Summary of all knowledge clips and compulsory articles
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Course
Marketing Communications
Institution
Tilburg University (UVT)
Clear summary of all knowledge clips and compulsory articles. Articles are clearly distinguished from the knowledge clips, to make sure that no mistakes are made during studying. Furthermore, it contains a lot of elaboration with examples.
Attention is:
Limited
Selective
Voluntary / involuntary (a big red star e.g., attracts involuntary attention)
A prediction for further processing (only after attention is allocated to a stimulus, people can
process).
Pre-attention --> Focal attention --> Comprehension --> Elaboration.
Four steps in levels of processing:
1. Pre-attention: Little to no capacity required
2. Focal attention: Little capacity required (voluntary)
3. Comprehension: Modest levels of capacity required
4. Elaboration: Substantial levels of capacity are required
COMPULSORY ARTICLE 1: Greenwald &
Leavitt (1984). Audience involvement in
advertising: Four levels.
Pre-attention phase:
Information processing is largely
automatic via our senses
(automatic visual and auditive
processing).
Focal attention: People zoom in
on the message and try to make
sense of what they see or hear
etc. when we see the logo of apple, we become aware of the fact that the picture is an apple.
Comprehension phase: We give meaning to what we see: “Oh, it’s the Apple logo”. By using
our syntactic knowledge.
Elaboration: We come to a conceptual analysis and start to formulate propositions based on
what we know about apple: “Apple computers are fast, or expensive”.
Four principles for the control of involvement
- Bottom-up (data driven) processing: The way information processing is built up from the
smallest pieces of information
- Top-down (concept-driven) processing: We relate incoming info to what we already
know/like/prefer etc.
- Competence (data) limitation: People are blocked from processing (language, complexity)
- Capacity (resource) limitation: People can only pay an x amount of attention.
Principle of higher-level dominance
The effects associated with the highest level of analysis applied to a message should be dominant
(e.g., focal persuasion should be outweighed by cognitive response effects). Plausible because:
1. A higher level analyzed message is only briefly analyzed at lower levels.
2. Effects associated with higher levels tend to be stronger (less dependent on repetition).
,2.2. How campaigns can stand out: Increasing attention
Involuntary attention
Voluntary attention
1. Increasing involuntary attention
Various communication cues can increase an automatic orienting response
Saliency Salient, original, and novel stimuli
Horizontal centrality Centrally located stimuli
Primacy Stimuli presented first
Picture superiority Pictures
- Oftentimes unconscious and unintended
- “Attractors” --> CIALDINI
- Associated with bottom-up processing: The way information processing is built up from the
smallest pieces of information.
Saliency
Salient stimuli
o Perceptually prominent (size, color, contrast)
o Novel, unexpected, and original stimuli (variations, decrease boredom, increase
attention)
o Stimuli related to life and death (sexual and threatening)
These stimuli
o Stick out and are hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation
Arousal: Explains the relationship between saliency, focal attention, and elaboration
Yerkes-Dodson law
o Mild to moderate arousal --> high
level of cognative capacity to
process.
o Detriminal effects: too high/low
arousal
o Fear appeals are not efficient as
they are difficult to process
o Aorusal leads to an inverted u-shape
of cognitive capacity.
Horizontal centrality
Stimuli in the center receive more attention and are more likely to be chosen.
Primacy
Consumers are more attentive to items that are presented first
in a list, because:
,- Attention is limited
- Golden triangle of internet research
- Same for commercial breaks (people
remember first and last the best).
Picture superiority
Pictural information receives more attention than textual information.
To what elements do consumers pay most attention?
- Brand: The bigger the brand name, the more attention
- Picture: Attract attention, regardless of size (picture superiority effect)
- Text: The bigger the text, the more attention
2. Increasing voluntary attention
Personal interest and inattentional blindness
Self-referencing
Proximity
Increasing voluntary attention (voluntary, intended)
How to increase voluntary attention?
o Increase self-relevance
Personal interest avoids inattentional blindness
Self-referencing
Proximity
o Curiosity
Unfinished ads
Mysterious ads
Oftentimes conscious and intended
“Magnetizers”: Because we allocate more resources to process.
Associated with top-down processing: We relate incoming info to what we already
know/like/prefer etc.
Personal interest & Inattentional blindness
Consumers allocate more attention to information
that is consistent with their goals: limited and
selective: We can only focus on relevant information
while ignoring irrelevant information.
Information that is not relevant, is often ignored -->
inattentional blindness. Inattentional blindness: Will probably be ignored
Banner blindness because not everyone is
worried being pregnant
Implications for SEA en SEO (Inattentional blindness)
Organic results generate more attention and traffic because they are immediately relevant.
Sponsored results often suffer from inattentional blindness.
Self-referencing
Attention increases when personalized information is used.
Proximity & EWOM
Consumers pay more attention to information that is “close”.
The more proximate --> more relevant --> more attention
o Sensory proximity: Closeness in experience (things we experience ourselves -self-
relevance / Information that comes from people close to us).
o Spatial proximity: Closeness in physical space (things that happen in own city, Abri’s
etc.).
o Temporal proximity: Closeness in time (in the close future). E.g., If I plan to go on a
city trip next month, I will pay more attention to travel information than if I plan to
go in three months.
A variety of applications of proximity
- EWOM: Comes from people close to use (spatial and sensory)
- Viral marketing: is emotionally vivid (sensory) and is shared via friends (spatial)
- Blogs: Are written by influencers that feel close (sensory proximity)
- Billboards and Abri’s: Are prominent and often close in space (spatial)
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