How does prior knowledge affect the comprehension of a marketing message?
Abstract We present the results of a study designed to test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention and comprehension processes, and the extent of cognitive elaboration during comprehension. Felt involvement is a motivational state that affects the extent and focus of consumers' attention and comprehension processes, and thus the specific meanings that are produced. The results of the study provide strong evidence that felt involvement plays a motivational role in consumers' attention and comprehension processes. Show Journal Information Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values). Publisher Information Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals. Rights & Usage This item is part of a JSTOR Collection. Above is a diagram that demonstrates some general concepts and ideas behind the consumer
comprehension process, the factors involved, and how memories are ultimately stored in our brains for retrieval. This section of the diagrams shows different components of a message and the factors that affect comprehension therein. The first of these is the source. The SourceThe source of a message is where the message is coming from. In the marketing world, this will most likely be the brand itself or their marketing department. The source factors that affect message comprehension are:
The Message ItselfThe message itself predictably impacts the comprehension of said message. The factors that contribute to this are:
The ReceiverCharacteristics of the receiver can have a drastic impact on how they interpret and decipher the message. These factors include:
The EnvironmentThis refers to the environment in which the message is experienced and perceived, The factors involved are:
Comprehension Process and MemoryOnce a message has reached a consumer, there are many ways the information can be memorized. Generally, the more processes the stimulus goes through, the “further” into their memory it will go. For example, simpler sensory memories may only be thought about shortly before going away, whereas deeper, more meaningful memories may be elaborated on and ultimately stored within a person’s long-term memory. Stimuli can even cause memories to be brought back into the comprehension process in order to tie their messaging to those memories. Evoking memories can be a very powerful tool in marketing. Generally speaking, memories will end up in either sensory memory, workbench or short-term memory, or long-term memory. Sensory MemorySensory memory is the most superficial and fleeting form of memory. Many memories that belong here are never really comprehended or noticed, and therefore don’t establish a deep connection within a person’s mind. Sensory memories include things such as smell, taste, and sights. Sensory memory does have an unlimited capacity and will take in every single thing around us, but not all of it will be stored. Duration is very limited, and sensory memories often begin to fade the second we process them. Some other aspects of sensory memory are echoic storage, which refers to auditory information just the way were hear it just like an echo, and iconic storage, which is visual information stored as a exact representation of a scene like a photograph. Workbench MemoryWorkbench memory is where stimuli goes in order for our brains to “work” on them. Here our brains will comprehend and elaborate upon this information and decide what to do with it. The duration of workbench memory is limited but not as much as sensory memory, but the capacity is limited unlike sensory memory. Generally speaking, we can only hold about three to seven units of information at one time within workbench memory. However, the size of the workbench can expand or contract depending on the involvement and interest of the consumer. Encoding is the process in which information moves from workbench memory to long-term memory, and retrieval is the process in which information is transferred back from long-term to be “worked on” further. Long-Term MemoryLong-term memory is where all information a person has encountered ends up. Generally speaking, long-term memory has unlimited capacity and unlimited duration, barring any physical limitation or disabilities. However, the main issue involved here is recalling information. Memory traces are the mental paths in which thought can become active. A method to recalling information is mental tagging, which refers to the use of coded data in order to get information back onto the workbench and elaborating on it further. Furthermore, rumination is the unintentional, spontaneous, recurrent memory of past events that are not necessarily triggered by an event or environment. For example, someone who has had bad experiences in the past with a brand may ruminate on those experiences when faced with the brand again. Nostalgia is a more positive form of rumination, where someone looks back fondly on past events and relates them to current information What are the main factors that influence consumer comprehension?3 different factors that affect consumer comprehension:. Characteristics of the message.. Characteristics of the message receiver.. Characteristics of communication environment.. What is consumer comprehension?Comprehension: refers to the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned.
What is message congruity?Message Congruity. extent to which a message is internally consistent and fits surrounding information. Figure. object that is intended to capture a person's attention; the focal part of any message. Ground.
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