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    Verlyn Teniente
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    1. Three key factors influence information processing: perception, involvement, and memory. Perception is how consumers are exposed to and make sense of information. Involvement is the level of engagement with the task. Memory is how the information is assimilated and used to guide decisions. 2. Sensation and perception are the first stages, where exposure activates the senses. Attention then allocates cognitive capacity, either unconsciously scanning features or actively searching based on personal relevance. Capturing attention depends on stimulus nature, size, colors, motion, sounds, and placement. This information is then processed in the memory.

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    1. Three key factors influence information processing: perception, involvement, and memory. Perception is how consumers are exposed to and make sense of information. Involvement is the level of engagement with the task. Memory is how the information is assimilated and used to guide decisions. 2. Sensation and perception are the first stages, where exposure activates the senses. Attention then allocates cognitive capacity, either unconsciously scanning features or actively searching based on personal relevance. Capturing attention depends on stimulus nature, size, colors, motion, sounds, and placement. This information is then processed in the memory.

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    18 views8 pages

    Information Processing

    Uploaded by

    Verlyn Teniente
    1. Three key factors influence information processing: perception, involvement, and memory. Perception is how consumers are exposed to and make sense of information. Involvement is the level of engagement with the task. Memory is how the information is assimilated and used to guide decisions. 2. Sensation and perception are the first stages, where exposure activates the senses. Attention then allocates cognitive capacity, either unconsciously scanning features or actively searching based on personal relevance. Capturing attention depends on stimulus nature, size, colors, motion, sounds, and placement. This information is then processed in the memory.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    1

    Information
    Processing
    Information
    Processing

    Information in marketing is defined as the


    content of what consumers received from the
    outside world and the reactions that are
    generated.
    THE THREE FACTOR THAT INFLUENCE
    INFORMATION PROCESSING ARE:

    INFLUENCE THE MEMORY


    PERCEPTION INFORMATION FUNCTIONS
    PROCESSING
    It is the process through which It is the process where the
    individual are exposed to It is the degree or involvement of consumers uses the mental
    information, attend to them the consumer to the task. information processing of
    information and comprehend it. assimilating into active stimulus
    response as guide in decision
    making towards a particular
    product or service.
    INFORMATION
    EXPOSURE AND
    STIMULUS
    informationRESPONSE
    exposure activates the
    consumer’s sensory organ so that the
    entire mechanism of information
    processing can begin. CONSUMERS SENSATION
    AND PERCEPTION
    Consumer's exposure to the product stimulates
    the sensory organs.

    CONSUMERS
    ATTENTION
    Attention is the allocation of cognitive
    capacity to an object or taste so that
    information is commonly processed.
    TYPES OF ATTENTION

    CAPTURING THE
    THE PRE- THE ATTENTION CONSUMER'S
    ATTENTION STAGE STAGE ATTENTION
    It is an unconscious process in It is the process where the
    The nature of stimulus is an
    which consumers automatically consumers actively search for
    important component in
    scan the features of the product information of the product or
    capturing the consumers
    or brand. brand that has personal
    attention.
    relevance to them.
    MOVEMENT ATTRACT
    ATTENTION

    These are done with neon signs that


    stimulate motions.

    UNUSUAL SOUNDS CAN


    ACTIVATE THE
    ORIENTATION RESPONSE

    television advertises have taken to use


    distinctive sounds in their commercial.
    THE SIZE OF THE
    ADVERTISING
    STIMULUS
    Large print advertisement are more
    attention-grabber than small print
    advertisements.

    THE COLORS OF THE


    ADVERTISEMENT

    The graphic artist have applied the Gestalt


    principles of contrast in print or television
    advertising.
    THE PLACEMENT OF
    THE ADVERTISEMENT

    Advertisement in theaters develops a


    capture audience as movie goers have no
    choice but to view advertisement before the
    film begins.

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