Consumer’s Decision Process:

Constraints on Decision Process

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
Information Processing and Overload
Consumers have limited capacity to:
Attend
Perceive
Process
… marketing stimuli.
Understanding consumers’ information processing capabilities
facilitates visibility of :
Branding
Assortment
Category

Coursera (Marketing Strategy Specialization) –

2
Shameek Sinha
Information Processing and Overload

Coursera (Marketing Strategy Specialization) –

3
Shameek Sinha
Attention: Unexpectedness

Coursera (Marketing Strategy Specialization) –

4
Shameek Sinha
Attention: Personal Relevance

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha