Marketing Messages

There are many factors that can affect the interpretation of marketing messages. All consumers are different, they have different backgrounds, different knowledge levels, and different amounts of memory. All of these parts go into how marketing messages are interpreted differently.

Environment

The environment of a consumer is a main factor in how messages are interpreted. For example, a consumer that comes from a farming background can interpret marketing messages different than a consumer that comes from a city background. They differ in mindsets as well as what products they need. Therefore, they will interpret the marketing messages differently based on their needs as a consumer.

Interpretation Process

Interpretation processes are also a factor. The attention and comprehension of a consumer vary on the person. There are many consumers that cannot keep their attention on the messages being sent to them and at times they cannot comprehend why the messages are being used. For some, messages need to be short and to the point in order for them to be understood and comprehended. For others, messages need to be very thorough and drawn out in order for the consumer to get an excellent understanding of the product being marketed. Both methods can be very effective if used in the correct way for the consumer receiving the marketing message.

New Knowledge and Memory

“Understanding how consumers represent outcomes and weigh different decision criteria is critical to consumer behavior research,” (Lynch, Zauberman, 107). Lynch and Zauberman explain that knowledge and memory of a consumer is very important when it comes to the outcome of their understanding. New knowledge of marketing messages can be very difficult to understand and is different for everyone. Memory is a large factor in adding new knowledge of a product to a consumer. Memory of other marketing messages and products affects how a consumer understands and takes in new knowledge. If a consumer has a...