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

Consumer Attention and Comprehension

x Product knowledge acquired through firsthandexperience

x Product knowledge acquired through secondhand

experience

x Limits of attentionx Attention intensity

x Selective attention

x Comprehension

x Miscomprehension

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TM 2-TM 2-22Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Attention and Comprehension

x Product knowledge acquired through firsthandexperience

x Product Trial (face cream)

x Consumer Durables challenges

xMatrix

x Product knowledge acquired through secondhand

experience

x Advertising (often leads to product trial)

x Telemarketing, packaging, coupons, POP

x Product reviews

x Social media network

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TM 2-TM 2-33Copyright 1999 Addison Wesley Longman, Inc.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 CDs and systems

Service Samples &

Demonstrations

- free dry cleaning- trial lawn care service

- free carpet cleaning

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TM 2-TM 2-44Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

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TM 2-TM 2-55Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Attention and Comprehension

x Limits of attention and intensity

x Consumers attend to a small segment of communication

x The amount of information people can attend to

x TVCs

x Arousal

x State of wakefulness or alertnessx Movies, games, concerts etc

x High Arousal ---- low attention (graph)

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TM 2-TM 2-66Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Arousal and Attention

Intensity

Attentio

nIntens

ity

Arousal

High

Low

Low Moderate High

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7/13TM 2-TM 2-77Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

ConsumerAttention and Comprehension

x

Selective Attention - allocation of effort

xVoluntary Attention

x

Involuntary Attentiona. Salience

different and interesting (Volkswagon, Pringles)

MW TVC

novelty (Crystal Pepsi, Tab Clear)Airtel rescue boat

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8/13TM 2-TM 2-88Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Consumer Attention and Comprehension

b. VividnessContext independent (i.e., it does not matter what other

stimuli are present in a given situation)

TVC (Uf)

Characteristics: emotional interest of information

More impactful for everyone (TVC Water)

concreteness and imaginability of information

(Pyramid Ad)

sensory, spatial, and temporal proximity of information

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9/13TM 2-TM 2-99Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Ads containing

lot of printed

text tend to

have lessimpact than

those with

concrete, vivid

stimuli...

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10/13TM 2-TM 2-1010Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

The vividness effect is greatest when people

receive face-to-face verbal communication...

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11/13TM 2-TM 2-1111Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

ComprehensionExtract meanings of communication

Relating information presented in a message to the one

sorted in memory or prior experience

TVC (sib)

Miscomprehension

Inference : Believes or assumptions go beyond the

information given

Pragmatic inference: claims those are literally true but

figuratively false

Consumer Attention and Comprehension

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12/13TM 2-TM 2-1212Copyright 1999 Addison Wesley Longman, Inc.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. Incomplete Information: 50 doctors recommend

4. Piecemeal Information: More head room than Mercedes, more legroom than Cadillac,

5. Negative Questions: Dont you want your child to be successful?

6. Affirmation of the Consequent: Women who look younger use

Oil of Olay.

If p, then q

If q, then p

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13/13TM 2-TM 2-1313Copyright 1999 Addison Wesley Longman, Inc.Copyright 1999 Addison Wesley Longman, Inc.

Repetition exacerbates the tendency for people

to believe false claims...