Marketing Integration: Information Processing

Question 1

Elaboration Likelihood Model

Answer 1

Question 2

Concept of Involvement (Definition)

Answer 2

Definitions 1.) Stimulus importance 2.) Interest in the stimulus 3.) Stimulus is central to one’s self concept – -consumers tend to think more about messages that match their self concept -brand becomes more meaningful the more it is linked to the self- enhances self-brand connections and emotional attachment (Homburg, Wieseke, & Hoyer 2009) BOTTOM LINE: Personal Relevance

Question 3

Concept of Involvement (Importance)

Answer 3

Degree of involvement determines the type of information processing

Question 4

Central Route

Answer 4

High Involvement

1. Motivated to process message arguments and engage in processing (cognitive or emotional) especially important for social media
2. May result in enduring attitude

Question 5

Peripheral

Answer 5

Low Involvement

1. Consumer is unmotivated or unable to process–especially relevant for mass media
2. Does not engage in extensive processing

Question 6

Types of Involvement

Answer 6

Situational vs. Enduring

Enduring- long term interest in a product or service

Situational- momentary interest in product, service, or communication

Cognitive vs. Affective

Cognitive- focus on thinking

Affective- focus on emotion and feelings

Question 7

Exposure

Answer 7

EXPOSURE
Coming into physical contact with a stimulus

Questions:
Which media most likely to generate exposure for communications?

How to gain widest distribution for product and get the best shelf placement?

Question 8

Exposure problems

Answer 8

PROBLEM: Consumer resistance is increasing- Examples:
No call lists
Pop- up blockers
The ‘Dreaded Z’s’- Zipping and Zapping
-NOTE: even when zipping, exposure can remind of previous exposures
Even when Web ads are avoided, negative attitudes develop

NOTE: New communication approaches are often intrusive and suffer same problems (EX: Walmart TV, Cell Phones)

Question 9

Exposure Solutions

Answer 9

Solutions:
Marketers must incorporate more reciprocity (two way flow) into MKT practices (move away from saturation and intrusiveness)
- Let consumers decide when and where they want to receive MKT communications
Make MKT communications a form of entertainment so consumers seek it

Question 10

Attention

Answer 10

Conscious impression

KEY POINTS:

Lots of clutter (media assault)- impossible to focus on all we are exposed to

Very limited and selective (involvement)- our filtering systems have become very thick and self- protective- want to maintain cognitive consistency- most important function of attention is screening out

Consumers feel enormous time pressure; time more precious than money (MKT communications get a smaller audience and less attention)

THUS, getting consumers’ attention one of the biggest challenges in marketing

Getting attention is a key goal of almost every communication

Question 11

Ways to Attract Attention

Answer 11

Make Personally Relevant
Present Need State- physiological and psychological needs

Appeal to Values (Perceptual Vigilance)- notice stimuli consistent with values

Past Reinforcement- attend to stimuli which have become associated with rewards or pleasant experiences (e.g., attractive sources, music, humor)

Question 12

Other Ways of Attracting Attention

Answer 12

A.) Novelty, Contrast, or Unexpectedness- anything unusual

B.) Rhetorical Questions

Use of ‘you’- answer not expected; just makes personally relevant

C.)Prominent Stimuli-

Size or length of message
Loudness
Movement and Intrusiveness (Internet)

D.) Color- intensity- can increase brand recognition by up to 80%

E.) Emotional appeals- ads which elicit upbeat and warm feelings are more likely to ‘hook’ consumers- are more interesting and can cut through the clutter

Question 13

The Problem of Habituation

Answer 13

familiar stimuli lose their attention-getting power

How to Handle- develop alternative forms of message

Question 14

Perception

Answer 14

Processed by one of five senses: hearing, taste, vision,touch, smell

Sight most common, BUT sound and smell can be powerful
Lindstrom (2008)- Visual images more powerful when combined with another sense (e.g., image plus fragrance; audio tags)

3 of 4 brands did better when vision and sound combined in a congruent way

NOTE: Smell is most primal and deeply rooted sense

Question 15

Comprehension

Answer 15

Understand message
Problem: miscomprehension may occur

National TV Study- 70.4% comprehension

National Print Study (Magazines)- 63.1% comprehension

Point: Miscomprehension is a significant problem even for simple advertisements

Question 16

Improving Comprehension

Answer 16

Keep message simple

Reinforce message in visual and verbal
Referential continuity- each of parts refers to main message

Repeat message
-Perceptual fluency- repetition makes it easier for consumers to recognize and process brand information- leads to greater liking

Question 17

Cognitive Responses

Answer 17

Cognitive Responses
Thoughts consumers have while processing a message
Persuasion Knowledge- consumers know what advertisers are trying to do and this increases resistance

Can have:
Counterarguments
Support arguments
Source derogations
Ad execution- related thoughts

KEY POINT: Counter arguments and source derogations reduce message effectiveness- need to reduce (Cognitive response monitoring)

Question 18

Critical Stage for Peripheral Route

Answer 18

Attention stage

Question 19

Critical stage for Central Route

Answer 19

Reception