MKTG 4204 Chapter Notes - Chapter 5: Maximum Exposure, Ikea, Detergent
28 Jan 2020
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Document Summary
Understanding consumers attention and comprehension of marketing information. Interpretation involves interaction between knowledge in memory and information in the environment: environmental information activates relevant knowledge. Exposure: critical for consumers interpretation process, no exposure, no interpretation. Selective exposure to information: more information in the environment = avoiding exposure. Selective exposure: current technology allows this -> change the channel or mute, fast forward. Involves selecting it from a large set of information and ignoring other information: connotes awareness and consciousness. Suggests intensity and arousal: highly automatic, unconscious level. Focal attention controlled, conscious level: greater cognitive capacity is needed, attention is controlled by the consumer who decides which stimuli to attend to and comprehend based on what goals are activated. Sense-making processes for constructing meaning is activated: 3 factors influencing attention. Low arousal = reduces amount and intensity of attention: high arousal = narrow consumers focus of attention and make attention more selective, moods.
