PRESENTED BY- MADHU VERMA

INFORMATION PROCESSING IN CONSUMER BEHAVIOUR

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.

CONSUMER INFORMATION PROCESSING

It is the process through which consumers areExposed to informationAttend to itComprehend itPlace it in memoryRetrieve it for later use

STAGES INVOLVED IN CONSUMER INFORMATION PROCESSING

1. Perception2. The Exposure Stage3. Attention Stage4. The Comprehension Stage5. Consumer Involvement

PERCEPTION STAGE

It is the process through which individuals are exposed toInformationAttend the informationComprehend the informationExposure- Consumers receive information through their sensesAttention- Consumers allocate processing capacity to a stimulusComprehension- Consumers interpret the information to obtain meaning from it.

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.

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?

THE ATTENTION STAGEIt is the process of the allocation of cognitive capacity to an object or task.Types of AttentionVoluntary 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

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

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.

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 makingFactors which can influence purchase involvement:--situation-product-personality-communication

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