Transcript Day 11

Information Processing:
Part I
Dr. West
Agenda
• Information Processing Framework
– Exposure
– Attention
– Comprehension
– Yielding
• ELM & FCB
– Retention
• Memory stores & properties
Consumer Information Processing
Stimuli
Involvement:
• Motivation
• Ability
• Opportunity
Exposure
Attention
Comprehension
Memory:
• Sensory
• Short Term
• Long Term
Acceptance
Retention
Purchase
Gaining Exposure
• Selective exposure
– Consumers deliberately try to avoid our
attempts to interact with them
• Advertising, Direct mail, Telemarketing
• What’s a marketer to do?
– Product exposure:
• Distribution & Visibility
– Nontraditional methods:
• Mini Cooper
Results for Mini Cooper
• In the six months preceding the launch, the
website registered 210,000 leads.
• 55,000 visitors signed up to receive the e-mail
newsletter
• Brand awareness levels went from zero to 25%
in nine months, and up to 67% by June 2003.
• Exceeded its sales goal, with 24,590 cars sold in
nine months.
Avoiding Overexposure
• Habituation
– When 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
Avoiding Overexposure
• Avoid overexposure through
– Limited availability (scarcity)
• Harry Potter
– Use different ad executions carrying the same
message
• Absolut Vodka
Consumer Information Processing
Stimuli
Exposure
Attention
Pre-attentive
Processing
Comprehension
Acceptance
Retention
Purchase
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
Voluntary Attention
• This refers to the
conscious allocation of
processing capacity to
a stimulus.
• This ad is likely to
attract mothers with
small children,
reminding them of their
special dental needs.
Involuntary Attention
• Occurs due to a built in “novelty monitoring”
mechanism
Involuntary Attention
• Occurs due to a built in “novelty monitoring”
mechanism
• However, 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 stimulus
• The 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
– 70% confuse Pepsi and Coke
– Over 50% of coffee drinkers couldn’t
distinguish best from worst, or regular from
instant
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 memory
– Figure/Ground – perceptions differ depending upon
what the individual sees as figure (dominant)
versus ground (background).
Yielding/Acceptance Exercise
• Take a out a piece of paper
• Make a quick list of investment firms that
come to mind
• Jot down your reactions to the following
ads.
– Be sure to keep your comments separate so
that you can go back to them.
Elaboration Likelihood Model
• Cognitive responses occur while reading,
viewing, or listening to an ad.
– Message related thoughts
• Supporting arguments and Counterarguments
– Source-oriented thoughts
• Source Bolstering and Source Derogation
– Ad execution thoughts
• Reactions or feelings toward the ad
Elaboration Likelihood Model
• The frequency and nature of responses
determine whether attitude change has
occurred
Persuasive Communication
Motivated to Process?
• Involvement
• Relevance, etc.
Yes
Temporary
attitude shift
Yes
No
No
Ability to Process?
•Issue familiarity
•Arousal, etc.
Yes
Peripheral cue present?
•Source characteristics
•Visual imagery
•Executional elements
No
Nature of Cognitive Processing
Mostly
Mostly
Mostly
Favorable Unfavorable Neutral
Thoughts Thoughts Thoughts
Cognitive Structure Change
•New cognitions adopted
•Different responses
Yes
Persuasion:
enduring positive
attitude change
Yes
Boomerang:
enduring negative
attitude change
Retain
Initial attitude
No
Elaboration Likelihood Model
The FCB Planning Grid
Thinking
Feeling
1. Informative (Cognitive)
High
Investments, House,
Involvement
2. Affective (Emotional)
Jewelry, Cosmetics, Apparel,
Sports Car
Implications
Media: Large space, Image
specials
Execution: Impact
3. Habit Formation (Habit)
Low
Package Goods, Cleaners
Involvement
4. Self-Satisfaction (Impulse)
Cigarettes, Candy, Magazines
Implications
Media: Billboards, Newspaper,
Point-of-sale
Execution: Attention getting
Appliances
Implications
Media: Long copy, reflective
vehicles
Execution: Information,
Demonstration
Implications
Media: Small spaces, 10 sec
radio, Point-of-sale
Execution: Reminder
Foote Cone & Belding Grid
I
II
III
IV
Quadrant I:
Informational approach emphasizing performance
Quadrant II:
Emotional appeals linked to self-image
Quadrant III:
Repetitive appeals (maintain awareness and
encourage repeat purchase)
Quadrant IV:
Apply classical conditioning (develop continuity
between a symbol and the product)
The Importance of Memory
• Marketers use memory-based criteria to
judge the effectiveness of their efforts
– Ad claims – e.g. day after recall
– Package and brand recognition
– Beliefs and brand associations are indicators
of “brand equity”
The Memory Process
Relationship of Memory Stores
Encoding & Retrieval
Incoming Information
Exposure
Sensory Memory
Attention
Signal
Strength
Pertinence
Short Term Memory
Retention
Encoding
(Rehearsal)
Retrieval
(Cues)
Long Term Memory
Facilitating Encoding
• Elaboration
– Closure
• Repetition & Rehearsal
– Jingles
• Generating Affect
– Humor (tricky)
Facilitating Encoding
• A Picture is Worth a 1000 Words
– Memory for faces of high school classmates
was 75% correct up to 40 years after
graduation
– Recognition rates for 600 ads! (Shepard)
Time Delay 0 2 hrs 3 days 7 days 120 days
% correct 98%
99% 92% 87%
58%
Feelings
• Ads can evoke feelings or emotions
– Hallmark, McDonalds, Kodak
• There is a bias toward retrieving positive
memories which result in…
– More feelings during an ad
– More favorable attitude toward the ad and the
brand
Facilitating Retrieval
• Encoding-specificity
– Memory is context
dependent, thus memory
performance is improved
when contextual cues
present at encoding are
retrieval are the same
Assignment
• Finish Reading
– Chapters 8 – 10, 11 (pp 278 - 298, 303 - 304,
333 - 345, 369 - 376, 401 - 411)