Information Processing in Consumer Behavior

Information Processing Steps

Exposure → Attention → Comprehension → Memory

Exposure in Consumer Behavior

Bringing a stimulus within reach of the senses.

Attention

Purposeful allocation of cognitive capacity to understand a stimulus.

Comprehension

Deriving meaning from information received.

Memory in Consumer Behavior

Processes to encode, store, and retrieve information over time.

Elements of Perception

Exposure, Attention, Comprehension

Factors Affecting Exposure

Influenced by selectivity, goals, mere exposure, subliminal messaging, and just noticeable difference (JND).

Weber's Law

As initial stimulus intensity increases, detecting differences becomes harder.

Factors Affecting Attention

Stimulus factors (size, color, format, etc.), individual factors (needs, interests).

Learning in Consumer Behavior

Change in behavior/memory due to information processing.

Types of Learning

Intentional and Unintentional

Behavioral Learning Approaches

Classical conditioning and Operant conditioning

Comprehension

Consumer's interpretation or understanding of a stimulus.

Factors Affecting Comprehension

Message, message receiver, and environment

Message Characteristics Impacting Comprehension

Color, intensity, font, number, simplicity, congruity, organization (e.g., Gestalt principles)

Receiver Characteristics Affecting Comprehension

Intelligence, involvement, familiarity, expectations, brain dominance

Environmental Factors Influencing Comprehension

Message intensity, timing, framing

Prospect Theory

Framing affects risk assessment; negative frames feel riskier.

Multiple-Store Theory of Memory

Memory includes sensory, short-term, and long-term stores.

Aids to Learning

Repetition, Chunking, Dual Coding, Meaningful Encoding

Associative Network

Web of linked knowledge (schemas, scripts, prototypes)

Motivation

Process driving goal-directed behavior to satisfy needs/wants.

Types of Motivation

Utilitarian (functional) and Hedonic (emotional/gratifying)

Regulatory Focus Theory

Preventative focus (avoid negatives) vs. Promotion focus (pursue ideals)

Expectancy Theory

Behavior is pulled by expected outcomes (approach or avoid)

Motivational Conflict Types

Approach-Approach, Approach-Avoidance, Avoidance-Avoidance

Involvement

Personal relevance in a consumption act

Types of Involvement

Product, Shopping, Situational, Enduring, Emotional

Difference Between Emotion and Mood

Emotions are short-lived, moods are longer-lasting.

Cognitive Appraisal Theory

Explains emotion's role in decision-making (anticipation, agency, fairness, outcomes)

Personality in Consumer Behavior

Consistent patterns of behavior, thoughts, emotions, and responses.

Debate on Trait-Based Personality in Marketing

Issues with scale validity, context, and weak behavioral prediction

Lifestyle in Consumer Behavior

Patterns of time/money usage reflecting values and self-concept

Psychographics

Measurement of lifestyle (e.g., VALS)

VALS Classification Dimensions

Self-orientation (ideals, achievement, self-expression) and Resources

Types of Self-Concept

Actual, Ideal, Private, Public, Extended

Symbolic Interactionism

Using products to communicate self-concept to others

Products Shaping Self-Concept

Through ownership, personalization, symbolic value, peak experiences