5. attention and comprehension

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5. attention and comprehension

  1. 1. attention implies selecting from a large set of info consumer has to be conscious of the stimulus consumer needs to be aroused to sex, children, puppies, etc consciously attend preconscious levels focal affective states: low arousal reduces the amount and intensity of attention environmental prominence: most factors influencing attention prominent stimuli are the most effective involvement intrinsic self-relevance situational self-relevance mark impli selective: consumers more adept at factors affecting env prominence avoiding exposure, they dont maintain intentional: rather low accidental exposure to mark info make sense of the env attention processes exposure to information interpretation processes accidental (random) constructing meanings and know structures schemas and scripts activated comprehension mental framework during comprehension 5. Attention and accretion, tuning and restructuring comprehension know in memory: expert or novice not relevant involvement factors influencing it environmental factors exposure env: time consumer avoid information pressure, distractions, mark info not prominent affective states miscategorization of the info ability to recall meanings exposure env mark impli level of inv inferences: meanings constructed by consumers create situational self-relevance grab attention fast! make ads look like something else make mark info more prominent how can marketing counteract facilitate intentional exposure enhance consumers information avoidance maximize accidental exposure to info and products create appropriate level of exposure maintain exposure5. Attention and comprehension.mmap - 18/11/2010 -

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