consumer attention and comprehension
DESCRIPTION
Consumer Attention and Comprehension. Product knowledge acquired through firsthand experience Product knowledge acquired through secondhand experience Limits of attention Attention intensity Selective attention Comprehension Miscomprehension. 1,200 Television Stations - PowerPoint PPT PresentationTRANSCRIPT
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Consumer Attention and Comprehension
Product knowledge acquired through firsthand experience Product knowledge acquired through secondhand experience Limits of attention Attention intensity Selective attention Comprehension Miscomprehension
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1,200 Television Stations
10,000 Radio Stations
30 Hours of TV per Week
700 TV Commercials per Week
700 Radio and Print Ads per Week
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Product and service trials
In-Store Samples - foods & beverages - perfume testers - cosmetic samples
Mail Samples - snacks, cereals, etc. - laundry detergent - personal care items
Product Demonstrations for Durables - test drives for autos - softward demos. - music CD’s and systems
Service Samples &Demonstrations - free dry cleaning - trial lawn care service - free carpet cleaning
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Kahneman (1973) Selective Attention - allocation of effort Intensity - amount of effort
The allocation policy is controlled by:1. Enduring dispositions (involuntary attention)
a. Salience • intensity • change • complexity • novelty • unit formation (expectations, shared infrequency)
b. Vividness • emotional interest of information • concreteness and imaginability of information • sensory, spatial, and temporal proximity of information
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Ads containing lot of printed text tend to have less
impact than those with
concrete, vivid stimuli...
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The vividness effect is greatest when people receive face-to-face verbal communication...
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2. Momentary Intentions (Voluntary attention)
3. Cost-benefit analysis
4. Physiological Arousal
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Arousal and Attention Intensity
Atte
ntio
n In
tens
ity
Arousal
High
Low
Low Moderate High
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Distraction can affect whether people believe false claims...
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Repetition exacerbates the tendency for people to believe false claims...
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Miscomprehension Pragmatic inferences:1. May: “Brand X may help relieve pain.”
2. Comparison Ommission: “Brand X give you greater mileage.
3. Juxtaposition: “Be popular! Brush with Ultra Brite.”
4. Incomplete Information: “50 doctors recommend…”
5. Piecemeal Information: “More head room than Mercedes, more leg room than Cadillac,…”
6. Negative Questions: “Don’t you want your child to be successful?”
7. Affirmation of the Consequent: “Women who look younger use Oil of Olay.”
If p, then q
If q, then p
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FTC Cases
Milky Way
Carnation Instant Breakfast Mattel
Ocean Spray Hi-C Wonder Bread Lysol Listerine
Baggies
BlackFlag Campbell’s Soup
Grape Nuts Gainesburgers Vivarin Medi-Hair