PERSONAL SELLING

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Process of Sales Communication

INFORMATION PROCESSING
the process through which a person is 1. exposed to information 2. attends to it 3. comprehends it 4. places it in memory and 5. retrieves it for later use.

PERCEPTION
the process through which a person is A. exposed to information, B. attends to the information, and C. comprehends the information

PERCEPTION ««.CONT.
Exposure: a person receives information through his/her senses Attention: a person allocates processing capacity to a stimulus Comprehension: a person interprets the information to obtain meaning from it

ATTENTION
the allocation of cognitive capacity to an object or task Types of Attention voluntary attention: a person actively searches out information that has personal relevance selective attention: a person selectively focuses attention on relevant information

ATTENTION

involuntary attention: a person is exposed to something surprising, novel, threatening, or unexpected - e.g.:
y y y y y y

surprise movement unusual sounds size of stimulus contrast effects color

COMPREHENSION
Interpretation processes: people draw upon their experience, memory and expectations to attach meaning to a stimulus Expectations: prior beliefs about what should happen in a given situation can influence the interpretation of information Semiotics: how it is that people interpret meaning from signs signs: words, gestures, pictures, products, and logos used to communicate information

INVOLVEMENT
the process through which a person is influenced by the perceived personal importance and/or interest evoked by a stimulus Personal importance increases as perceived risk increases. As involvement increases, a person has greater motivation to comprehend and elaborate on information salient to the purchase. Higher levels of involvement are expected to result in  a greater depth of information processing  increased stimulation  more extended decision making  Factors which can influence purchase involvement:  situation  product  personality  communication

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