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Consumer Information Processing

Part 3. Consumer Behavior

  1. Hélène Deval1,
  2. Frank R. Kardes2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03053

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Deval, H. and Kardes, F. R. 2010. Consumer Information Processing. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    Dalhousie University, Halifax, NS, Canada

  2. 2

    University of Cincinnati, Cincinnati, OH, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Marketing researchers and marketing managers spend enormous resources on predicting, understanding, and influencing consumer behavior. To this end, consumers are bombarded by marketing communications appearing in more traditional and new media (from television, radio, and print advertising to the Internet), as well as in various points of purchase. Nevertheless, to be effective, marketing communication entails an in-depth understanding of the different stages involved in consumer information processing: attention, comprehension, evaluation, memory, and choice. Consumer judgment and decision making can virtually be influenced by any cue, attribute, or existing knowledge. Because selective processing is likely to have an impact on every stage of consumer information processing, acknowledging the impact of selective processing is crucial for understanding how consumers make judgments and decisions.

Keywords:

  • information processing;
  • selective processing;
  • attention;
  • comprehension;
  • evaluation;
  • memory;
  • choice