Chapter 5: Exposure, Attention and Comprehension

1. Chapter 5: Exposure, Attention and Comprehension

2. The Interpretation Process Information in the environment

3. The Interpretation Process Information in the environment Interpretation Exposure,attention, and comprehension

4. The Interpretation Process Information in the environment Interpretation Exposure,attention, and comprehension Knowledge, meanings and beliefs

5. The Interpretation Process Information in the environment Interpretation Exposure,attention, and comprehension Memory Product knowledge and involvement Knowledge, meanings and beliefs

6. EXPOSURE A consumer’s contact with information.

7. EXPOSURE A consumer’s contact with marketing information. Exposure can be intentional or accidental.

8. EXPOSURE Intentional exposure occurs when consumers purposefully search for information relevant to a goal or problem they have.

9. EXPOSURE Intentional exposure occurs when consumers purposefully search for information relevant to a goal or problem they have. Accidental exposure occurs when consumers unexpectedly encounter marketing information in their environments.

10. EXPOSURE Selective exposure - A consumer’s tendency to avoid exposure.

11. EXPOSURE Selective exposure - A consumer’s tendency to avoid exposure. As the amount of marketing information in the environment increases, consumers become more adept at avoiding exposure.

12. EXPOSURE Marketing implications of Selective Exposure • Marketers can • facilitate intentional exposure. • maximize accidental exposure.

13. EXPOSURE Examples of facilitating intentional exposure • elaborate product brochures • well-trained salespeople • in-store seminars

14. EXPOSURE Examples of maximizing accidental exposure • increase the number of ads • within an area • locate retail outlets in high- • traffic areas • place products in movies and • television shows

15. ATTENTION Focusing the cognitive system on information that is relevant to important goals and values.

16. Factors influencing attention ATTENTION Affective State

17. Factors influencing attention ATTENTION Affective State Involvement

18. Factors influencing attention ATTENTION Affective State EnvironmentalInvolvement Involvement

19. ATTENTION Marketing Implications Marketers must influence and/or modify: Personal sources of involvement

20. ATTENTION Marketing Implications Marketers must influence and/or modify: Personal sources of involvement Situational Sources of Involvement

21. ATTENTION Marketing Implications Marketers must influence and/or modify: Factors Affecting Environmental Prominence Personal sources of involvement Situational Sources of Involvement

22. Vivid pictures and unusual images enhance environmental prominence.

23. In Las Vegas, a single sign has difficulty attracting attention.

24. COMPREHENSION The cognitive processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment.

25. COMPREHENSION Variations in Comprehension 1. Extent of automatic processing Highly automatic; little conscious awareness More controlled; greater awareness

26. COMPREHENSION Variations in Comprehension 2. The level of comprehension Shallow: focus on concrete, tangible meanings Deep; focus on more abstract meanings

27. COMPREHENSION Variations in Comprehension 3. The extent of elaboration Less elaborate; fewer meanings More elaborate; more meanings

28. COMPREHENSION Variations in Comprehension 4. Effect on memory Greater recall; stronger memory Lower recall; weaker memory

29. COMPREHENSION Inferences Beliefs or knowledge that are not based on information directly present in the environment.

30. COMPREHENSION Inferences Beliefs or knowledge that are not based on information directly present in the environment. Inferences are heavily influenced by consumers’ knowledge that is activated during comprehension.

31. COMPREHENSION Variations in Comprehension Factors Influencing Comprehension Knowledge in Memory

32. Knowledge in Memory Involvement COMPREHENSION Variations in Comprehension Factors Influencing Comprehension

33. COMPREHENSION Variations in Comprehension Factors Influencing Comprehension Knowledge in Memory Exposure Environment Involvement

34. COMPREHENSION Marketing Implications Knowledge & Involvement Marketers should design their messages to fit consumer’s knowledge structures and involvement.

35. COMPREHENSION Marketing Implications Remembering Marketers try to get consumers to remember certain key meanings associated with their marketing strategy.

36. COMPREHENSION Marketing Implications Miscomprehension of Marketing Information People miscomprehend an average of 20 to 25 percent of the information they encounter.

37. COMPREHENSION Marketing Implications Exposure Environment Aspects of the environment in which exposure to marketing information occurs can influence consumers’ comprehension processes.

38. INTERPRETATION An ongoing process of making sense of the decision environment – the central function being meaning creation. This includes, exposure, attention and comprehension.

39. Relationships among exposure, attention, & comprehension Exposure

40. Relationships among exposure, attention, & comprehension Yes Exposure No

41. Relationships among exposure, attention, & comprehension Focused attention Yes Exposure Unconscious attention No

42. Relationships among exposure, attention, & comprehension Deep comprehension (abstract, personal meanings) Focused attention Yes Shallow comprehension (concrete meanings) Exposure Very shallow comprehension (recognition) Unconscious attention No

43. Relationships among exposure, attention, & comprehension Deep comprehension (abstract, personal meanings) Elaborate Focused attention Not Elaborate Yes Shallow comprehension (concrete meanings) Elaborate Not Elaborate Exposure Very shallow comprehension (recognition) Unconscious attention Not Elaborate No