Chapter 5 Attention and Comprehension McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.

Exposure to Information Critical for consumers’ interpretation processes. Two types of exposure to marketing information are intentional and accidental exposure. Levels of intentional exposure to marketing information are rather low. Most exposures are random that occur as consumers move through their environments and “accidentally” come into contact with marketing information.

Selective Exposure to Information Selective exposure to marketing occurs when: consumers become more adept at avoiding exposure. consumers do not maintain accidental exposure to marketing information.

Exposure to Information- Marketing implications Strategies to enhance consumers exposure to information and products Facilitate intentional exposure Maximize accidental exposure Create appropriate level of exposure Maintain exposure

Attention Processes Attention implies selectivity. It connotes awareness and consciousness. Attention also suggests intensity and arousal.

Exhibit 5.2 - Levels of Attention

Factors Influencing Attention Affective states Low arousal reduces the amount and intensity of attention. A state of high affective arousal can narrow consumers’ focus of attention and make attention more selective.

Factors Influencing Attention (cont.) Involvement Motivational state guiding stimuli selection for focal attention and comprehension. Is determined by the means–end chains activated from memory, related affective responses, and arousal level. Environmental prominence The most prominent marketing stimuli are most likely to attract attention.

Attention Processes - Marketing Implications Intrinsic self-relevance Identify the product consequences and values consumers consider most important. Situational self-relevance Generates higher levels of involvement and motivation to attend to marketing information. Factors affecting environmental prominence Vivid pictorial images Novel or unusual stimuli Clutter

Comprehension Interpretation processes by which consumers understand or make sense of their own behavior.

Exhibit 5.3 - Variations in Comprehension

Inferences During Comprehension Inferences are interpretations that produce knowledge or beliefs that go beyond the information given. Play a large role in the construction of means-end chains. Are influenced by consumers’ existing knowledge in memory. Consumers use cues in making inferences. Marketers may try to stimulate consumers to form inferences during comprehension.

Factors Influencing Comprehension Knowledge in memory Consumers’ knowledge in determined in terms of being an expert or a novice. Marketers need to understand existing knowledge structures of target audience to develop effective marketing strategies Involvement Has a major influence on consumers’ motivation to comprehend marketing information at the time of exposure.

Factors Influencing Comprehension (cont.) Exposure environment Can affect consumers’ opportunity to comprehend marketing information. Factors influencing consumer comprehension: Time pressure Consumers’ affective states Distractions

Comprehension - Marketing implications Marketers need to understand consumers comprehension processes to design effective marketing strategies Knowledge and involvement Ability to recall meanings Miscomprehension of marketing information Exposure environment

Summary Exposure is the behavioral process by which consumers come into contact with marketing information. Exposure to marketing information can occur by accident or as a result of an intentional search for information. Once exposure has occurred the interpretation processes of attention and comprehension begin.

Summary (cont.) Attention and comprehension are interrelated cognitive processes. Attention varies from preconscious, automatic levels to focal level. Comprehension varies in the depth of meanings produced and in elaboration. Attention and comprehension are strongly influenced by the knowledge structures activated in the exposure situation and the level of consumers’ involvement.

Summary (cont.) In designing and implementing successful marketing strategies, marketers must Maximize and/or maintain exposure. Capture and maintain the attention. Influence the target consumers to comprehend the marketing information at the appropriate level of depth and elaboration.