Information Processing Consumer Behavior 1 Information Processing l

Information Processing Consumer Behavior 1

Information Processing l l l Sensing Attention Interpretation Learning Memory Action Consumer Behavior 2

Some assumptions about how people process information l l Sense making Cognitive misers Perception is subjective Representations Consumer Behavior 3

Sensing: What Attracts Attention? Size l Intensity l Frequency l Contrast l Uniqueness l Consumer Behavior 4

Just Noticeable Difference JND: k = change in Intensity Consumer Behavior 5

Consumer Behavior 6

Attention l l Selective attention Automatic attention Consumer Behavior 7

MERE EXPOSURE Familiarity leads to liking! l Most stimuli l Works better with complex stimuli l Stronger effect with few exposures l Stronger effect with short duration l Do NOT have to recognize to like it l NET: Strongest effect when give limited thought! Consumer Behavior 8

Models of Memory l l l Sensory memory Short term memory Long term memory: Episodic Semantic Consumer Behavior 9

Characteristics of Long Term Memory l l l Associative network Must be activated Spreading activation Allows owner to make inferences Special way it can be organized: Means-end chains Consumer Behavior 10

Means-end Chains: types of meaning l l l Physical attributes Abstract attributes Functional consequences Psychosocial consequences Instrumental values Terminal values Consumer Behavior 11

Means-end chains: examples Consumer Behavior 12

Laddering: a method to elicit means-end chains l l What are most important attributes when person selects a brand of a product/service? With what benefit or consequence is each attribute associated? With what value is each benefit associated? “You mentioned that Perrier is hghly carbonated. Why is a lot of carbonation important to you? ” (repeat for each response) Consumer Behavior 13

Laddering Select 2 most important factors l For each factor ask: Why is X important to you? What does X give you? l Record means-end chain for each factor l Consumer Behavior 14

Positioning l Ways to position by attribute by use/usage situation by user by product class by competitor l Brand equity Consumer Behavior 15

BRAND EQUITY l l Brand Loyalty Brand Awareness Perceived Quality Brand Associations Consumer Behavior 16