Consumer Attention and Understanding
Consumers live in a flood of countless marketing messages from awakening to falling asleep. If you pay attention to the messages one by one, the consumer will have no idea. Just as oblivion reduces a person's stress, human attention, too, has limits.
The cognitive abilities and mental resources that people can use when thinking about solutions to problems or making decisions and processing information are limited. That's why after a big exam, I want to rest while listening to music without thinking. Attention also has limitations of cognitive resources.
Miller's magic number
It has been found that humans can pay attention to two 7+ minus (= 5-9) information at a time. For example, 3, 5, 7, 2, 15, 39, 1, 9, 10, 14,... If you call numbers consecutively, you usually think of only 5 to 9. At this time, each of the seven pieces of information is not necessarily a single piece of information. It is a kind of chunks. Some people use the 3 x 5 = 15, 7 x 2 = 14, .. method to come up with 6 numbers in just 2 bundles. There are 5-9 pieces of information that a person can pay attention to at once, and even if the information is lumped, it is within the limits of 2 plus 7 minus. That 7 plus minus 2 is called Miller's magic number.
And in 1972, Professor Newell, Simon announced that the size of a bunch grows the more you know. The more experts, the more information they can make and make decisions because the number of chunks is limited to Miller's magic number, but its size is larger than the average.
Another concept related to attention is awakening. How nervous are you? Awakening determines the intensity of attention. When you are in moderate tension, you can pay attention to many things. However, you are less alert when you are too arousal or too arousal.
Consider the so-called'Golden Time'. Why is that time period the most expensive? It is hardly a sleepy time, and it is not a busy time to prepare for work. This is the most moderately tense time. So the intensity of attention is the highest. Advertising that airs during that time frame can draw more attention from consumers.
Attention is voluntary and involuntary. If you look around the street thinking you're going to open a bakery, it's strange to notice that you've never been conscious of it before. In this way, the attention that consumers give while having a specific purpose is called voluntary attention.
What is important in advertising is involuntaryism. Because I have to draw the attention of people who are not interested in my product. Involuntaryism depends on two characteristics.
If you are novelty, you will get attention. In order to feel novelty, you have to be salient. Unlike anything else, something unique and striking makes you look at it even if you are not interested. The prominence depends on the situation. Remarkability is context-dependent. In the United States, the person we speak is unique. In my country, speaking in English is a novelty. The prominence comes from:
(2) constantly changing
These features make striking. When watching TV commercials, something very unusual appears. Characters move as they continue to change. It is bright. Filled with unique scenes that provoke strong curiosity. These attract our attention among countless marketing messages.
The second way to induce involuntary attention is vividness. There are advertisements that attract attention even if they are not bouncing advertisements. This is the case when the message feels particularly vivid to me. The following points affect whether you are "vivid".
(1) Personal preferences and interests
Depending on the taste of a particular person, it can draw attention and draw attention. I pay more attention to what interests me. If you like digital cameras, even adverts that aren't particularly dazzling will take a closer look.
(2) Is it concrete?
The more specific information, the "vivid". It can attract consumer attention. 'Exchanging information through suicide sites' attracts more attention than'Internet damage is great'. More "vivid".
(3) How close (proximity)
The more closely you talk to the consumer in terms of feeling, time, and space, the more you are "vivid". Things that have happened recently, often in places you go to, or things you see and hear in person are more "vivid".
Let's summarize. Consumers are limited in accepting how many messages the marketer delivers. Few attention is paid. It is at the limit of Miller's magic number. In order to attract consumers' involuntary attention, they must either feel remarkably novelty or deliver a vivid message in close contact with the consumer.
Consumers' Understanding and Faith
Understanding is to relate information in a message to information stored in past experiences or memories. Understanding is more advantageous as you have more past experiences or memories. Understanding has to do with human faith.
Psychologist Dan Gilbert reported in 1991 that, interestingly, understanding and faith are inextricably bound. I believe when you understand. Believing is easy, but not believing is because it takes effort and time to think about why not to believe.
I listen to it and believe it if I understand it to some extent. This is especially true when you are in a situation where you need to quickly make important decisions by processing a lot of information. I don't have time and time to make additional efforts to find out why I shouldn't believe, so I just believe if it's a little understandable that's not true.
if it repeat, then believe it
Faith has a lot to do with repetition. Even if you think it's wrong at first, if you keep repeating it, you will eventually believe Because repetition brings familiarity, and familiarity brings faith. The key to advertising is so repetition. Should be exposed frequently. The familiarity and beliefs created by repetition have a profound effect on consumer choice.