings: Increased preference for previously seen information (Schacter 1987) Attitude toward an ad, and brand are more favorable when unconsciously processed than unfamiliar (Shapiro & Krishnan 2001)
Pre-attentive Processing
Findings:When primed with words related to rudeness versus politeness, those primed with rudeness were more likely to interrupt a conversation. When primed with words related to the elderly, subjects walked more slowly from one room to another and recalled fewer details of the room they had been in (Bargh & Chartrand 1999).
Attention
This refers to the conscious allocation of processing capacity to a stimulus.Voluntary Attention–
Occurs when a stimulus is in line with current goals or needs Such attention is selective due to the plethora of messages we are exposed to.
Selective Attention
This ad is likely to attract mothers with small children and it reminds them of their special dental needs.
Attention
Involuntary Attention – Occurs due to built in “novelty monitoring” Evolutionary hypothesis – survival was best insured by attending to unusual events in the environment Size, Color, Contrast, Motion are noticed Appeals to our hedonic side (food & sex) are also noticed
Examples: Novelty
Examples: Color
Examples: Color
Examples: Contrast
Examples - Motion
Examples - Motion
Examples: Size
Examples: Isolation
Examples:
The Surprise FactorVW Commercial
Is Getting Attention Enough?
Attention may be short lived You have to use attention well once you have it Attention should be used in the service of building the brand, or attaining other strategic goals
Comprehension
Refers to the meaning we assign to a sensory stimulusThe most crucial process in CB because…
What consumers perceive determines their actions!Perceptions are a reflection of our attitudes and preferences
Comprehension
What is perceived is not necessarily truth
Colas - 70% confuse Pepsi and Coke Beer & Wine - blind taste test results diverge from labeled Coffee - over 50% couldn’t distinguish best from worst, or regular from instant (Consumer Reports)
Comprehension
Perceptions are often the heart of marketing issues/problems.
Olay – P&G faced issues with “Oil of Olay” being perceived as oily and old
Comprehension
Gestalt Principles: Closure – we have a tendency to complete a figure, or fill in the gaps Processing effort – the effort devoted to interpreting a stimulus leads to better comprehension and memoryFigure/Ground – perceptions differ depending upon what the individual sees as figure (dominant) versus ground (background).
Illustrations of Closure
Illustrations of Closure
Summary
Familiarity breeds liking while tedium invites argumentation and criticism
Use attention well (to build your brand)once you have it, or it will be short lived
Advertising is often used to set expectations which influence our experiences
A brand’s message must remain the “figure” and shouldn’t be overshadowed by other elements
Exposure
Attention
Comprehension
Assignment
Read Chapters 9, 14 & 16Be sure to sign up for a team meetingKeep up the work on your project!