INFORMATION PROCESSING LECTURE 8

1. INFORMATION PROCESSINGLECTURE 8 MKTG 461 – Brand Management

2. Information Processing - 1 • Much of consumer behavior research has followed an information processing paradigm. • Like a computer, consumers process stimuli which are “received, interpreted, stored in memory, & later retrieved.” • Consumers generally process information in the following “hierarchical” manner: • Exposure • Attention • Comprehension • Acceptance • Retention MKTG 461 – Brand Management

3. Exposure • Attention • Comprehension • Acceptance • Retention Information Processing - 2 • Thus, all messages to which we are exposed are not retained….much like a upside down triangle. MKTG 461 – Brand Management

4. Information Processing - 3 • EXPOSURE - the achievement of proximity to a stimulus such that an opportunity exits for one or more senses to be activated. • The absolute threshold is the “minimum amount of simulation that can be detected by a sense.” • In-store advertisement in a crowded retailer. • Exposure can occur below our conscious awareness. • Zanjonc’s mere exposure effect MKTG 461 – Brand Management

5. Information Processing - 4 • ATTENTION - devotion of processing capacity to stimulus. • Too many things to attend to…perceptual selection. • Consumer determinants of attention • Perceptual Vigilance – me and cameras • Perceptual Defense – a smoker and anti-smoking ads • Adaptation (degree to which stimulus is noticed over time) • Habituation is likely to occur • Stimulus determinants of attention • Size, color, intensity, contrast, position • Movement, isolation, novelty • Spokespersons MKTG 461 – Brand Management

6. Information Processing - 5 • COMPREHENSION – the interpretation of the stimulus in some meaningful fashion • Consumer Determinants • Motives • Knowledge and memory • Expectations – (e.g., closure principle  I3 “13” or a “B”) • Stimulus Determinants • Context • Linguistics • Order effects (recency and primacy) MKTG 461 – Brand Management

7. Information Processing – 6 • ACCEPTANCE – the persuasive impact of the stimulus. • Acceptance is based on cognitive and affective responses to the stimulus • Cognitive responses • Support arguments • Counterarguments • Source derogation MKTG 461 – Brand Management

8. Information Processing - 7 • RETENTION – the transfer of stimulus interpretation and persuasion into long-term memory. • The multiple-store theory of memory… MKTG 461 – Brand Management

9. Memory - 1 • Memory involves the “process of acquiring information and storing it over time so that it will be available when needed. • Basic Memory Process • External Inputs • Encoding • Storage • Retrieval MKTG 461 – Brand Management

10. Memory - 2 • Multiple-store theory of memory. • Sensory Memory – very temporary memory of information from senses • For example, echoic memory • Short-Term Memory – short-term storage of information being used (20 seconds max.) • Chunking used to store memory (3-4 chunks optimal) • Long-Term Memory – long-term storage • Rehearsal helps to retain information here MKTG 461 – Brand Management

11. Memory - 3 • Information is stored in memory as an associative network of nodes and connections between nodes. • Memory is activated in a spreading manner. • Memory contains levels of knowledge: • Propositions (two nodes linked together) • Schemas (propositions linked together) • Scripts (a type of schema) guide our behavior in various settings. MKTG 461 – Brand Management

12. Memory - 4 • Memory relates to various marketing stimuli: • Advertisements • Sales promotions • Products • Services • Brands • A brand example…Keller’s customer-based brand equity MKTG 461 – Brand Management