information processing: part i dr. west agenda information processing framework –exposure...
Post on 15-Jan-2016
216 views
TRANSCRIPT
![Page 1: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/1.jpg)
Information Processing:Part I
Dr. West
![Page 2: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/2.jpg)
Agenda
• Information Processing Framework– Exposure– Attention– Comprehension– Yielding
• ELM & FCB
– Retention• Memory stores & properties
![Page 3: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/3.jpg)
Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
Involvement:
• Motivation• Ability• Opportunity
Involvement:
• Motivation• Ability• Opportunity
Memory:
• Sensory• Short Term• Long Term
Memory:
• Sensory• Short Term• Long Term
![Page 4: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/4.jpg)
Gaining Exposure
• Selective exposure– Consumers deliberately try to avoid our
attempts to interact with them • Advertising, Direct mail, Telemarketing
• What’s a marketer to do?– Product exposure:
• Distribution & Visibility
– Nontraditional methods:• Mini Cooper
![Page 5: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/5.jpg)
• In the six months preceding the launch, the website registered 210,000 leads.
• 55,000 visitors signed up to receive the e-mail newsletter
• Brand awareness levels went from zero to 25% in nine months, and up to 67% by June 2003.
• Exceeded its sales goal, with 24,590 cars sold in nine months.
Results for Mini Cooper
![Page 6: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/6.jpg)
Avoiding Overexposure
• Habituation– When a stimulus becomes familiar it loses
it’s attention getting power• Ads lose half their effectiveness after
accumulating 1,000 GRPs
– Products are less attractive when everyone else owns one
![Page 7: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/7.jpg)
Avoiding Overexposure
• Avoid overexposure through– Limited availability (scarcity)
• Harry Potter
– Use different ad executions carrying the same message
• Absolut Vodka
![Page 8: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/8.jpg)
Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
Pre-attentive Processing
Pre-attentive Processing
![Page 9: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/9.jpg)
Turning Exposure Into Attention• Attention can occur when there is activation
of one or more of our five senses.– Each of our sensory receptors has an
activation threshold
![Page 10: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/10.jpg)
Voluntary Attention
• This refers to the conscious allocation of processing capacity to a stimulus.
• This ad is likely to attract mothers with small children, reminding them of their special dental needs.
![Page 11: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/11.jpg)
Involuntary Attention
• Occurs due to a built in “novelty monitoring” mechanism
![Page 12: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/12.jpg)
Involuntary Attention
• Occurs due to a built in “novelty monitoring” mechanism
• However, attention may be short lived – You have to use attention well once you have it – Attention should be used in the service of
building the brand, or attaining other strategic goals
![Page 13: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/13.jpg)
Comprehension
• Refers to the meaning we assign to a sensory stimulus
• The most crucial process in CB because…– What consumers perceive determines their
actions!– Perceptions are a reflection of our attitudes and
preferences
![Page 14: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/14.jpg)
Comprehension
• What is perceived is not necessarily truth– 70% confuse Pepsi and Coke– Over 50% of coffee drinkers couldn’t
distinguish best from worst, or regular from instant
![Page 15: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/15.jpg)
Comprehension
• Gestalt Principles:– Closure – we have a tendency to complete a
figure, or fill in the gaps – Processing effort – the effort devoted to
interpreting a stimulus leads to better comprehension and memory
– Figure/Ground – perceptions differ depending upon what the individual sees as figure (dominant) versus ground (background).
![Page 16: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/16.jpg)
Yielding/Acceptance Exercise• Take a out a piece of paper
• Make a quick list of investment firms that come to mind
• Jot down your reactions to the following ads. – Be sure to keep your comments separate so
that you can go back to them.
![Page 17: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/17.jpg)
Elaboration Likelihood Model
• Cognitive responses occur while reading, viewing, or listening to an ad.– Message related thoughts
• Supporting arguments and Counterarguments
– Source-oriented thoughts• Source Bolstering and Source Derogation
– Ad execution thoughts• Reactions or feelings toward the ad
![Page 18: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/18.jpg)
Elaboration Likelihood Model• The frequency and nature of responses
determine whether attitude change has occurred
![Page 19: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/19.jpg)
Persuasive Communication
Motivated to Process?• Involvement• Relevance, etc.
Ability to Process?•Issue familiarity•Arousal, etc.
Nature of Cognitive Processing
Mostly Mostly MostlyFavorable Unfavorable Neutral Thoughts Thoughts Thoughts
Cognitive Structure Change•New cognitions adopted•Different responses
Persuasion:enduring positiveattitude change
Boomerang:enduring negativeattitude change
Temporaryattitude shift
Peripheral cue present?•Source characteristics•Visual imagery•Executional elements
RetainInitial attitude
Yes
Yes
Yes Yes
YesNo
No
No
No
Elaboration Likelihood Model
![Page 20: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/20.jpg)
The FCB Planning GridThinking Feeling
High
Involvement
1. Informative (Cognitive)
Investments, House, Appliances
Implications
Media: Long copy, reflective vehicles
Execution: Information, Demonstration
2. Affective (Emotional)
Jewelry, Cosmetics, Apparel, Sports Car
Implications
Media: Large space, Image specials
Execution: Impact
Low
Involvement
3. Habit Formation (Habit)
Package Goods, Cleaners
Implications
Media: Small spaces, 10 sec radio, Point-of-sale
Execution: Reminder
4. Self-Satisfaction (Impulse)
Cigarettes, Candy, Magazines
Implications
Media: Billboards, Newspaper, Point-of-sale
Execution: Attention getting
![Page 21: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/21.jpg)
Foote Cone & Belding Grid
Quadrant I: Informational approach emphasizing performanceQuadrant II: Emotional appeals linked to self-imageQuadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase)Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)
II IIII
IIIIII IVIV
![Page 22: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/22.jpg)
The Importance of Memory
• Marketers use memory-based criteria to judge the effectiveness of their efforts– Ad claims – e.g. day after recall– Package and brand recognition– Beliefs and brand associations are indicators
of “brand equity”
![Page 23: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/23.jpg)
The Memory Process
![Page 24: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/24.jpg)
Relationship of Memory Stores
![Page 25: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/25.jpg)
Exposure
Attention
Retention
SignalStrength
Sensory Memory
Short Term Memory
Long Term Memory
Incoming Information
Pertinence
Encoding (Rehearsal)
Retrieval(Cues)
Encoding & Retrieval
![Page 26: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/26.jpg)
Facilitating Encoding
• Elaboration– Closure
• Repetition & Rehearsal– Jingles
• Generating Affect– Humor (tricky)
![Page 27: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/27.jpg)
Facilitating Encoding
• A Picture is Worth a 1000 Words
– Memory for faces of high school classmates was 75% correct up to 40 years after graduation
– Recognition rates for 600 ads! (Shepard)
Time Delay 0 2 hrs 3 days 7 days 120 days
% correct 98% 99% 92% 87% 58%
![Page 28: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/28.jpg)
Feelings
• Ads can evoke feelings or emotions– Hallmark, McDonalds, Kodak
• There is a bias toward retrieving positive memories which result in…– More feelings during an ad– More favorable attitude toward the ad and the
brand
![Page 29: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/29.jpg)
Facilitating Retrieval
• Encoding-specificity– Memory is context
dependent, thus memory performance is improved when contextual cues present at encoding are retrieval are the same
![Page 30: Information Processing: Part I Dr. West Agenda Information Processing Framework –Exposure –Attention –Comprehension –Yielding ELM & FCB –Retention Memory](https://reader036.vdocument.in/reader036/viewer/2022062518/56649d4a5503460f94a2724a/html5/thumbnails/30.jpg)
Assignment
• Finish Reading– Chapters 8 – 10, 11 (pp 278 - 298, 303 - 304,
333 - 345, 369 - 376, 401 - 411)