Chapter 5: Exposure, Attention and Comprehension

The Interpretation Process Information in the environment

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

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

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

EXPOSURE A consumer’s contact with information.

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

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

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.

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

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.

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

Examples of facilitating intentional exposure elaborate product brochures well-trained salespeople in-store seminars

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

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

Factors influencing attention Affective State

Factors influencing attention Affective State Involvement

Factors influencing attention Affective State Environmental Involvement Involvement

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

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

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

Vivid pictures and unusual images enhance environmental prominence.

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

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

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

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

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

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

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

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.

Variations in Comprehension Factors Influencing Comprehension Knowledge in Memory

Variations in Comprehension Factors Influencing Comprehension Knowledge in Memory Involvement

Variations in Comprehension Factors Influencing Comprehension Knowledge in Memory Exposure Environment Involvement

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

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

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

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

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

Relationships among exposure, attention, & comprehension

Relationships among exposure, attention, & comprehension Yes Exposure No

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

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

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