3) involvement and perception

7/25/2019 3) Involvement and Perception

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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.

3) involvement and perception

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