1. attention implies selecting
from a large set of info
consumer has to be conscious of the stimulus
consumer needs to be aroused to
sex, children, puppies, etc consciously attend
preconscious
levels
focal
affective states: low arousal reduces the
amount and intensity of attention
environmental prominence: most
factors influencing attention
prominent stimuli are the most effective
involvement
intrinsic self-relevance
situational self-relevance mark impli selective: consumers more adept at
factors affecting env prominence avoiding exposure, they don't maintain
intentional: rather low accidental exposure to mark info
make sense of the env attention processes exposure to information
interpretation processes accidental (random)
constructing meanings and know structures
schemas and scripts activated comprehension
mental framework during comprehension 5. Attention and
accretion, tuning and restructuring comprehension
know in memory: expert or novice
not relevant
involvement
factors influencing it environmental factors
exposure env: time consumer avoid information
pressure, distractions, mark info not prominent
affective states miscategorization of the info
ability to recall meanings
exposure env
mark impli
level of inv
inferences: meanings constructed by consumers
create situational self-relevance
grab attention fast!
make ads look like something else
make mark info more prominent
how can marketing counteract
facilitate intentional exposure enhance consumers information avoidance
maximize accidental exposure to info and
products
create appropriate level of exposure
maintain exposure
5. Attention and comprehension.mmap - 18/11/2010 -