Week 4 Assignment: Consumer Processing Presentation

Week 4 Assignment Consumer Processing Presentationyou May Work With

Week 4: Assignment - Consumer Processing Presentation You may work with one other classmate, or alone, to create a presentation that explores the Consumer Processing Model (CPM) of marketing information. In Chap. 6 we learn of William McGuire’s 8 Stages of Information Processing. Use current or recent advertising or social media messages to illustrate the different stages. Show how the marketer achieves each stage with the advertising examples.

Create a presentation and submit it in PowerPoint, PDF or a similar format. Be prepared to deliver your presentation in class to inform your colleagues.

Paper For Above instruction

The Consumer Processing Model (CPM) offers a comprehensive framework for understanding how consumers interpret, evaluate, and respond to marketing information. Developed within the field of marketing communication, CPM is vital for marketers aiming to design effective advertising strategies. This model delineates the sequential stages consumers pass through when exposed to marketing stimuli, which ultimately influence their purchasing decisions. To elucidate these processes, this paper explores William McGuire’s 8 Stages of Information Processing within the CPM, illustrating each stage with contemporary advertising and social media examples.

Introduction to Consumer Processing Model and McGuire’s 8 Stages

The Consumer Processing Model (CPM) is anchored in the understanding that consumer decision-making involves multiple cognitive steps. The process begins when consumers are exposed to marketing messages and culminates in the decision to purchase, reject, or delay action. William McGuire’s 8 Stages of Information Processing provide a detailed blueprint of this cognitive journey, offering insights into how consumers digest information and develop attitudes towards brands and products (McGuire, 1969).

These stages include Exposure, Attention, Comprehension, Yielding, Retention, Retrieval, Decision, and Action. Each stage involves specific psychological mechanisms and can be targeted effectively by marketers through strategic messaging. This paper explores each stage with current advertising examples to demonstrate how brands guide consumers seamlessly through this process.

Stage 1: Exposure

The first stage, exposure, occurs when consumers encounter marketing messages through various channels, such as social media feeds, television, or online ads. Effective exposure ensures that the target audience comes into contact with the brand message. For instance, Nike's recent social media campaigns utilize sponsored posts and influencer collaborations to ensure their target consumers encounter their new athletic apparel (Nike, 2023).

Stage 2: Attention

Attention involves capturing the consumer's focus amidst a multitude of stimuli. Advertisers employ vivid visuals, compelling headlines, or emotionally appealing content to stand out. Nike's social media ads often use striking imagery of athletes overcoming obstacles to grab viewers' attention quickly (Nike, 2023). This is crucial because without attention, subsequent processing cannot occur.

Stage 3: Comprehension

Once attention is secured, the consumer processes the message to understand its meaning. Clarity and relevance are key here. For example, Apple's advertisements for their latest iPhone emphasize features like enhanced camera capabilities and user-friendly design, helping consumers comprehend the product benefits effortlessly (Apple, 2023).

Stage 4: Yielding

Yielding occurs when consumers accept or agree with the message's proposition. Persuasive language, credible testimonials, and emotional appeals facilitate yielding. A recent Coca-Cola social media campaign emphasized shared moments and happiness, encouraging viewers to accept the brand's association with positive experiences (Coca-Cola, 2023).

Stage 5: Retention

Retention involves storing the information for future retrieval. Repetition and memorable slogans reinforce the message. For instance, McDonald's consistent use of the "I'm Lovin' It" slogan helps embed the brand's message into consumer memory (McDonald's, 2023).

Stage 6: Retrieval

Retrieval is the process by which consumers recall the stored information when making a choice. Effective branding and advertising ensure that the brand comes to mind in relevant purchase situations. When consumers think of athletic footwear, Nike's iconic swoosh often surfaces first, influencing their decision-making (Nike, 2023).

Stage 7: Decision

The decision stage involves the consumer choosing whether to act upon the processed information. Marketers guide this stage through calls to action (CTAs), discounts, or incentives. For example, Instagram ads from Amazon offering limited-time deals motivate consumers to make immediate purchases (Amazon, 2023).

Stage 8: Action

Finally, action is the implementation of the decision, such as completing a purchase or engaging further with the brand. An example is a social media ad that includes a click-to-buy feature, simplifying the transition from interest to transaction. Amazon's one-click purchase option exemplifies streamlining the action stage for consumer convenience (Amazon, 2023).

Conclusion

Understanding McGuire’s 8 Stages of Information Processing within the Consumer Processing Model enables marketers to craft targeted strategies that guide consumers systematically through each stage. By incorporating current advertising examples, it becomes evident how brands utilize various techniques—visual appeal, emotional storytelling, repetition, and calls to action—to facilitate smooth transitions from exposure to purchase. Recognizing the psychological mechanisms at each stage allows for more effective communication, ultimately leading to increased consumer engagement and sales.

References

  • Apple. (2023). Apple iPhone Campaign. Apple Official Website. https://www.apple.com
  • Coca-Cola. (2023). Share a Coke Campaign. Coca-Cola Official Website. https://www.coca-cola.com
  • Nike. (2023). Nike’s Social Media Campaigns. Nike Official Website. https://www.nike.com
  • McDonald’s. (2023). “I'm Lovin' It” Campaign. McDonald's Official Website. https://www.mcdonalds.com
  • Amazon. (2023). Amazon’s Personalized Advertising Strategies. Amazon Official Website. https://www.amazon.com
  • McGuire, W. J. (1969). The Psychology of Attitude Change and Influence. New York: Academic Press.
  • Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Education.
  • Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.

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