INFORMATION PROCESSING
CONB111 | BSBA Marketing Management | First Year
INFORMATION PROCESSING
Information in marketing is defined as
the content of what consumers
received from the outside world and the
reactions that are generated.
Consumer Information is obtained
through the different senses of vision,
hearing, taste, smell, and touch.
Consumer Information Processing
- It is the process through which
consumers are exposed to
information and they come with
it.
The three factors that influence
processing are:
1. Perception
- It is the process through which
individuals are exposed to
information, attend to that
information and comprehend it.
2. Influence Information Processing
- It is the degree of involvement of
the consumer to the task. It is
the process where the consumer
will move from the exposure
stage to attention stage.
3. The Memory Functions
- It is the process where the
consumer uses the mental
information processing of
assimilating into active stimulus
response as guide in decision
making towards a particular
product or service.
INFORMATION EXPOSURE AND
STIMULUS RESPONSE
Information Exposure
- Activates the consumer’s
sensory organ so that the entire
mechanism of information
processing can begin.
Marketing Communication
- Advertisements and other
mediums must be used by
marketers to activate the
sensory organs of the consumers
to develop favorable responses
to the product or brand.
CONSUMER’S SENSATION
AND PERCEPTION
Consumer’s Exposure to the product
stimulates the sensory organs.
Product or Brand Information must
therefore appeal to the different
senses to get a favorable reaction.
CONSUMERS ATTENTION
Attention
- It is the allocation of cognitive
capacity to an object or task so
that information is commonly
processed.
Types of Attention
1. The Pre-Attention Stage
- It is an unconscious process in
which consumers automatically
scan the features of the product
or brand.
2. The Attention Stage
- It is the process where the
consumers actively search for
information of the product or
brand that has personal
relevance to them.
3. Capturing the Consumer’s Attention
- The nature of the stimulus is an
important component in
capturing the consumer’s
attention.
Strategies to Capture Consumer
Attention
1. Movement Attracts Attention
- These are done with neon signs
that stimulate motions.
2. Unusual Sounds can Activate the
Orientation Response
- Television advertisers have taken
to using distinctive sounds in
their commercials.
3. The Size of the Advertising
Stimulus
- Large print advertisements are
more attention-grabber than
small print advertisements.
4. The Colors of the Advertisement
- The graphic artists have applied
the Gestalt principles of
contrast in print or television
advertising.
5. The Placement of the
Advertisements
- Advertisement in theaters
develops a captive audience as
movie goers have no choice but
to view the advertisements
before the films begins.
CONSUMERS’
COMPREHENSION STAGE
Comprehension Stage of information is
the period when the customer begins to
perceptually organize and interpret the
information in order to derive meaning
about the product or brand.
Comprehension is particularly
important for the advertisers.
THE ROLE OF CONSUMER
EXPECTATION
Consumer Expression strongly affects
their comprehension and interpretation
of the marketing stimuli.
Consumers expect that when they buy
the new product, it serves their needs
and desires.
CONSUMER INVOLVEMENT
Consumer Involvement
- It is the perceived personal
importance and interest that
consumers attach to the
acquisition, consumption and
the disposition of goods or
service.
The Four Important Factors that
Influence Involvement level are:
1. The type of product under
consideration.
2. The characteristics of the
communication or medium used.
3. The situation where the consumer
operates.
4. The consumer’s personality.
 CONSUMER INVOLVEMENT
RESPONSE
The Common Involvement
1. Situational Involvement
- It occurs over a short period and
is commonly associated with
specific situations.
2. Enduring Involvement
- It occurs when the consumers
show a consistent high level of
interest about the product.
3. Self-Expressive Importance
Involvement
- This occurs when the consumer
feels that owning a new product
will express their self-concept
with other people.
4. The Hedonic Importance
Involvement
- This occurs when the product
under consideration appears
pleasurable and interesting.
5. Practical Relevance Involvement
- This involvement occurs when
the consumer sees products that
have utilitarian value and are
beneficial for their daily use.
THE EFFECTS OF HIGH
INVOLVEMENT
The purchasing decision of the
consumer is affected by his level of
involvement.
Category of Involvement Process
1. Low Involvement
- It will create in the perception of
the consumer a low decision
making process.
2. High Involvement
- It will create a high decision
process.
THE CONSUMER-PRODUCT
RELATIONSHIP
One of the most important concepts
that marketers must understand is the
consumers’ relationship with the
products and the brand.
Marketing strategies should be designed
to create and maintain strong and
meaningful consumer-product
relationships.
Research findings revealed four market
segments with different level of intrinsic
self-relevance for a product category
and brand:
1. Brand Loyalist
- Has strong affective ties to one
favorite brand that they
regularly buy.
2. Routine Brand Buyers
- They do have a favorite brand
that they buy regularly.
3. The Information Seekers
- They try to use various
information mediums searching
for good brands and tend to buy
a variety of brands in the
product category.
4. Brand Switchers
- They buy the product they hold
on as long as it appears to their
emotional preferences.