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

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

14. 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
Affective State

17. Factors influencing attention
Affective State
Involvement

18. Factors influencing attention
Affective State
Environmental Involvement
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. Variations in Comprehension Factors Influencing Comprehension
Knowledge in Memory

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

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

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

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

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

37. Marketing Implications
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

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

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

42. 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

43. 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