Information Processing

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Information Processing
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Information Processing

• Sensing
• Attention
• Interpretation
• Learning
• Memory
• Action

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Some assumptions about how people process
information

• Sense making
• Cognitive misers
• Perception is subjective
• Representations

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Sensing What Attracts Attention?

• Size
• Intensity
• Frequency
• Contrast
• Uniqueness

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Just Noticeable Difference

• JND
• k change in Intensity
• Intensity

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Attention

• Selective attention
• Automatic attention

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MERE EXPOSURE

• Familiarity leads to liking!
• Most stimuli
• Works better with complex stimuli
• Stronger effect with few exposures
• Stronger effect with short duration
• Do NOT have to recognize to like it
• NET Strongest effect when give limited thought!

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Models of Memory

• Sensory memory
• Short term memory
• Long term memory
• Episodic
• Semantic

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Characteristics of Long Term Memory

• Associative network
• Must be activated
• Spreading activation
• Allows owner to make inferences
• Special way it can be organized
• Means-end chains

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Means-end Chains types of meaning

• Physical attributes
• Abstract attributes
• Functional consequences
• Psychosocial consequences
• Instrumental values
• Terminal values

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Means-end chainsexamples
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Laddering a method to elicit means-end chains

• What are most important attributes when person
  selects a brand of a product/service?
• With what benefit or consequence is each
  attribute associated?
• With what value is each benefit associated?
• You mentioned that Perrier is hghly carbonated.
  Why is a lot of carbonation important to you?
  (repeat for each response)

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Laddering

• Select 2 most important factors
• For each factor ask
  Why is X important to you? What
  does X give you?
• Record means-end chain for each factor
  

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Positioning

• Ways to position
• by attribute
• by use/usage situation
• by user
• by product class
• by competitor
• Brand equity

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BRAND EQUITY

• Brand Loyalty
• Brand Awareness
• Perceived Quality
• Brand Associations