MKT-3020 Lecture Notes - Lecture 4: Infiniti Qx56, Mazda Rx-8, Message Passing

• School: Clemson University
• Department: Marketing
• Course: MKT-3020
• Professor: Gaubert

Document Summary

What influences comprehension: comprehension: the way people cognitively assign meaning to (i. e. understand) things they encounter, ex. certain symbols like some assembly required or warning labels on cigarettes are comprehended as an intended message. It can be difficult to get consumers to accurately comprehend the message: 3 important issues regarding comprehension: Internal factors within the consumer influence the comprehension process and numerous components in the consumer value framework alter comprehension: comprehension includes both cognitive and affective elements aka comprehension involves both thoughts and feelings. This means comprehension applies to consumer attitudes: every message sends signals. Intensity: the greater the movement, sound, picture, etc. the more likely a consumer is to attend and comprehend something from a message: ex. Should be consistent with service offered: numbers: numbers and letters in combination can signal a (cid:862)te(cid:272)h(cid:374)ologi(cid:272)all(cid:455) ad(cid:448)a(cid:374)(cid:272)ed(cid:863) (cid:373)ea(cid:374)i(cid:374)g; usi(cid:374)g a future (cid:455)ear (cid:272)a(cid:374) also (cid:271)e progressive, ex.