What kind of relationship exists between the cognitive component: attention, comprehension and memory?
the relationship in the cognitive component between consumer attention, comprehension, and memory is best described as- reciprocal
what are the four characteristics that we need to consider of the cognitive system?
-interpretation
-activated knowledge
-limited capacity
-processing occurs automatically
interpretation
involved interactions between knowledge in memory and information in the environment
activated knowledge
influences attention and comprehension processes
because of the cognitive system's limited capacity,
only a few things can be considered at once
much attention and comprehension processes occurs automatically ,
without much conscious awareness
What forms the core of the integration process?
attitudes, intentions, decision making
what forms the core of the knowledge process?
meanings, beliefs
what do we need to have interpretation?
exposure
is exposure a cognitive process?
no, rather, a great deal of exposure occurs through a consumer's own behavior that brings them in contact with their environment
when does the cognitive process begin?
although exposure if not a cognitive process- the cognitive process begins with exposure
how is behavior and exposure reciprocal?
behavior leads to exposure to environmental factors that might create a change to behavior as well as cognition and affect
what are two types of exposure?
intentional and accidental
is the level of intentional exposure high or low?
level of intentional exposure to marketing information are rather low and require or result in high-involvement
when does selective exposure occur?
-when consumers become more adept to avoiding exposure
-when consumers of not maintain accidental exposure to marketing information
Because of the critical importance of exposure, what kind of strategies should marketers develop?
strategies that enhance the probability that consumers will be exposed to their information and products
what are some of the strategies to enhance consumers exposure to information and products?
-facilitate intentional exposure
-maximize accidental exposure
-create appropriate level of exposure
-maintain exposure
-internet
accidental exposure is most likely to be associated with
preconscious attention
when a firm introduces a new product they are compelled to
maximize accidental exposure
we know as interpretation moves forward
levels of attention narrows and intensifes
the consumers attention to marketing information
is influences by their previous cognitive state
when does attention turn into comprehension
-it is fuzzy when attention turns into comprehension
- we know that attention and comprehension are part of the interpretation processes
attention processes
-attention implies selectivity
-it connotes awareness and consciousness
-attention also suggests intensity and arousal
what are some of the factors influencing attention?
-affective states (emotional state)
-involvement
-environmental prominence
affective states
-low arousal reduces the amount and intensity of attention
-a high state of affective arousal can narrow consumers' focus of attention and make attention more selective
involvement
-motivational state guiding stimuli selection for focal attention and comprehension
-is determined by the means-end chains are activated form memory, related affective responses, and arousal level
how would you define involvement?
the motivational state that guides the selection of stimuli for focal attention and comprehension
Does low levels of intentional exposure produce high levels of involvement?
no
what is the most lasting form of involvement result from?
intrinsic self-relevance
what are some factors affecting environmental prominence?
-vivid pectoral images
-novel or unusual stimuli
-clutter
what is meant by intrinsic self-relevance?
identify the product consequences and values consumers consider most important (from their past experiences)
what is meant by situational self-relevance?
best described as a temporary association between a product and important self-relevant consequences
-generated higher levels of involvement and motivation to attend to marketing information
what is interpretation
process by which consumers understand or make sense of their own behavior
comprehension characteristics
-automatic or controlled
-concrete or abstract meanings
-few or many meanings
-weaker or stronger memories
what are inferences?
interpretation that produce knowledge or beliefs that go beyond the information given
inferences during comprehension
-play a large role in the construction of means-end chains
-are influences by consumers' existing knowledge in memory
-consumers use cues in making inferences
-marketers may try to stimulate consumer to form inferences during comprehension
what are some of the other factors influencing comprehension?
-knowledge in memory
-involvement
-exposure environment
knowledge in memory
-consumers knowledge in determined in terms of being an expert or a novice
-marketers need to understand existing knowledge structures of target audience to develop effective marketing strategies
involvement
has a major influence on consumers' motivation to comprehend marketing information at the time of exposure
exposure environment
-can affect consumers' opportunity to comprehend marketing information
factors influencing consumer comprehension
-time pressure
-consumers' affective states
-distraction