Weekly Blog Post #2
HappyRainFrog1
MAR6506RX9Module2-InformationProcessing.ppsxThis Photo by Unknown Author is licensed under CC BY-SA-NC
Information Processing
Information Processing
Similar to computer processing, the mind processes information received
Refers to the process by which stimulus is received, interpreted, stored, and retrieved
Information processing has five stages:
Exposure: Achievement of proximity to stimulus
Attention: Allocation of processing capacity to the input (stimulus)
Comprehension: Interpretation of the input (stimulus)
Acceptance: Persuasive impact of the input (stimulus)
Retention: Transfer of input (stimulus) interpretation into long-term memory
Of great importance is knowing how information is stored, retained and retrieved as explained through the Information Processing Framework
Information Processing Framework
Attention
Sensory Input
Encoding
Retrieval
Rehearsal
Sensory store
Short – term store (working memory)
Long-term store
Information Processing Perspective: Sensory Store
First interaction with information (Temporary store of information)
Two senses used to reach sensory store:
Iconic ( visual lasts- less than 1 second)
Echoic (hearing - lasts 3-4 seconds)
Data comes in fragmented pieces e.g. color, shapes and not as a whole image
Imagery allows for formation of mental pictures and perception
Image lasts for short period (2-3 secs)-if info is not processed its lost forever
Challenge for marketers is create lasting impression
Attention allows to the retention of information- something that generates interest or value
Information Processing Framework
Attention
Sensory Input
Encoding
Retrieval
Rehearsal
Sensory store
Short – term store (working memory)
Long-term store
Information Processing Perspective: Short-Term/Working Memory
Information is held briefly and has small capacity (e.g. phone numbers)
Process of rehearsal/repetition allows for transferring to long-term store
Information can be lost if not rehearsed or transferred
Rehearsal is done purposely for encoding to occur
Encoding uses words or visuals to represent a perceived product
”Learning” through a visual image is easier than through verbal information
Use of Imagery to identify brand
This Photo by Unknown Author is licensed under CC BY
Information Processing Framework
Attention
Sensory Input
Encoding
Retrieval
Rehearsal
Sensory store
Short – term store (working memory)
Long-term store
Information Processing Perspective: Long-Term Memory
Learning occurs once information reaches long-term memory
Retains information for long-periods of time (storage of data)
Activation- Relate new information with old one
Chunking- Information stored in chunks and constantly organized and re-organized
Information stored in two-ways:
Episodic: Recollection of experiences- event related in space and time
Example: Recalling what you did for your birthday last year
Semantically: General knowledge acquired through time
Example: Capitals of countries
Retrieval: recovers information from long-term back to short term memory to be used at purchase moment
Long- term memory is where marketers want their messages to live
Key Takeaways
Buyer Decision Process consists of 5 steps starting from recognition of need to post-purchase evaluation
Marketers must understand behaviors at each stage which includes experiences, learning, using, and disposing.
Through learning, individuals acquire knowledge and experience they later apply to future purchase behavior
Involvement theories:
People engage in limited information with low-involvement purchases
Extensive information search processing happens with high-involvement purchases occur
Behavioral learning theories stressed imply that learning is a result of external stimuli
Cognitive learning theory assumes learning involves mental processes rather than through behavior
Marketers should understand how information is processed and retained through the sensory store to the short-term store and into the long-term store.
