Marketers need to remember there is more at play than just their message when it comes to consumer comprehension and reaction.
There are multiple factors that affect Consumer Comprehension:
- Message Characteristics
- Reciever Characteristics
- Environment Characteristics
Consumers Process the Message by comaring the message to information stored in their long-term memory and external stimuli on the “workbench”. Once the meaning is established to the marketing message, the consumer can react to the message.
A Consumer can React to the message by:
- Continuing to think about the message
- Ignoring the message
- or following another Call to Action
Visual representation of the process:
Keep these basic concepts in mind when you create your next marketing message in order to get the consumer reaction you want.