The Scientific Study of Consumer Behavior prenhall消费者行为prenhall科学研究.pptVIP

Consumer Attention and Comprehension Product knowledge acquired through firsthand experience Product knowledge acquired through secondhand experience Limits of attention Attention intensity Selective attention Comprehension Miscomprehension 1,200 Television Stations 10,000 Radio Stations 30 Hours of TV per Week 700 TV Commercials per Week 700 Radio and Print Ads per Week Product and service trials Kahneman (1973) Arousal and Attention Intensity Miscomprehension FTC Cases TM 2-* Copyright ? 1999 Addison Wesley Longman, Inc. TM 2-* Copyright ? 1999 Addison Wesley Longman, Inc. In-Store Samples - foods beverages - perfume testers - cosmetic samples Mail Samples - snacks, cereals, etc. - laundry detergent - personal care items Product Demonstrations for Durables - test drives for autos - softward demos. - music CD’s and systems Service Samples Demonstrations - free dry cleaning - trial lawn care service - free carpet cleaning Selective Attention - allocation of effort Intensity - amount of effort The allocation policy is controlled by: 1. Enduring dispositions (involuntary attention) a. Salience ? intensity ? change ? complexity ? novelty ? unit formation (expectations, shared infrequency) b. Vividness ? emotional interest of information ? concreteness and imaginability of information ? sensory, spatial, and temporal proximity of information Ads containing lot of printed text tend to have less impact than those with concrete, vivid stimuli... The vividness effect is greatest when people receive face-to-face verbal communication... 2. Momentary Intentions (Voluntary attention) 3. Cost-benefit analysis 4. Physiological Arousal Attention Intensity Arousal High Low Low Moderate High Distraction can affect whet