Samenvatting Overzicht kern stof Marketing Communication and Consumer Behavior (MCC) - compleet

Lecture Authors and title Result

1. IMC Belch & Belch, chapter 1 - Introduction to Strategic process to plan, develop, execute and evaluate brand
Integrated Marketing Communications communication programs.

VERPLICHT Engaging and building sustainable relationships.

Touchpoints
1. Company created touchpoint – company controlled
2. Intrinsic touchpoint – between buy and use; store
3. Customer initiated touchpoint – questions; website
4. Unexpected touchpoint – reviews, uncontrolled

2. Persuasion: Pelsmaecker et al., chapter 3 – How Attitude formation and change, 3 components:
Explicit attitudes Marketing Communications work Cognitive, affective and behavior

VERPLICHT Elaboration likelihood (MAO factors)
Central and peripherical processing of information

- Multi-attribute models (cognitive, high)
- Self-persuasion model (cognitive, high)
- Heuristics evaluation (cognitive, low)

- Feelings-as-information model (affect, high)
- Ad transfer / feeling transfer (affect, low)
- Mere exposure (affect, low)
- Classical conditioning (affect, low)

- Post experience model (behavior, high)
- Perception-experience-memory (behavior, high)
- Reinforcement model (behavior, low)
- Routinized response (behavior, low)

3. Persuasion: Gibson, 2008 - Evaluative conditioning  effect on implicit attitude  only for
Implicit attitudes Classical conditioning (evaluative) and implicit neutral group.
brand attitudes
Low cognitive load: no effects  explicit attitude is predictor
VERPLICHT High cognitive load: effect  implicit attitude is predictor

Friese et al., 2008 –
Implicit vs. explicit attitude towards crisps High resources (high knowledge)  explicit attitude measure
Low resources (low knowledge)  implicit attitude measure

No time pressure
Friese, Wänke & Plessner, 2006 – Implicit and explicit preference converge  choose product
Implicit consumer preferences and their consistent with explicit preference
influence on product choice Implicit and explicit preference diverge  choose product
consistent with explicit preference
VERPLICHT
Under time pressure
Implicit and explicit preference diverge choose product that is
consistent with implicit preference.

, 4. Brand salience Romaniuk, Sharp, Ehrenberg, 2007 – Pick-any approach (different, unique)
Evidence concerning the importance of - Only 10% perceived brand as different or unique
perceived brand differentiation
5-point rating scale (different, unique)
VERPLICHT - Majority of ratings below midpoint (3)

Consumers see differences between brands, but don’t perceive the
brand to be differentiated from other brands.

 Consumers don’t perceive meaningful brand differentiation
 No persuasion to convince consumers needed

MacDonald & Sharp, 2000 – Brand awareness Brand awareness is key in low involvement situations, because
effects on consumer decision - Influences which brand enters consideration set
- Selection from consideration set

VERPLICHT High awareness: 1 known brand, 2 unknown brands
Low awareness: 3 unknown brands

High awareness (familiar brand)
- 84% chose known brand despite price and quality
- Less time to decide
- Care less about product attributes
- Persuasion is less important

Low awareness (no familiar brand)
- Looked at package (34,3%) and price (30,7%)
- Take more time to decide
- Evaluating product attributes

Trembath, Romaniuk & Lokshin, 2011 – Persuasion approach vs. brand salience approach
Comparison of Two approaches
DV = intention to visit 7 travel destinations
VERPLICHT
Previous visitation - predicts intention to visit
Brand salience - predicts intention to visit
Brand attitude – does not predict intention to visit

 Brand salience is more important in predicting behavior.