InformtionProcessing_AgrimVerma

7/27/2019 InformtionProcessing_AgrimVerma

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Information

Processing

Submitted By:-

Agrim VermaMBA - A

Submitted To:-

Ms. Prabhjot Kaur


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Information Processing

Receiving information

Organising information

Attaching meaning to information

Storing information

Retrieving information


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Factors affecting IP

Motivation

Involvement


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Motivation

An activated state within aperson that leads to goal-

directed behavior. An activated state can be the

result of the perceptionprocess--i.e., a stimulusprompts problem/needrecognition--and theresulting activated statedrives information

processing toward the

achievement of some goal.


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Example

Its 10 oclock pm, youre watching TV and see an ad for a

thick tasty burger--it looks so good you can almost smell

it.

Perception of the visual stimulus (the ad) causes you to

become aware of being hungry. You want to satisfy your

hunger. You go to the refrigerator to scan your choices,exposing yourself to more stimuli--visual images, smells,

etc. Your information processing system kicks in,

attending to the stimuli, attaching meaning, perhaps

retrieving information from LT memory, etc., until you

find something to satisfy your cravings.


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Model of Motivation Process

Unfulfilled

needs,wants, and

desires

Tension Drive

Learning

Cognitive

processes

Tension

reduction

Behavior

Goal or

needfulfillment


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Theories of Motivation

General theories of Motivation Maslows Hierarchy of Needs

Murrays List of Social Needs

Theory of learned needs

Expectancy x value theory


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Involvement

The level of personal importance and/or interest evoked

by a stimulus.

Personal importance

Personal relevance

Perceived risk

Personal interest


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Types of Involvement


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Significance of Involvement

Increases capacity of Short Term memory.

Increases level of attention to stimuli.

Increases the likelihood that information will be stored

and retrieved.

Increases motive arousal and goal-directed behavior.

Is associated with more extensive decision making.


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Consumers with higher cognitive ability

generally acquire more product information

and consider more product attributes andalternatives than consumers with lesser ability


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The more experience a consumer has with a

product category, the greater is his or herability to make use of product information


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Store-houses of Information

Sensory Store

Short Term Store

Long Term Store


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Sensory Store

If information not processed, it is lost

immediately.

Relatively easy to get information in aconsumers sensory store, but, difficult

to make a lasting impression.


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Short-Term Store

Also, known as working memory.

Stage of real memory in which information is processed.


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Long-Term Store

Retains information for relatively long periods of time.


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Rehearsal

Failure to rehearse an input, either by repeating it or by

relating it to other data, can result in fading or eventualloss of information.


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Encoding

Encoding is the process by which we select a word or

visual image to represent a perceived object.


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Model of IP System

Sensory

Stimuli

Sights

Sounds

SmellsTastes

Textures

Sensory

Receptors

Sensation

Attention Interpretation

Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Exposure to sensory stimuli

A stimulus is any input to the senses.

The stimulus characteristics are a key factor in

determining what will be perceived and how it will be

perceived.


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Sensation and Sensory

Receptors

The immediate and direct response of sensory receptors

to stimuli.

How consumers react to stimuli.

Sensory receptors - eyes, ears, nose, mouth, and skin.


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Sensory Memory

Temporary storage of sensory information

High capacity

Less than 1 second (vision) or a few seconds (hearing)


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Attention

Allocation of processing capacity to stimuli.

Voluntary attention Involuntary attention

Perceptual Defense

Perceptual Blocking


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Short-Term Memory

Working memory

Primary work area of

information processingsystem

Information is held only

briefly, i.e., 10-30

seconds Limited capacity, 5-9

pieces of information

Capacity is enlarged if

consumer is highlyinvolved


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Short-Term Memory Processes

Chunking

Group several pieces of information together and treat as a

set Rehearsal

Mental repetition of information

Keeps information in ST memory longer

Assists in transfer of information to LT memory Encoding

Assign a word or visual image to represent information


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Attention is influenced by: Personal determinants

Need/motivation

Attitudes

Sensory adaptation

Span of attention Marketing actions

Surprise

Movement

Unusual sounds Size of stimulus

Contrast effects

Color


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Organize and interpret information

Comprehend information

Assign meaning to information


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Elements ofInterpretation

Perceptual organization

The ways in which we perceive shapes, forms, figures, and

lines in our visual world. We view stimuli in terms of relationships with other events,

sensations, or images.

Gestalt psychology

Patterns Configurations

Wholes


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Consumer expectations

Price-quality relationship

Stimulus categorization

Consumers rapidly, sometimes unconsciously categorize

stimuli

Perceptual set

The readiness to perceive or act in particular ways in a

situation.


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Perceptual inferences

Sensory cues lead to inferences, provide meaning.

Semiotics

Study of signs and symbols and how consumers attach

meaning to signs and symbols


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Responses

Two types of consumer responses occur during the

interpretation stage of information processing:

Cognitive responses Thoughts

Affective responses

Feelings, emotions

These responses may or may not be transferred into long-term memory, depending on the extent of rehearsal and

encoding that takes place in short-term memory.


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Long-Term Memory

Unlimited capacity to store information

Information is constantly being organized and

reorganized as new chunks of information are transferred

in from ST memory

Information is stored in associative networks called

schemas

Nodes

Linkages


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Sensory

StimuliSights

Sounds

Smells

Tastes

Textures

Sensory

Receptors

Sensation


Meaning

Responses

Short-term

Memory

Long-term

Memory

Rehearsal

EncodingRetrieval

Sensory

Memory


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Retrieval

Retrieval is the process whereby information is recovered

from LT memory.

Spreading activation

As one node is activated, other nodes associated with it also

begin to be triggered. Thus, meaning spreads across the

network, bringing up concepts including competing brands

and relevant attributes that are used in making decisions.


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Factors AffectingRetrieval

Physiological

e.g., age

Mood congruence effect

Consumers are better able to access information if their

mood at the time of retrieval matches their mood at the timewhen the information was processed.


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Factors AffectingRetrieval

Familiarity and recall

Prior familiarity with

information enhances its recall.

Salience and recall

The more important the

information or the more

prominent that a stimulus is incontrast to the environment, the

better will be recall.


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Visualizers

Consumers who prefer visual information and products

that stress the visual.

Marketers stress strong visual dimensions in order to

attract visualisers.


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Verbalisers

Consumers who prefer written or verbal information and

products.

Marketers stress a detailed description or point by point

explanation to attract verbalisers.


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Information Overload

When consumers are presented

with too much information, they

encounter difficulty in encoding

and storing it all.

Such overload may lead toconsumer frustration, confusion,

and even poor purchase decisions.


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