Mind map

Complex Decision Making Model: Information Processing

Anse Rahman Marketing English

Map content

Exposure
- What influences it?
  - Ad location
  - Scheduling
  - Product placement
- Selective Exposure
  - Zipping
  - Zapping
Attention
- Characteristics
  - Selective
  - Can Be Divided
  - Limited
- Focal Attention
  - Hemispheric Laterization
    - Left Brain
      - Counting
      - Forming sentences
      - Words
    - Right Brain
      - Music
      - Pictures
      - Spatial Information
- Non-focal Attention
  - Preattentive Processing
    - Liking & Choice
- How to enhance it?
  - Personally Relevant Stimuli
  - Pleasant Stimuli
  - Surprising Stimuli
  - Easy-to-process Stimuli
Perception
- Vision
  - Size & Shape
  - Lettering
  - Image location on package
  - Color
- Hearing
  - Consistency in message delivery
  - Sonic identity
    - "I'm Lovin' It!"
  - Sound Symbolism
    - Letter D/G/V are luxurious
- Taste
  - Food sampling
- Smell
  - Physiological & emotional respones
  - Product trial
  - Effects: Liking & buying
- Touch
  - Clothes
- When is stimuli perceived?
  - Absolute Thresholds
    - Something vs Nothing
  - Differential Thresholds
    - Just Noticeable Difference
    - Weber's Law
  - Subliminal Perception
    - Eat Popcorn, Drink Coke
- How is stimuli perceived?
  - Perceptual organizations
    - Figure & ground
      - Background
    - Closure
      - Meaningful whole
        Filling the gap in pictures
    - Grouping
      - Unified impression
        BBQ items placed together in supermarkets
    - Bias for the whole
      - $500 > 5 X $100
Comprehension
- Source identification
- Objective Comprehension
  - How correctly the message is understood
- Subjective Comprehension
  - What is deemed to be understood (may/may not be correct)
- Miscomprehension
- Sources of consumer inferences
  - Brand names & symbols
    - Misleading names & labels
    - Similar names
  - Product features & packaging
    - Product attributes
    - Country of origin
    - Package design
    - Color
  - Price
  - Retail atmospherics, displays & distribution
    - Discount store
Memory
- Sensory Memory
  - Temporary storage
- Short-term Memory
  - Information encoding
    - Limited storage
    - Short-lived: cannot hold for too long
  - Discursive vs Imagery processing
    - Dual-coding
- Long-term Memory
  - Episodic Memory
    - Past experiences
    - Acquisitions, consumption episodes, dispositions
  - Semantic Memory
    - Facts
    - About things
    - Detach from specific episodes
- Explicit Memory
  - How to test?
    - Recognition
    - Recall
  - Consciously aware
- Implicit Memory
  - Not consciously aware
  - How to test?
    - Fragment completion
    - Stem completion
- Enhancing Memory
  - Chunking
  - Rehearsal
  - Recirculation
  - Elaboration
- Retrieval
  - Accesing info from semantic network
  - Failures
    - Decay
      - Getting weaker over time
      - Sleeper effect
        Remember message not source
    - Interference
      - Signals mixed up
        Similar ads
    - Primary & recency effects
      - Comes first/comes last: greater memory
  - Errors
    - Distortion
    - Confusion
  - Marketing Implications
    - Communication object
      - Recall brand name, attributes, benefits
    - Advertising effectiveness
      - Measuring recognition, recall
    - Influencing consumer choices
      - Internal search --> useful input for attitudes and choice
    - Segmentation
  - How to enhance it?
    - Characteristics of stimulus
      - Salience
        stands out
      - Prototypicality
        pioneer
      - Redundant cues
        Information that go together naturally
        Sponsorship of sports events by Nike
      - Medium of processing
        affects attention level
        Imagery
        Discursive
        Dual coding
    - What is stimulus linked to?
      - Retrieval cues
        stimuli that helps activate memory
      - Internal cues
        thought in your mind as a cue to remember other things
      - External cues
        brand name, logos, packages
    - Consumer characteristics
      - Mood/Expertise
Knowledge
- Content
  - Schemas
    - first thing that comes to mind
    - Places, people, brands
    - Scripts
      - Sequence of actions
        Sequence of withdrawing money from ATM
    - How is it organized?
      - Associative networks
        Link strength
        Favourability, uniqueness, salience
        Speading of activation
        MAO determines whether you have more thoughts or less
        Priming
        Unconsciously activated
  - Images
    - Brand personality
    - Brand image
  - Applications
    - Brand Extension
      - Same brand name, different category
    - Licensing
      - Sell rights to your brand name
    - Brand Alliance
      - 2 brands 1 product
    - Repositioning
      - Change schemas, images or personality
    - Product Crisis
      - Brand personality
        Plane crash
- Structure
  - Taxonomic Categorization
    - Graded Structure
      - Graded based on how well they represent the category
        Ice cream: 1. HaagenDazs
    - Maximal vs Minimal similarity
      - Put all juices together
    - Hierarchical Structure
      - Superordinate Level
        Beverages
      - Basic Level
        Tea/Coffee/Juice
      - Subordinate Level
        Herbal/Non-hebral Diet/Non-diet
  - Correlated Associations
    - Happen together
      - Made in Germany = High Quality
  - Goal-derived Categorization
    - Same goals --> classify together
    - Flexible
- Prototypes
  - Best example of a category
    - Theme Park: Disneyland
  - What affects it?
    - Frequency
    - Pioneer/first-mover
    - Shared Associations
      - Max. within category
      - Min. across categories
- Flexibility
  - Construal Level Theory
    - High: Abstract thinking
      - Desirability
    - Low: Concrete thinking
      - Feasibility
    - Factors
      - Time
      - Geographical distance
- Consumer Differences
  - Culture
    - Sets of associations, category members, prototypes differ
  - Level of expertise
    - Experts vs Novices: Ability to process new information differs
Attitudes
- High Effort: Central Route Processing
  - Cognitive: Thoughts
    - Direct vs Imagined Experience
      - Elaborating on actual experience
    - Reasoning by Analogy vs Category
      - Similarity of products
    - Values-driven Attitudes
      - How products conform to your values
    - Social Identity-based Attitude Generation
      - Expressing social identity
    - Analytical Processes of Attitude Formation
      - Form/change attitudes based on:
        Cognitive Response Model
        Counterarguments
        Support Arguments
        Source Derogations
        the person doesn't know / cannot be trusted
        Expectency-value Models
        Existing beliefs / knowledge
        Evaluations of these beliefs
    - Fishbein's Multiattribute Model of Attitudes
      - Attitude = Sum of (bi times ei)
        bi: how much belief that the product has that attribute
        how much do you this the product has this attribute
        ei: evaluation of the attribute
        how important or unimportant is it to you
      - Bipolar scale -3 to 3
        ei for high price: desirable vs undesirable
        bi for high price: agree vs disagree
        Compute average scores for all consumers' bi and ei
        Then use the model
      - Model Problem
        Theory of Reasoned Action is better
        Measures behavioural intention (Bi) too
        Includes influence of other people's opinions too
        Subjective norms
        Normative belief: NBi
        What a significant person in the consumer's life thinks about this
        Motivation to comply with or please this significant person: MCi
    - How are they influenced?
      - Source
        Credibility
        Reputation
      - Message
        Argument quality
        1-sided vs 2-sided
        Comparative messages
  - Affective: Emotions
    - Affective Involvement
      - strong emotional engagement with stimulus
        dog advertisement for pet food
    - Affective Responses
      - feelings generated in response to a message
    - Emotional Appeals
      - messages that elicit emotional response
    - How are they influenced?
      - Source
        Attractiveness
        Match-up Hypothesis
        source should be appropriate for the message
      - Message
        Emotional Appeals
        evoke positive emotions to attract consumers to product
        humour, love, joy
        evoke negative emotions that will occur if consumers do not use the product
        fear, pain, anxiety
    - Attitude towards Ad
      - May or may not be different from attitude toward brand
- Low Effort: Peripheral Route Processing
  - Persuasion
    - Peripheral route
      - uses less main message arguments
    - Peripheral cues
      - easily-processed 'non-central' aspects of message
        Music
        Visuals
        No mention of product benefits
  - Unconscious influences on Attitudes
    - Thin-slice Judgements
      - brief observations
      - Often accurate
    - Body Feedback
      - nodding vs shaking
      - Embodied cognition
        Our body influences our mind
  - Cognitive: Thoughts
    - How are they influenced?
      - Communication Source
      - Message
        Many Message Arguments
        Frequency heuristics
        Simple Message
        1 or 2 key benefits
        Involving Messages
        Self-referencing
        Category-and-Schema-Consistent Information
      - Message Context & Repetition
        Repetition
        Incidental Learning
        Truth effect
    - Simple inferences
      - Beliefs based on simple associations
        categorization, country of origin, price
    - Heuristics
      - Rule-of-thumb
        Easy to invoke
        Require little thought
    - Frequency Heuristics
      - More arguments = stronger claim
        Quantity over quality
    - Truth Effect
      - Many repetitions = likely to believe
  - Affective: Emotions
    - How are they influenced?
      - Source
        Attractive
        Likeable
        Celebrity: both attractive & likeable
      - Message
        Pleasant pictures
        Visual stimuli: UCS
        Music
        UCS
        Humour
        Sex
        Emotional content
        Transformational vs Informational advertising
        Utilitarian products
        Hedonic products
        increase emotions
        Dramas
        Context
        Ad after news / happy program
    - Mere Exposure Effect
      - Familiarity leads to liking
        Wearouts
        Multiple executions
    - Classical Conditioning
      - 2 stimuli paired together repeatedly
      - Stimuli 1: evokes natural response
      - Stimuli 2: no response
      - After being paired together so many times, stimuli 2 evokes the same response
      - Pavlov's Experiment
        Dog: Food & Bell
        Food: UCS Unconditional Stimulus
        Bell: CS Conditional Stimulus
        Salivation: UCR/CR Unconditional Response / Conditional Response
        Conditions
        No existing association between CS & UCS
        Forward conditioning: CS --> UCS only
        Repetition to increase strength of association
        Awareness of link between CS & UCS
        Logical fit between CS & UCS
    - Attitude towards Ad
      - May be more important in predicting overall attitudes
      - Dual-meditation
        Explain how attitude towards ad influences attitude towards brand
        Like an ad
        believe it --> indirect influence on brand attitude
        like the brand --> direct influence on brand attitude
    - Mood
      - can influence evaluations
      - Positive
        Ignore negative information
      - Affective responses
        SEVA: Upbeat & happy
        Deactivation feelings: Quiet & calmed
        Social affection: Warm & friendly
      - Effects of color & lighting
- Importance
  - Cognitive
    - Thoughts
  - Attentive
    - Feelings
  - Connative
    - Behaviours
- Chacteristics
  - Favourability
  - Accessibility
    - Remember my attitude easily
  - Confidence
  - Persistance
    - Like it for a long time, and will continue
  - Resistance to attack
    - Like it no matter what anyone says about it
  - Ambivalence
    - Like and hate at the same time
- When does it predict behaviour?
  - Level of involvement/Elaboration
  - Knowledge & Experience
  - Analysis of Reasons
  - Attitude Accessibility
  - Attitude Confidence
  - Specificity of Attitudes
  - Attitude-Behaviour Relationship over time
  - Emotional Attachment
  - Situational Factors
  - Normative Factors
  - Personality Variables
    - Self-monitoring

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Description: Marketing Mind Map on Complex Decision Making Model: Information Processing, created by Anse Rahman on 25/03/2019.
Created by: Anse Rahman
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