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Consumer Attention and Comprehension

Consumer Attention and Comprehension. Product knowledge acquired through firsthand experience Product knowledge acquired through secondhand experience Limits of attention Attention intensity Selective attention Comprehension Miscomprehension. 1,200 Television Stations

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Consumer Attention and Comprehension

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  1. Consumer Attention and Comprehension Product knowledge acquired through firsthand experience Product knowledge acquired through secondhand experience Limits of attention Attention intensity Selective attention Comprehension Miscomprehension

  2. 1,200 Television Stations 10,000 Radio Stations 30 Hours of TV per Week 700 TV Commercials per Week 700 Radio and Print Ads per Week

  3. Product and service trials In-Store Samples - foods & beverages - perfume testers - cosmetic samples Mail Samples - snacks, cereals, etc. - laundry detergent - personal care items Product Demonstrations for Durables - test drives for autos - softward demos. - music CD’s and systems Service Samples & Demonstrations - free dry cleaning - trial lawn care service - free carpet cleaning

  4. Selective Attention - allocation of effort • Intensity - amount of effort The allocation policy is controlled by: 1. Enduring dispositions (involuntary attention) a. Salience • intensity • change • complexity • novelty • unit formation (expectations, shared infrequency) b. Vividness • emotional interest of information • concreteness and imaginability of information • sensory, spatial, and temporal proximity of information Kahneman (1973)

  5. Ads containing lot of printed text tend to have less impact than those with concrete, vivid stimuli...

  6. The vividness effect is greatest when people receive face-to-face verbal communication...

  7. 2. Momentary Intentions (Voluntary attention) 3. Cost-benefit analysis 4. Physiological Arousal

  8. Arousal and Attention Intensity High Low Low Moderate High Attention Intensity Arousal

  9. Distraction can affect whether people believe false claims...

  10. Repetition exacerbates the tendency for people to believe false claims...

  11. Pragmatic inferences: 1. May: “Brand X may help relieve pain.” 2. Comparison Ommission: “Brand X give you greater mileage. 3. Juxtaposition: “Be popular! Brush with Ultra Brite.” 4. Incomplete Information: “50 doctors recommend…” 5. Piecemeal Information: “More head room than Mercedes, more leg room than Cadillac,…” 6. Negative Questions: “Don’t you want your child to be successful?” 7. Affirmation of the Consequent: “Women who look younger use Oil of Olay.” If p, then q If q, then p Miscomprehension

  12. Baggies • BlackFlag • Campbell’s Soup • Grape Nuts • Gainesburgers • Vivarin • Medi-Hair • Milky Way • Carnation Instant Breakfast • Mattel • Ocean Spray • Hi-C • Wonder Bread • Lysol • Listerine FTC Cases

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