Exposure, Attention, Perception and Comprehension - Comprehension and consumer behavior
4 important questions on Exposure, Attention, Perception and Comprehension - Comprehension and consumer behavior
After successful exposure, attention and perception from the consumers, comprehension is next. Comprehension is the process of extracting higher-order meaning from what we have perceived in the context of what we already know. Source identification is a phenomenon part of comprehension that comes before actually comprehending. What does this mean?
Marketers can improve the rate of objective comprehension by improving perceptual fluency. What is this and how can this be done?
This is the ease with which information is processed. Generally speaking, is this higher for established brands that have been known for years, compared with newer brands.
Ways to improve rate of objective comprehension are:
- Keeping the message simple
- Repeat the message on multiple occasions
- Presenting the same information in different modes (both visually and verbally)
- Influence subjective comprehension and therefore objective by placing messages in context of what consumers already know, by eg analogies.
Next to sensory memory, working memory exists. This is where most of our conscious information processing (comprehension) takes place. Processing in this part of the memory can take one of several forms. Which are these?
2. Imagery processing: representing thoughts with visual, auditory, tactile or olfactory memories.
When MAO is low --> working memory consists of simple reproduction of an object.
When MAO is high --> working memory consists of elaborated imagery processing by daydreaming, fantasizing, visual problem solving, or elaborated discursive processing.
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Working memory, particularly imagery processing, has several key implications for marketers. Which are these?
2. Stimulate future choice: making consumers imagine how they would use an offering can improve positive attitudes towards the offering.
3. Improve consumer satisfaction: by making imagery realistic, marketers can help prevent an unwanted outcome for consumers
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