Framework on Consumer Analysis

Behavior : Physical actions of customers that can be directly observed / measured by others.

Consumer environment : everything external to customers that influence what they think, feel, n
do.

Relationships Among Affect, cognitive, behaviour, & Environment has 5 implications :

Intro to Affect and Cognition

(4) Consumers Product Knowledge & Involvement


Attention & Comprehension

A. Attention
Attention in case of marketing and consumer means selectivity. The process of selectivity is
we are selecting from a large set of information and ignoring other information, so we focus
on which parts we want/ need.
Selective information is highly influenced by the consumers goals that are activated in the
situation. For instance, the shopper who attends crowded and noisy department store to look for
the cosmetic products she wants. She must selectively choose the right brand for her cosmetic by
attending the conversation with the salesperson of several brands, and attend to certain products
and brands, read labels, etc. At the same time, she must ignore other stimuli in the environment
that is not related to her wants.
Attention also connotes awareness and consciousness. Consumers must be somewhat alert and
aroused to attend something consciously. And the level of alertness influences how intensively the
consumer process the information. If the level of arousal is very low, we might have no intention
to pay attention to something.
Factors influencing Attention :
1. Consumers general affective state.
As I mentioned earlier, low arousal reduces the amount and intensity of attention. In
contrast, a high arousal is thought to increase the focus of attention and make
attention more selective. The affective states, such as moods, response, etc can influence
attention. For instance, consumer who are in a bad mood are more likely to notice negative
aspect of their environment.
2. Consumers involvement with the environment.
Involvement is a motivational state that guides the selection of stimuli. For instance,
consumers who experience high involvement because of needs, tend to focus their
attention on marketing stimuli that are relevant to their needs.
The level of involvement a consumer feel is determined by the activated from memory,
related to affective responses, and arousal level.
3. The prominence of the information in the environment.
The stimuli associated with marketing strategies can also influence consumers attention.
In general, the most prominent marketing stimuli are most likely to attract attention.
For instance, some companies have crated bright colorful label or used unsually names to
attract consumers attention in the store.

B. Comprehension
Comprehension refers to the interpretation processes by which consumers understand or make
sense of their own behaviors and relevant aspects of their environment.
Factors that influence comprehension:
1. Knowledge in memory
Consumers ability to comprehend marketing information in large determined by their
existing knowledge in memory.
Expert consumers are quite familiar with a product category, product forms, and specific
brands. And novice consumers have little prior experience with the product or brand.
2. Involvement
Consumer involvement at the time of exposure has a major influence on their motivation to
comprehend marketing information
3. Exposure Environment
Various aspects of the exposure situation or environment can affect consumers opportunity
to comprehend marketing information. These include factors such as time pressure,
consumers affective states, distraction, etc.

Ch 6 : Attitude & Attention