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Consumer Behavior: A
FrameworkJohn C. MowenMichael S. Minor
Chapter 3:
Involvement andPerception
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Information . . .
. . .is the content ofwhat is exchangedwith the outer world
as we adjust to it andmae our adjustmentfelt upon it.
. . . allows us to
adapt to and evenin!uence the worldaround us.
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Information Processing . . .
. . . is the process through whichconsumers are exposed toinformation" attend to it"comprehend it" place it in memor#"
and retrieve it for later use.
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$hree Important %actors
In!uence InformationProcessing:
Perception Involvement
Memor# &Chapter '(
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Perception . . .
. . . is the process through whichindividuals are exposed toinformation" attend to the
information" and comprehend theinformation.
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$hree Stages of Perception
)xposure stage * consumers receive
information through their senses. +ttention stage * consumers allocate
processing capacit# to a stimulus.
Comprehension stage * consumersorgani,e and interpret the informationto o-tain meaning from it.
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Consumer Involvement . . .
. . . is the perceived personalimportance andor interest attached
to the ac/uisition" consumption" anddisposition of a good" service" or idea.
+s involvement increases" the consumerhas greater motivation to comprehendand ela-orate on information.
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Several factors in!uence
the level of theconsumer0s
involvement:
$#pe of product -eing considered1 Characteristics of the communication
received -# the consumer1 Characteristics of the situation within
which the consumers is operating1 Personalit# of the consumer.
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$wo Main $#pes of
Consumer Involvement Situational * 2ccurs over a short time
period and is associated with aspecic situation" such as a need toreplace a product that has -roen.
)nduring * 2ccurs when consumers
show a consistent high*level ofinterest in a product and fre/uentl#spend time thining a-out theproduct.
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Involvement Has Multiple
Dimensions:
4edonicimportance
Self*expressiveimportance
Practicalrelevance
Purchase ris
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+s Involvement 5evels
Increase: Consumers tend to process more in*
depth information
6eneral increase in arousal levels Consumers are liel# to give more
diligent consideration to informationrelevant to the particular decision
More liel# to -e an extendeddecision*maing process
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7ottom 5ine on
Involvement 8ou must now the level of involvementof #our customers.
Measure the level of enduring
involvement. Ma# identif# multiple consumer
segments. 4igh involvement versus lowinvolvement segments. 9ill target with
dierent promotions. 4igh involvement segments ma# -e earl#
adopters.
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Moderating )ects of
Involvement
Ad Liking
High
Low
Low High
Need for Cognition
Emotional Ad
Informational Ad
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$he )xposure Stage
)xposure to a stimulus is the rst stepin the processing of information.
$he sensor# organs are activated andthe entire mechanism of informationprocessing can -egin.
In!uencing a customer is done -#
exposing consumers to informationthrough mareting communications.
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;apping" orchannel surng"with the televisionremote control isa pro-lem for
advertisers.
Industrial:-loced -#secretar#"messages notreturned" etc.
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$he Stud# of Sensation . . .
. . . investigates thewa# people reactto raw sensor#information
received throughtheir senseorgans.
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Su-liminal Perception . . .
+. parallels#stems" so ma# impact
-road emotions.C. Incidental learning ismuch more important.
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$he Just ?oticea-le=ierence $hreshold &J?=(
. . .
+. . . . is the minimal amount of
dierence in intensit# of a stimulusthat can -e detected @AB of the time.
7. )xamples: changing si,e ofpacage" changing taste" changing
the /ualit# of sound" or touch" orsmell of product.
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9e-er0s 5aw and the J?=
9e-ers 5aw states that as the intensit# ofthe stimulus increases" the a-ilit# to detect adierence -etween the two levels of thestimulus decreases.
J?=**Just ?oticea-le =ierenceJ?= D Intensit# E Constant &.FA rule of
thum-( 4ow much to lower price of GFA"AAA car>
Is pricing J?=> ?oHH Is justmeaningful dierence.
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Consumer +daptation . . .
. . . is the amount or level of the
stimulus to which the consumerhas -ecome accustomed.
+ reference point to which changes inthe level of the stimulus arecompared.
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$he 7utter!# Curve . . .
. . . is the idea thatsomething slightl# dierentma# -e perceived more
positivel#.
AL
Liking
Stimulus intensity
4igh
5ow
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$he +ttention Stage
7efore consumers can comprehendand remem-er information" the# must
rst attend to it. +ttention involves the allocation of
cognitive capacit# to an o-ject or tas sothat information is consciousl# processed.
$he more demanding the tas" thegreater amount of attention will -efocused on it.
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$#pes of +ttention
Preattention is an unconscious process inwhich consumers automaticall# scan the
features of the environment. +ttention can -e voluntar# or involuntar#.
Selective attention is voluntaril# selectivel#focusing on relevant information.
2rientation re!ex is the involuntar# re!ex ofwhen something surprising or novel ispresented one turns toward and allocatesattention to it.
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Capturing Customers0
+ttention 6oal is to activate
the orientationre!ex -# creatingstimuli thatsurprise" threaten"
anno#"or violatethe expectation ofconsumers.
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$he Comprehension
Stage . . .. . . is the process in which individualsorgani,e and interpret information
Perceptual organi,ation is the wa# peopleperceive the shapes" forms" gures" and linesin their visual world.
Interpretation process is how people draw
upon their experience" memor#" andexpectations to attach meaning to a stimulus.
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Perceptual 2rgani,ation
6estalt ps#chologistsattempted to identif#
the rules that governhow people taedisjointed stimuli andmae sense out ofthem. $he analretentive artist**)sher.
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Interpretation . . .
. . .is tr#ing to gain
an understandingof somethinggarnering ourattention
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Semiotics . . .
. . . is the anal#sis of howpeople o-tain meaning fromsigns
Signs are the words" gestures"pictures" products" and logosused to communicateinformation from one person toanother.
)simo Joe0sKs#m-oli,es cold-eer and fun times. It0s t*shirtsare reputed to -e the Fnd-estselling in the world after 4ard
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Semiotics: Le# Concepts
Signs: words" gestures" pictures"and other s#m-ols that conve#
meaning. se semiosis anal#sis to identif#
meanings transmitted.
%ocus groups provide methodolog#. Cross*cultural: do -ac translations.