attention processes
DESCRIPTION
Consumer Behavior and Marketing StrategyJ. Paul PeterJerry C. OlsonAttention ProcessesVariations in AttentionFactors Influencing AttentionAffective statesInvolvementEnvironmental prominenceTRANSCRIPT
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Attention Processes
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Attention
Implies selectivity
Connotes awareness and consciousness
Suggests intensity and arousal
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Variations in Attention
Preconscious Attention
Focal Attention
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Levels of AttentionPreconscious
AttentionFocal Attention
• Uses active knowledge from long term memory• No conscious awareness• Automatic process• Uses little or no cognitive capacity• More likely for familiar, frequently encountered concepts, with well-learned memory representations• More likely for concepts of low to moderate importance or involvement
• Uses active knowledge from long term memory• Conscious awareness• Controlled process• Uses some cognitive capacity• More likely for novel, infrequently encountered concepts, with well-learned memory representations• More likely for concepts of high importance or involvement
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Affective States
Involvement
Environmental Prominence
Factors Influencing Attention
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• Low arousal reduces amount and intensity of arousal
• High arousal narrows consumers’ focus of attention; makes it selective
• Other affective states, such as moods, (are diffuse and general, and are not related to any stimulus); also influence attention
Affective States
Factors Influencing Attention
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Affective States
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Affective States
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• Determined by the means-end chains activated from memory, related affective responses, and arousal level
• A motivational state that guides the selection of stimuli for focal attention and comprehension
Involvement
Factors Influencing Attention
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Involvement
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Involvement
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• Stimuli associated with marketing strategies can influence consumers’ attention
• Most prominent marketing stimuli are most likely to attract attention
Environmental prominence
Factors Influencing Attention
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Environmental prominence