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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

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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

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Product and service trials

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

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Kahneman (1973) 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

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Ads containing lot of printed text tend to have less

impact than those with

concrete, vivid stimuli...

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The vividness effect is greatest when people receive face-to-face verbal communication...

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2. Momentary Intentions (Voluntary attention)

3. Cost-benefit analysis

4. Physiological Arousal

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Arousal and Attention Intensity

Att

enti

on

Inte

nsi

ty

Arousal

High

Low

Low Moderate High

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Distraction can affect whether people believe false claims...

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Repetition exacerbates the tendency for people to believe false claims...

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Miscomprehension

Pragmatic inferences:

1. May: “Brand X may help relieve pain.”

2. Comparison Ommission: “Brand X give you greater mileage.

3. Juxtaposition: “Be popular! Brush with Ultra Brite.”

4. Incomplete Information: “50 doctors recommend…”

5. Piecemeal Information: “More head room than Mercedes, more leg room than Cadillac,…”

6. Negative Questions: “Don’t you want your child to be successful?”

7. Affirmation of the Consequent: “Women who look younger use Oil of Olay.”

If p, then q

If q, then p

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FTC Cases

Milky Way

Carnation Instant Breakfast

Mattel

Ocean Spray

Hi-C

Wonder Bread

Lysol

Listerine

Baggies

BlackFlag

Campbell’s Soup

Grape Nuts

Gainesburgers

Vivarin

Medi-Hair