Chapter 3: How MarComs work
Hierarchy-of-effects-models one of oldest marketing communications models. It assumes
that things have to happen in certain order. Traditional: Think-Feel-Do. (Cognitive, Affective,
Behavioural).
Alternative models created: Low-involvement hierarchy-of-effects model: Think-Do-Feel.
Experiential hierarchy-of-effects model: Feel-Do-Think
Vaughn: Foote-Cone-Belding (FCB Grid) 4 situations:
Rossiter-Percy Grid: also high/low inv. but adds Transformational buying(positive emotions)
And Informational buying motives(reducing or reversing negative motivations, inform).
Attitude is overall evaluation of an object, product etc.
Fast thinking – System 1 (recognizing, speak)
Slow thinking – System 2 (solve hard Q’s, think deep) =Kahneman
Elaboration Likelihood Model (ELM) = model that predicts/explains consumer responses to
MarCom and distinguishes between central/peripheral
processing.
Processing conditions are defined by MAO.
Motivation: willingness to engage certain behaviour
Ability: resources available needed for goal.
Opportunity: how much situation enables person to obtain.
MAO = high = central-route
MAO = low = peripheral-route
Approach = positive / avoidance = preventing
, Multiple attribute theory: most famous is Expectancy-Value model/Fishbein model.
Fishbein model, brand attitudes are made up of 3 elements:
1. Relevant product attributes
2. The extent to one believes the brand possesses these attributes
3. The evaluation of these attributes
Score x Weight measured on a 7-point Likert scale = interval (if categories)
Theory of Reasoned Action (TORA) = extension of the Expectancy-Value model.
model provides link between attitude and behavioural intention. Not only determined by
attributes, but also subjective norm(=comprises the belief one holds regarding what
references group consider as social desirable behaviour).
social sensitivity x ‘others’ opinion
Theory of Planned Behaviour (TPB) = extension of TORA. Necessary to be able to deal with
incomplete volitional controlled behaviour.
Perceived behavioural control (PBC) = difficulty to perform behaviour (ability/opportunity)
Self-generated persuasion: Central-route, cognitively based processing. Consumer is
persuaded by his own thoughts or arguments (not from brand).
Heuristic evaluation: form cognitively based attitude on basis of cues no time available
for research, so intend that high price is high quality.
Affect-as-information model: Consumers may use feelings as a source of information to
form an overall evaluation of a product or brand.
Dual mediation hypothesis: evaluation of ad has also indirect effect on brand attitude.
Cad: Ad cognitions
Aad: Attitude towards Ad
Cb: Brand cognitions
Ab: Attitude towards Brand
PI: Purchase Intention
Mere exposure effect: prior exposure increases positive affect towards these stimuli.
too much exposure stops learning opportunity and leads to wear-out. Negative.
Perception-Experience-Memory model: explains what MC can do pre & post first exposure.
Hierarchy-of-effects-models one of oldest marketing communications models. It assumes
that things have to happen in certain order. Traditional: Think-Feel-Do. (Cognitive, Affective,
Behavioural).
Alternative models created: Low-involvement hierarchy-of-effects model: Think-Do-Feel.
Experiential hierarchy-of-effects model: Feel-Do-Think
Vaughn: Foote-Cone-Belding (FCB Grid) 4 situations:
Rossiter-Percy Grid: also high/low inv. but adds Transformational buying(positive emotions)
And Informational buying motives(reducing or reversing negative motivations, inform).
Attitude is overall evaluation of an object, product etc.
Fast thinking – System 1 (recognizing, speak)
Slow thinking – System 2 (solve hard Q’s, think deep) =Kahneman
Elaboration Likelihood Model (ELM) = model that predicts/explains consumer responses to
MarCom and distinguishes between central/peripheral
processing.
Processing conditions are defined by MAO.
Motivation: willingness to engage certain behaviour
Ability: resources available needed for goal.
Opportunity: how much situation enables person to obtain.
MAO = high = central-route
MAO = low = peripheral-route
Approach = positive / avoidance = preventing
, Multiple attribute theory: most famous is Expectancy-Value model/Fishbein model.
Fishbein model, brand attitudes are made up of 3 elements:
1. Relevant product attributes
2. The extent to one believes the brand possesses these attributes
3. The evaluation of these attributes
Score x Weight measured on a 7-point Likert scale = interval (if categories)
Theory of Reasoned Action (TORA) = extension of the Expectancy-Value model.
model provides link between attitude and behavioural intention. Not only determined by
attributes, but also subjective norm(=comprises the belief one holds regarding what
references group consider as social desirable behaviour).
social sensitivity x ‘others’ opinion
Theory of Planned Behaviour (TPB) = extension of TORA. Necessary to be able to deal with
incomplete volitional controlled behaviour.
Perceived behavioural control (PBC) = difficulty to perform behaviour (ability/opportunity)
Self-generated persuasion: Central-route, cognitively based processing. Consumer is
persuaded by his own thoughts or arguments (not from brand).
Heuristic evaluation: form cognitively based attitude on basis of cues no time available
for research, so intend that high price is high quality.
Affect-as-information model: Consumers may use feelings as a source of information to
form an overall evaluation of a product or brand.
Dual mediation hypothesis: evaluation of ad has also indirect effect on brand attitude.
Cad: Ad cognitions
Aad: Attitude towards Ad
Cb: Brand cognitions
Ab: Attitude towards Brand
PI: Purchase Intention
Mere exposure effect: prior exposure increases positive affect towards these stimuli.
too much exposure stops learning opportunity and leads to wear-out. Negative.
Perception-Experience-Memory model: explains what MC can do pre & post first exposure.
