MKT 400 Lecture Notes - Lecture 4: Message Passing, Signify, Habituation
Document Summary
Lecture 4 comprehension, memory, and cognitive learning. Comprehension refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning. The components of consumer information processing: meaning and value are inseparable, marketers attempt to communicate value, many factors will influence what a consumer comprehends. Comprehension depends on multiple factors: message characteristics: physical, message source, and complexity of the message, message receiver characteristics: intelligence, physical limitations and involvement, environmental characteristics: information intensity, training, and timing. Numbers are often used in the auto industry as model names of cars: spacing three 30-second ads spread over three hours achieve better consumer recall than one 90-second ad. Congruity this characteristic represents the extent to which a message is internally consistent and fits the surrounding information. The figure is the object that is intended to capture a person"s attention in the message.
