Information Processing and Consumer’s Perception.

Information Processing and Consumer’s Perception

Information ProcessingInformation Processing

is the process through which consumers are

exposed to information,

become involved with it,

attend to it,

comprehend it,

place it into memory, and

retrieve it for later use

Mowen & Minor

is the process through which consumers are

exposed to information,

become involved with it,

attend to it,

comprehend it,

place it into memory, and

retrieve it for later use

Mowen & Minor

Information Processing

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

M EMORY

Attention

Comprehension

Acceptance

Retention

Exposure

Stimuli:• Marketer Denominated• Nonmarketer Denominated

Marketer Dominated Suppliers does for information and persuasion- advertising- salesperson- websites

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Non-Marketer Dominated Stimuli- Family and peers- Opinion leader- Media

Sensory SystemSensory System

The unique sensory quality of a product can help it stand out from the competition

SmellSmell

SoundSound

TouchTouch

TasteTaste

VisionVision Meaning, Colour CombinationMeaning, Colour Combination

Functional Music, Stimulus ProgressionFunctional Music, Stimulus Progression

Packaging to arouse consumer interestPackaging to arouse consumer interest

Evoke strong childhood memoriesEvoke strong childhood memories

Evoke memories, relieve stress Evoke memories, relieve stress

Increased Sensory Input

Increased Sensory Input

ExposureExposure

ExposureThe degree to which people notice a

stimulus that is within range of their sensory receptors

ExposureThe degree to which people notice a

stimulus that is within range of their sensory receptors

Sensory ThresholdsSensory Thresholds

• Absolute Threshold: the minimum amount of stimulation that can be detected on a sensory channel

• Differential Threshold: the ability of a sensory system to detect changes or differences among stimuli

Just Noticeable Difference (JND)

the minimum change in a stimulus that can be detected

• Absolute Threshold: the minimum amount of stimulation that can be detected on a sensory channel

• Differential Threshold: the ability of a sensory system to detect changes or differences among stimuli

Just Noticeable Difference (JND)

the minimum change in a stimulus that can be detected

Weber’s LawWeber’s Law

Weber’s Law: the principle that the stronger the initial stimulus, the greater its change must be for it to be noticed

K = I I

Where:K = The constant increase or decrease necessary for the stimulus to be noticed (this varies across the senses)

I = The minimal change in intensity of the stimulus required to be just noticeable to the person (J.N.D.)

I = The intensity of the stimulus before the change occurs

Marketing Applications of the JNDMarketing Applications of the JND

Need to determine the relevant j.n.d. for their productsso that negative changes are not readily

discernible to the publicso that product improvements are very

apparent to consumers

Need to determine the relevant j.n.d. for their productsso that negative changes are not readily

discernible to the publicso that product improvements are very

apparent to consumers

Betty Crocker Changes Fall Below the J.N.D.Betty Crocker Changes Fall Below the J.N.D.

Gradual Changes in Brand Name Fall Below the J.N.D.Gradual Changes in Brand Name Fall Below the J.N.D.

AttentionAttention

Attention involves the amount of mental processing that is devoted to a particular stimulus.

Attention involves the amount of mental processing that is devoted to a particular stimulus.

Grabbing Consumers’ Attention

Connect with consumers’ needs & expectation

1

Consumers are bombarded with product information and advertisements each day

Companies have the formidable task of breaking through the clutter to attract consumers’ attention

This ad is likely to attract mothers with small children and it reminds them of the special dental needs of their children

2. Stimulus Selection Factors2. Stimulus Selection FactorsSizeColorIntensityContrastPositionDirectionalityMovementNoveltyIsolationLearned Attention-Inducing StimuliAttractive SpokespersonScene Changes

SizeColorIntensityContrastPositionDirectionalityMovementNoveltyIsolationLearned Attention-Inducing StimuliAttractive SpokespersonScene Changes

Palm Pilot introduced a color version of its personal data manager and featured color prominently in its ads

Color

Apple used color to gain attention in the computer arena, highlighted in this ad

Tropicana attracts attention by showing motion with flying orange juice

Movement

The cookie (biscuit) in this Keebler ad is very large compared to the rest of the elements of the advertisement

Andersen Consulting uses an elephant as an unexpected stimuli to grab attention.

©2000 Prentice Hall

Comprehension

There is a tendency to obtain meaning from the totality of stimuli, a sort of Gestalt meaning. Three important principles of stimulus organization– Figure-ground– Grouping– Closure

©2000 Prentice Hall

Acceptance

• perception:perception: the process of creating meaningful the process of creating meaningful patterns from raw sensory informationpatterns from raw sensory information

• PerceptionPerception::• ProductProduct• BrandBrand• ServiceService• PricePrice• QualityQuality• StoreStore• ProducerProducer

©2000 Prentice Hall

Memory is the process by which we acquire information and store it for future use.

Retention

©2000 Prentice Hall

Three basic types of memory “systems”

– Sensory memory• Temporary, lasts only a few seconds.

– Short-term or working memory• Also temporary, but at least some processing is done

such as chunking.

– Long-term memory• Relatively permanent memory, the “hard drive.”

• Information is stored in long-term memory– Episodically: by the order in which it is acquired– Semantically: according to significant concepts

©2000 Prentice Hall

Conceptualization of Long-Term Storage of Personal Computer Information

PERSONAL COMPUTERS

Manufacturers

Models

SOFTWARE

ManufacturerType

Monitors

Printers

Operating Systems

ManufacturerType

Word processing

Databases

Graphics

Spreadsheets

Games

©2000 Prentice Hall

Relationships among Memory Systems

Solomon

©2000 Prentice Hall

Information Processing and Memory Stores

Sensory Store

Sensory Store

Working Memory (Short-term

Store)

Working Memory (Short-term

Store)

Long-term Store

Long-term Store

Sensory Input Rehearsal Encoding Retrieval

Forgotten; lost

Forgotten; lost

Forgotten; unavailable

Schiffman & Kanuk

©2000 Prentice Hall

RehearsalRehearsal

The silent, mental repetition of material. Also, the

relating of new data to old data to make the former

more meaningful.

©2000 Prentice Hall

EncodingEncoding

The process by which individuals select and assign

a word or visual image to represent a perceived object

or idea.

©2000 Prentice Hall

RetrievalRetrieval

The stage of information processing in which individuals recover

information from long-term storage.

©2000 Prentice Hall

Information Processing

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

M EMORY

Attention

Comprehension

Acceptance

Retention

Exposure

Stimuli:• Marketer Denominated• Nonmarketer Denominated

©2000 Prentice Hall

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