Information processing in consumer behaviour
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Consumer information processing involves several stages: exposure, where consumers are exposed to information through their senses; attention, where consumers allocate cognitive capacity to stimuli; and comprehension, where consumers interpret information to derive meaning. Higher consumer involvement leads to deeper information processing, greater arousal, and more extensive decision making, as involvement reflects personal importance and interest in a purchase. Consumer information processing examines how individuals perceive, pay attention to, make sense of, and are influenced by information during purchasing decisions.
Information processing in consumer behaviour
- 1. PRESENTED BY- MADHU VERMA INFORMATION PROCESSING IN CONSUMER BEHAVIOUR
- 2. INTRODUCTION Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.
- 3. CONSUMER INFORMATION PROCESSING It is the process through which consumers are Exposed to information Attend to it Comprehend it Place it in memory Retrieve it for later use
- 4. STAGES INVOLVED IN CONSUMER INFORMATION PROCESSING 1. Perception 2. The Exposure Stage 3. Attention Stage 4. The Comprehension Stage 5. Consumer Involvement
- 5. PERCEPTION STAGE It is the process through which individuals are exposed to Information Attend the information Comprehend the information Exposure- Consumers receive information through their senses Attention- Consumers allocate processing capacity to a stimulus Comprehension- Consumers interpret the information to obtain meaning from it.
- 6. The EXPOSURE STAGE In this process consumer’s sensory organs are activated by stimulus. Selective Exposure- consumers can actively choose whether or not to expose themselves to information. e.g., zipping and zapping through a video tape (fast forwarding through commercials or turning off the sound during commercials) Sensation- the stimulation of a person's sensory receptors and the transmission of the sensory information to the brain.
- 7. Subliminal Perception- the idea that stimuli presented below the level of conscious awareness might influence behavior and feelings. Consumer Adaptation- the amount or level of the stimulus to which the consumer has become accustomed. A reference point to which changes in the level of the stimulus are compared Butterfly Curve- at the adaptation level, consumer preference for a stimulus declines because the person has become habituated to the stimulus. Preference for a stimulus is greatest at points just higher or lower than the adaptation level Eg- Why are fashions constantly changing?
- 8. THE ATTENTION STAGE It is the process of the allocation of cognitive capacity to an object or task. Types of Attention Voluntary attention: consumers actively search out information that has personal relevance Selective attention: consumers selectively focus attention on relevant information Involuntary attention: consumer is exposed to something surprising, novel, threatening, or unexpected. Eg- Surprise
- 9. THE COMPREHENSION STAGE It is the process through which individuals organize and interpret information. Perceptual Organization- the way people perceive shapes, forms, figures, and lines in their visual world Gestalt Psychology: attempts to understand how people perceive patterns in the world
- 10. 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.
- 11. CONSUMER INVOLVEMENT It is the process through which individuals are influenced by the perceived personal importance and/or interest As involvement increases, consumers have 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 arousal more extended decision making Factors which can influence purchase involvement:- -situation -product -personality -communication
- 12. THANKING YOU