1. Information Processing and Consumer’s Perception

2. Information Processing
is the process through which consumers are
exposed to information,
become involved with it,
attend to it,
comprehend it,
place it into memory, and
retrieve it for later use
Mowen & Minor

3. Information Processing
Exposure
M EMORY
Stimuli:
Marketer
Denominated
Nonmarketer
Attention
Comprehension
Acceptance
Retention
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

4. Non-Marketer Dominated Stimuli
Suppliers does for information and persuasion
- advertising
- salesperson
- websites
Non-Marketer Dominated Stimuli
- Family and peers
- Opinion leader
- Media
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

5. Sensory System
The unique sensory quality of a product can help it stand out from the competition
Meaning, Colour Combination
Vision
Evoke memories, relieve stress
Smell
Functional Music, Stimulus Progression
Sound
Packaging to arouse consumer interest
Touch
Evoke strong childhood memories
Taste

6. Increased Sensory Input

7. Exposure
Exposure
The degree to which people notice a stimulus that is within range of their sensory receptors

8. Sensory Thresholds
Absolute Threshold: the minimum amount of stimulation that can be detected on a sensory channel
Differential Threshold: the ability of a sensory system to detect changes or differences among stimuli
Just Noticeable Difference (JND)
the minimum change in a stimulus that can be detected

9. Weber’s Law
Weber’s Law: the principle that the stronger the initial stimulus, the greater its change must be for it to be noticed
K = I I
Where:
K = The constant increase or decrease necessary for the stimulus
to be noticed (this varies across the senses)
I = The minimal change in intensity of the stimulus required to
be just noticeable to the person (J.N.D.)
I = The intensity of the stimulus before the change occurs

10. Marketing Applications of the JND
Need to determine the relevant j.n.d. for their products
so that negative changes are not readily discernible to the public
so that product improvements are very apparent to consumers

11. Betty Crocker Changes Fall Below the J.N.D.

12. Gradual Changes in Brand Name Fall Below the J.N.D.

13. Attention
Attention involves the amount of mental processing that is devoted to a particular stimulus.

14. Grabbing Consumers’ Attention
Consumers are bombarded with product information and advertisements each day
Companies have the formidable task of breaking through the clutter to attract consumers’ attention
Connect with consumers’ needs & expectation 1

15. This ad is likely to attract mothers with small children and it reminds them of the special dental needs of their children

16. 2. Stimulus Selection Factors
Size
Color
Intensity
Contrast
Position
Directionality
Movement
Novelty
Isolation
Learned Attention-Inducing Stimuli
Attractive Spokesperson
Scene Changes

17. Palm Pilot introduced a color version of its personal data manager and featured color prominently in its ads
Color

18. Apple used color to gain attention in the computer arena, highlighted in this ad

19. Movement
Tropicana attracts attention by showing motion with flying orange juice

20. The cookie (biscuit) in this Keebler ad is very large compared to the rest of the elements of the advertisement

21. Andersen Consulting uses an elephant as an unexpected stimuli to grab attention.

22. Comprehension
There is a tendency to obtain meaning from the totality of stimuli, a sort of Gestalt meaning. Three important principles of stimulus organization
Figure-ground
Grouping
Closure

23. Acceptance
perception: the process of creating meaningful patterns from raw sensory information
Perception:
Product
Brand
Service
Price
Quality
Store
Producer

24. Retention
Memory is the process by which we acquire information and store it for future use.

25. Three basic types of memory “systems”
Sensory memory
Temporary, lasts only a few seconds.
Short-term or working memory
Also temporary, but at least some processing is done such as chunking.
Long-term memory
Relatively permanent memory, the “hard drive.”
Information is stored in long-term memory
Episodically: by the order in which it is acquired
Semantically: according to significant concepts

26. Conceptualization of Long-Term Storage of Personal Computer Information
PERSONAL COMPUTERS
Models
Manufacturers
Operating Systems
Monitors
Printers
Type
Manufacturer
Type
Manufacturer
SOFTWARE
Word processing
Spreadsheets
Databases
Games
Graphics

27. Relationships among Memory Systems
Solomon

28. Information Processing and Memory Stores
Sensory Store
Working Memory (Short-term Store)
Long-term Store
Sensory
Input
Rehearsal
Encoding
Retrieval
Forgotten;
lost
unavailable
Schiffman & Kanuk

29. Rehearsal
The silent, mental repetition of material. Also, the relating of new data to old data to make the former more meaningful.

30. Encoding
The process by which individuals select and assign a word or visual image to represent a perceived object or idea.

31. Retrieval
The stage of information processing in which individuals recover information from long-term storage.

32. Information Processing
Exposure
M EMORY
Stimuli:
Marketer
Denominated
Nonmarketer
Attention
Comprehension
Acceptance
Retention
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

33. Thank You