Transcript Consumer Information Processing

Consumer Information
Processing
MKT 846
Professor West
Agenda
A
look at advertising with consumers in
mind…
A
Simple Model of Communication
 Essentials of Information Processing
 The
Role of Attitude Formation and Change
 Elaboration Likelihood Model
Advertising Through the
Eyes of the Consumer
 Brand
Contacts
Every exposure has
the potential to
provide new
information
 Determine how a
consumer or
customer feels about
a brand
 The firm controls only
a few of these
contacts


planned vs unplanned
Signs on Stores
Personal
Experience
News Stories
Advertising
Litter in Street
McDonald’s
Word-of-Mouth
Employees
PR
Characters
Basic Communication Model
Nois
e
Seder
Message
Receiver
Feed
bac
Field of Experiece
Field
of Experiece
k
How Consumers Process Information
 Stages
of Information Processing:
Retention
nsion
Acceptan
ce/
Yielding
Selective
Comprehe
nsion
Selective
Acceptan
ce
Selective
Retention
Comprehe
Exposure
 Selective
Selective
Exposure
Attention
Perception:
Selective
Attention
Theory of Reasoned Action
 Fishbein
& Azjen
Evaluation of
Product
Attributes
Brand
Beliefs
Overall
Product
Evaluation
Social
Norms
Intention
To Buy
Behavior
Attitude Measurement
 Multi-attribute
Attitude Model:
n
Ao = S Bi x Ei
i =1
 where,
 Ao =
attitude toward the brand
 Bi = beliefs about the brand’s performance on
attribute i
 Ei = importance attached to attribute i
 n = number of attributes considered
Attitude Change
 Elaboration
Likelihood Model –
Examines how consumers process advertising messages
 Cognitive
Responses that occur while reading,
viewing, or listening to an ad are captured.

Product/message related thoughts


Source-oriented thoughts


Supporting arguments and Counterarguments
Source Bolstering and Source Derogation
Ad execution thoughts

 The
Reactions or feelings toward the ad
frequency and nature of responses determine
whether attitude change has occurred
Persuasive Communication
Motivated to
No
Process?
•Involvement
•Relevance,
Yes
No
etc.
Ability to
Process?
•Issue
familiarity
Yes
•Arousal, etc.
Nature of Cognitive Processing
Mostly
Mostly Mostly
Favorable
Unfavorable
Thoughts
Thoughts
Temporary
attitude shift
Yes
Peripheral cue
present?
•Source
characteristics
•Visual imagery
•Executional
elements
No
Neutral
Retain
Thoughts
Initial attitude
Cognitive
No
Structure Change
•New cognitions
Yesadopted
Yes
•Different
Elaboratio
Persuasion:
responses Boomerang:
enduring positive
enduring negative
attitude change attitude change
Likelihood M
Storage & Retrieval of Information
Incoming Information
Exposure
Sensory Register
Attention
Signal
Strength
Pertinence
Short Term Memory
Encoding
(Rehearsal)
Retention
Retrieval
(Cues)
Long Term Memory
Next Time…
Read Chapters 4 -5
 Team Proposal is Due on Monday
