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Consumer Behaviour: The 8 Stages of Information Processing Model (3.…
Consumer Behaviour: The 8 Stages of Information Processing Model
1. Exposure to Information
"Bringing a stimulus within proximity of a customer so it can be sensed"
Aka: Putting the product out there!
Social media is probably the most popular method nowadays
2. Selective Attention
Crucial in successfully reaching the consumer on a cognitive level
Advert must lure ppl in + grab their attention
Effective methods include increasing intensity of the stimuli, e.g more visual/audible stimulus, contrasting colours etc
3. Comprehension
Often takes repeated + consistent messages
Can take up to 10 different marketing attempts to get a customer to acknowledge you exist
Ppl have different ways of understanding info so a good communicator offers various methods
Customer is being influenced by the characteristics of the message, the message receiver + the environment
4. Agreement
Consumers will only agree w/ the message they understand if it's credible + contains info + value for them
5. Retention in Memory
What consumers remember about the marketing stimuli
6. Retrieval
How they access/retrieve the info when making consumption choices
7. Consumer Decision Making
How they decide between alternatives
Usually use simplifying strategies to come to a decision
8. Action
Even though consumers have gone through all the stages, they might not behave consistently w/ their preference