Chapter 2: Consumer Attention and Comprehension
- Attention = bringing information into conscious awareness through
perception (seeing, hearing, smelling, tasting, and feeling)
- Comprehension = ability to learn the meaning of new information
by relating it to old information stored in memory
PRODUCT KNOWLEDGE ACQUIRED THROUGH FIRSTHAND
EXPERIENCE
- Product trial = trying or using a product to learn about the product
and acquire knowledge -> direct/firsthand experience
Provides rich and useful information about the characteristics
and properties of a new product.
Secondhand experience is less informative i.e. hearsay
Product trial of consumer durables
- Expensive items (cars and computers) can't be given as samples,
but trials can be managed through direct experiences.
Consumers prefer test drives to experience features firsthand,
crucial for high-cost purchases.
- Test drives are used for products like computers, where firsthand
experience is more persuasive than ads.
PRODUCT KNOWLEDGE ACQUIRED THROUGH SECONDHAND
EXPERIENCE
- Consumers acquire a great deal of information and knowledge about
products through secondhand experience.
- Attention = bringing information into conscious awareness through
perception (seeing, hearing, smelling, tasting, and feeling)
- Comprehension = ability to learn the meaning of new information
by relating it to old information stored in memory
PRODUCT KNOWLEDGE ACQUIRED THROUGH FIRSTHAND
EXPERIENCE
- Product trial = trying or using a product to learn about the product
and acquire knowledge -> direct/firsthand experience
Provides rich and useful information about the characteristics
and properties of a new product.
Secondhand experience is less informative i.e. hearsay
Product trial of consumer durables
- Expensive items (cars and computers) can't be given as samples,
but trials can be managed through direct experiences.
Consumers prefer test drives to experience features firsthand,
crucial for high-cost purchases.
- Test drives are used for products like computers, where firsthand
experience is more persuasive than ads.
PRODUCT KNOWLEDGE ACQUIRED THROUGH SECONDHAND
EXPERIENCE
- Consumers acquire a great deal of information and knowledge about
products through secondhand experience.
