consumer information processing perception information processing motivationinvolvement

Consumer Information Consumer Information ProcessingProcessing

PerceptionPerception

Information ProcessingInformation Processing

MotivationMotivation

InvolvementInvolvement

Information ProcessingInformation Processing

Information processing involves several Information processing involves several different cognitive processes:different cognitive processes:– Receiving informationReceiving information– Organizing informationOrganizing information– Attaching meaning to informationAttaching meaning to information– Storing information Storing information – Retrieving informationRetrieving information

Model of Information Model of Information Processing SystemProcessing System

SensoryStimuli•Sights•Sounds•Smells•Tastes•Textures

SensoryReceptors

Sensation

Attention Interpretation

Meaning

Responses

Short-termMemory

Long-term Memory

Rehearsal

Encoding

Retrieval

Sensory Memory

Exposure to Sensory StimuliExposure to Sensory Stimuli

A stimulus is any input to the senses.A stimulus is any input to the senses.

The stimulus characteristics are a key The stimulus characteristics are a key factor in determining what will be factor in determining what will be perceived and how it will be perceived.perceived and how it will be perceived.

Sensory receptors--eyes, ears, nose, Sensory receptors--eyes, ears, nose, mouth, and skin.mouth, and skin.

SensationSensation

The immediate and direct response of The immediate and direct response of sensory receptors to stimuli.sensory receptors to stimuli.

How consumers react to stimuli.How consumers react to stimuli.



SensoryReceptors

Sensation


Meaning

Responses

Short-termMemory

Long-term Memory

Rehearsal

Encoding

Retrieval

Sensory Memory

Sensory MemorySensory Memory

Temporary storage of sensory Temporary storage of sensory informationinformation

High capacityHigh capacity

Less than 1 second (vision) or a few Less than 1 second (vision) or a few seconds (hearing)seconds (hearing)

Affecting Sensation:Affecting Sensation:

Absolute thresholdAbsolute threshold– The lowest level at which a stimulus can be The lowest level at which a stimulus can be

detected 50% of the time.detected 50% of the time.

Differential sensory thresholdDifferential sensory threshold– The ability to detect changes or differences The ability to detect changes or differences

between two stimuli. between two stimuli.


Just noticeable difference (JND) Just noticeable difference (JND) thresholdthreshold– The minimum amount of difference in the The minimum amount of difference in the

intensity of a stimulus that can be detected intensity of a stimulus that can be detected 50% of the time.50% of the time.

– Weber’s Law: The greater the intensity of Weber’s Law: The greater the intensity of the initial stimulus, the more the intensity the initial stimulus, the more the intensity has to be changed before the change will has to be changed before the change will be noticed.be noticed.

Applications of JNDApplications of JND

Changes in packagingChanges in packaging

Changes in serving sizes/package amountsChanges in serving sizes/package amounts

Changes in corporate identities (logos)Changes in corporate identities (logos)

Changes in priceChanges in price


Sensory adaptationSensory adaptation– The amount or level of a stimulus to which The amount or level of a stimulus to which

the consumer has become accustomed; the consumer has become accustomed; the point at which consumers stop noticing the point at which consumers stop noticing or attending to the stimulus.or attending to the stimulus.


Subliminal persuasionSubliminal persuasion– Stimuli occurring without the consumer’s Stimuli occurring without the consumer’s

awareness that affect information awareness that affect information processing.processing.

– No evidence this has any effect on No evidence this has any effect on consumer behaviorconsumer behavior

– Subliminal techniquesSubliminal techniques EmbedsEmbeds Auditory messagesAuditory messages

AttentionAttention

Allocation of cognitive capacity to an Allocation of cognitive capacity to an object or task.object or task.

Selective attention/selective exposureSelective attention/selective exposure Voluntary attentionVoluntary attention Involuntary attentionInvoluntary attention Perceptual defensePerceptual defense Perceptual blockingPerceptual blocking



SensoryReceptors

Sensation


Meaning

Responses

Short-termMemory

Long-term Memory

Rehearsal

Encoding

Retrieval

Sensory Memory

Short-Term MemoryShort-Term Memory Working memoryWorking memory Primary work area of information Primary work area of information

processing systemprocessing system Information is held only briefly,Information is held only briefly, 10-30 10-30

secondsseconds Limited capacity, 5-9 pieces of informationLimited capacity, 5-9 pieces of information Capacity is enlarged if consumer is highly Capacity is enlarged if consumer is highly

involvedinvolved

Short-Term Short-Term Memory ProcessesMemory Processes

ChunkingChunking– Group several pieces of information together and Group several pieces of information together and

treat as a settreat as a set RehearsalRehearsal

– Mental repetition of informationMental repetition of information Keeps information in ST memory longerKeeps information in ST memory longer Assists in transfer of information to LT memoryAssists in transfer of information to LT memory

EncodingEncoding– Assign a word or visual image to represent Assign a word or visual image to represent

informationinformation

Short-Term Memory ProblemShort-Term Memory Problem

Information overloadInformation overload

Attention is influenced by:Attention is influenced by:

Personal determinantsPersonal determinants– Need/motivationNeed/motivation– AttitudesAttitudes– Sensory adaptationSensory adaptation– Span of attentionSpan of attention

Attention is also influenced by:Attention is also influenced by:

Marketing actionsMarketing actions– SurpriseSurprise– MovementMovement– Unusual soundsUnusual sounds– Size of stimulusSize of stimulus– Contrast effectsContrast effects– colorcolor

InterpretationInterpretation

Organize and interpret informationOrganize and interpret information

Comprehend informationComprehend information

Assign meaning to informationAssign meaning to information

Associated yet with short-term memoryAssociated yet with short-term memory

Elements of InterpretationElements of Interpretation

Perceptual organizationPerceptual organization– The ways in which we perceive shapes, The ways in which we perceive shapes,

forms, figures, and lines in our visual world.forms, figures, and lines in our visual world.– We view stimuli in terms of relationships We view stimuli in terms of relationships

with other events, sensations, or images.with other events, sensations, or images.– Gestalt psychologyGestalt psychology

PatternsPatterns ConfigurationsConfigurations WholesWholes


Consumer expectationsConsumer expectations– Price-quality relationshipPrice-quality relationship

Stimulus categorizationStimulus categorization– Consumers rapidly, sometimes Consumers rapidly, sometimes

unconsciously categorize stimuliunconsciously categorize stimuli Perceptual setPerceptual set

– The readiness to perceive or act in The readiness to perceive or act in particular ways in a situation.particular ways in a situation.


Perceptual inferencesPerceptual inferences– Sensory cues lead to inferences, provide Sensory cues lead to inferences, provide

meaning.meaning.

SemioticsSemiotics– Study of signs and symbols and how Study of signs and symbols and how

consumers attach meaning to signs and consumers attach meaning to signs and symbolssymbols

ResponsesResponses Two types of consumer responses occur during Two types of consumer responses occur during

the interpretation stage of information processing:the interpretation stage of information processing:– Cognitive responsesCognitive responses

Thoughts Thoughts

– Affective responsesAffective responses Feelings, emotionsFeelings, emotions

These responses may or may not be transferred These responses may or may not be transferred into long-term memory, depending on the extent into long-term memory, depending on the extent of rehearsal and encoding that takes place in of rehearsal and encoding that takes place in short-term memory.short-term memory.



SensoryReceptors

Sensation


Meaning

Responses

Short-termMemory

Long-term Memory

Rehearsal

Encoding

Retrieval

Sensory Memory

Long-Term MemoryLong-Term Memory

Unlimited capacity to store informationUnlimited capacity to store information Information is constantly being organized Information is constantly being organized

and reorganized as new chunks of and reorganized as new chunks of information are transferred in from ST information are transferred in from ST memorymemory

Information is stored in associative networks Information is stored in associative networks called schemascalled schemas– NodesNodes– LinkagesLinkages

Consumer InformationConsumer Information

Tends to be stored in one of two ways:Tends to be stored in one of two ways:– EpisodicallyEpisodically– SemanticallySemantically

RetrievalRetrieval

Retrieval is the process whereby Retrieval is the process whereby information is recovered from LT memory.information is recovered from LT memory.

Spreading activationSpreading activation– As one node is activated, other nodes As one node is activated, other nodes

associated with it also begin to be triggered. associated with it also begin to be triggered. Thus, meaning Thus, meaning spreads acrossspreads across the network, the network, bringing up concepts including competing bringing up concepts including competing brands and relevant attributes that are used brands and relevant attributes that are used in making decisions.in making decisions.

Factors Affecting RetrievalFactors Affecting Retrieval

PhysiologicalPhysiological– e.g., agee.g., age

Mood congruence effectMood congruence effect– Consumers are better able to access Consumers are better able to access

information if their mood at the time of information if their mood at the time of retrieval matches their mood at the time retrieval matches their mood at the time when the information was processed.when the information was processed.


Familiarity and recallFamiliarity and recall– Prior familiarity with information enhances its Prior familiarity with information enhances its

recall.recall. Salience and recallSalience and recall

– The more important the information or the The more important the information or the more prominent that a stimulus is in contrast more prominent that a stimulus is in contrast to the environment, the better will be recall.to the environment, the better will be recall.

Von Restorff effectVon Restorff effect


Visual vs. verbal cuesVisual vs. verbal cues– Memory of visual images tends to be better Memory of visual images tends to be better

than memory of verbal informationthan memory of verbal information– Visual and verbal cues together will have Visual and verbal cues together will have

greatest impact on ability to retrieve.greatest impact on ability to retrieve.

Factors Affecting Factors Affecting Information ProcessingInformation Processing




An activated state within a person that An activated state within a person that leads to goal-directed behavior.leads to goal-directed behavior.

An activated state can be the result of An activated state can be the result of the perception process--i.e., a stimulus the perception process--i.e., a stimulus prompts problem/need recognition--and prompts problem/need recognition--and the resulting activated state drives the resulting activated state drives information processing toward the information processing toward the achievement of some goal. achievement of some goal.

Example:Example:It’s 10 o’clock pm, you’re watching TV and see an ad for a thick, It’s 10 o’clock pm, you’re watching TV and see an ad for a thick,

juicy hamburger--it looks so good you can almost smell it.juicy hamburger--it looks so good you can almost smell it.

Perception of the visual stimulus (the ad) causes you to become Perception of the visual stimulus (the ad) causes you to become aware of being hungry. You want to satisfy your hunger. You aware of being hungry. You want to satisfy your hunger. You go to the refrigerator to scan your choices, exposing yourself go to the refrigerator to scan your choices, exposing yourself to more stimuli--visual images, smells, etc. Your information to more stimuli--visual images, smells, etc. Your information processing system kicks in, attending to the stimuli, attaching processing system kicks in, attending to the stimuli, attaching meaning, perhaps retrieving information from LT memory, meaning, perhaps retrieving information from LT memory, etc., until you find something to satisfy your cravings. etc., until you find something to satisfy your cravings.

Model of the Motivation ProcessModel of the Motivation Process

Unfulfilled

needs, wants, and

desires

Unfulfilled

needs, wants, and

desires

TensionTension DriveDrive

LearningLearning

CognitiveprocessesCognitiveprocesses

TensionreductionTension

reduction

BehaviorBehaviorGoal or

needfulfillment

Goal orneed

fulfillment

Dynamic Nature of MotivationDynamic Nature of Motivation

Needs are never fully satisfied.Needs are never fully satisfied.

New needs emerge as old needs are New needs emerge as old needs are satisfied.satisfied.

People who achieve their goals set new People who achieve their goals set new and higher goals for themselves.and higher goals for themselves.

Classification of MotivesClassification of Motives

Physiological vs. PsychologicalPhysiological vs. Psychological

Conscious vs. UnconsciousConscious vs. Unconscious

Positive vs. NegativePositive vs. Negative

Rational vs. EmotionalRational vs. Emotional

Motivational TheoriesMotivational Theories

Several different theories exist to Several different theories exist to explain the process of motivationexplain the process of motivation

General theories of motivationGeneral theories of motivation– Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs– Murray’s List of Social NeedsMurray’s List of Social Needs

Theory of learned needsTheory of learned needs Expectancy x value theoryExpectancy x value theory

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Pyramid of needs that assumes Pyramid of needs that assumes consumers satisfy lower level needs consumers satisfy lower level needs before higher level needs.before higher level needs.

Sufficiently generic to encompass most Sufficiently generic to encompass most needs.needs.

Culture and time-bound.Culture and time-bound. No way to test and measure the No way to test and measure the

hierarchy.hierarchy.

Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(Affection, friendship, belonging)

Ego Needs(Prestige, status, self-esteem)

Self-actualization(Self-fulfillment)

Murray’s List of Social NeedsMurray’s List of Social Needs

Based on the belief that needs are Based on the belief that needs are aroused in relationship with other things aroused in relationship with other things and are not independent of each other. and are not independent of each other. Needs help to determine our behaviors.Needs help to determine our behaviors.

Needs associate with inanimate objectsNeeds associate with inanimate objects– AcquisitionAcquisition– RetentionRetention– ConstructionConstruction

Social Needs, continuedSocial Needs, continued Needs concerned with human powerNeeds concerned with human power

– DominanceDominance– DeferenceDeference– AutonomyAutonomy

Needs concerned with affection between Needs concerned with affection between peoplepeople– AffiliationAffiliation– NurturanceNurturance– RejectionRejection– PlayPlay

Theory of Learned NeedsTheory of Learned Needs

Trio of NeedsTrio of Needs– PowerPower

Individual’s desire to control environment.Individual’s desire to control environment.

– AffiliationAffiliation Need for friendship, acceptance, and Need for friendship, acceptance, and

belonging.belonging.

– AchievementAchievement Need for personal accomplishment.Need for personal accomplishment.

Expectancy x Value TheoryExpectancy x Value Theory

The strength of the tendency to act in a The strength of the tendency to act in a certain way depends on the strength of certain way depends on the strength of the expectancy that the act will be the expectancy that the act will be followed by a given consequence (or followed by a given consequence (or goal) and the value of that consequence goal) and the value of that consequence to the individual.to the individual.

Our behavior depends on what we Our behavior depends on what we expect to happen.expect to happen.


The level of personal importance and/or The level of personal importance and/or interest evoked by a stimulus.interest evoked by a stimulus.– Personal importancePersonal importance– Personal relevancePersonal relevance– Perceived riskPerceived risk– Personal interestPersonal interest

A High Level of Involvement...A High Level of Involvement...

Increases capacity of ST memory.Increases capacity of ST memory. Increases level of attention to stimuli.Increases level of attention to stimuli. Increases the likelihood that information Increases the likelihood that information

will be stored and retrieved.will be stored and retrieved. Increases motive arousal and goal-Increases motive arousal and goal-

directed behavior.directed behavior. Is associated with more extensive Is associated with more extensive

decision making.decision making.

Types of InvolvementTypes of Involvement

SituationalSituational– Associated with specific situationAssociated with specific situation– Short-termShort-term

EnduringEnduring– Consistent interest in some situation over Consistent interest in some situation over

an extended period of timean extended period of time– Long-termLong-term

consumer information processing perception information processing motivationinvolvement

Documents

transfer of information

informationstoring information

sensory stimulia stimulus

stimulus characteristics

initial stimulus

sensory adaptationthe

priceaffecting sensation

consumers awareness