TM 2-1 Copyright © 1999 Addison Wesley Longman, Inc. Consumer Attention and Comprehension  Product knowledge acquired through firsthand experience  Product.

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Presentation transcript:

TM 2-1 Copyright © 1999 Addison Wesley Longman, Inc. 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

TM 2-2 Copyright © 1999 Addison Wesley Longman, Inc.  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

TM 2-3 Copyright © 1999 Addison Wesley Longman, Inc. 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

TM 2-4 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-5 Copyright © 1999 Addison Wesley Longman, Inc. Kahneman (1973)  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

TM 2-6 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-7 Copyright © 1999 Addison Wesley Longman, Inc. Ads containing lot of printed text tend to have less impact than those with concrete, vivid stimuli...

TM 2-8 Copyright © 1999 Addison Wesley Longman, Inc. The vividness effect is greatest when people receive face-to-face verbal communication...

TM 2-9 Copyright © 1999 Addison Wesley Longman, Inc. 2. Momentary Intentions (Voluntary attention) 3. Cost-benefit analysis 4. Physiological Arousal

TM 2-10 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-11 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-12 Copyright © 1999 Addison Wesley Longman, Inc. Arousal and Attention Intensity Attention Intensity Arousal High Low Low Moderate High

TM 2-13 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-14 Copyright © 1999 Addison Wesley Longman, Inc. Distraction can affect whether people believe false claims...

TM 2-15 Copyright © 1999 Addison Wesley Longman, Inc. Repetition exacerbates the tendency for people to believe false claims...

TM 2-16 Copyright © 1999 Addison Wesley Longman, Inc.

TM 2-17 Copyright © 1999 Addison Wesley Longman, Inc. Miscomprehension 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

TM 2-18 Copyright © 1999 Addison Wesley Longman, Inc. FTC Cases  Milky Way  Carnation Instant Breakfast  Mattel  Ocean Spray  Hi-C  Wonder Bread  Lysol  Listerine  Baggies  BlackFlag  Campbell’s Soup  Grape Nuts  Gainesburgers  Vivarin  Medi-Hair