Mar 3503 Lecture 7: Ch 5 Part 2 Notes
Document Summary
Interpretation processes by which consumers understand or make sense of their own behavior and relevant aspects of their environment. Knowledge in long-term memory guiding and directing comprehension processing. Inferences are interpretations that produce knowledge or beliefs that go beyond the information given. Play a large role in the construction of means-end chains. Are influenced by consumers" existing knowledge in memory. Marketers may try to stimulate consumers to form inferences during comprehension. Consumers" knowledge in determined in terms of being an expert or a novice. Marketers need to understand existing knowledge structures of target audience to develop effective marketing strategies. Has a major influence on consumers" motivation to comprehend marketing information at the time of exposure. Can affect consumers" opportunity to comprehend marketing information. Marketers need to understand consumers comprehension processes to design effective marketing strategies. Exposure is the behavioral process by which consumers come into contact with marketing information.
