Is a series of activities by which stimuli are perceived transformed into information and stored?

Marketing Implications of Information Processing: Literature Review and Directions for Future Research

Abstract: IInformation processing is a series of activities by which stimuli are perceived, transformed into information, and stored (Best et al., 2003). The theory of information processing is becoming increasingly popular in today’s information rich environments. Surprisingly, in literature there is little research and discussion on the marketing implications of information processing. The present study tries to explore the various studies related to the importance of information processing. The study highlights the marketing implications of information processing on Indian consumer. The objective of this study is to help the marketing managers understand the Indian consumers processing of information. Knowing and analyzing the information processing styles of the target consumers based on the important variables studied in this research, will help marketers design and place their marketing programs most effectively. Based on the literature review the paper proposes few research propositions in understanding of marketing implications of information processing.
Keywords: Information Processing, Marketing implications, Exposure, Attention, Involvement level, Memory and Socio-demographic variables.

Chapter 8 Perception

LO1: Perception

Information processing is a series of activities by which stimuli are

perceived, transformed into information, and stored. 4 steps, these

processes occur virtually and simultaneously and are clearly interactive:

1.Exposure: random ------deliberate

When stimulus comes within range of a person’s receptor

nerves.

2.Attention: low involvement ----- high involvement

When the stimulus is seen

3.Interpretation: low involvement ------ high involvement

Assignment of meaning to the receives sensations

4.Memory: short term ------- long-term

Short-term use of meaning for immediate decision making or

the longer-term retention of the meaning.

Perception consists of those activities by which an individual acquires

and assigns meaning to stimuli. In the first 3 stages exposure,

attention & interpretation. Perception & memory are selective.

Perceptual defences: individuals are not passive recipients of marketing

messages. 感性防御:个人不是营销信息的被动接受者

If and when perception occurs, the meaning derived from a stimulus is

typically transferred to memory where it is stored and can be later

retrieved when consumers are making purchase decisions.

LO2: Exposure

Exposure: occurs when a stimulus comes within range of one of an

individual’s primary

sensory receptors. People are exposed to only a small fraction of the

available stimuli.

Selective exposure

When consumers actively avoid certain marketing stimuli. In the

advertising area is termed ad avoidance.

广告回避

Impact of self-selecting nature of media exposure can be seen in:

1. Zipping 快进: fast-forwards through a commercial on a pre-recorded

program

2. Zapping 切换频道: switching channels when a commercial appears

3. Muting 静音: turning the sound off during commercial breaks.

Ad avoidance appears to increase as advertising clutter increases and as

consumer attitude toward advertising become more negative.

Marketers try to overcome avoidance by using tactics such as product

placement andhybrid ads. Product placement: increase exposure by

placing a brand within entertainment medialike movies in exchange for

payment. Provides exposure that consumers don’t try to avoid.

Is a series of activities by which stimuli are perceived transformed into information and stored quizlet?

What do you call a series of activities by which stimuli are perceived transformed into information and stored?

Which information processing stages are involved in perception quizlet?

What occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing?