lecture 7 marketing communication psychology
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Lecture 7
Marketing Communication Psychology
Dr. Lucy TingLucy.Ting@manchester.ac.uk
Agenda
• Hierarchy of Effect Models– Concept and Advantages– Theories– Criticisms
• Attitude Formation and Change– Theory of Planned Behaviour– Problems with the Theory of Planned
Behaviour
Hierarchy of Effects
• Consumers are assumed to go through the specific stages in a well-defined sequence
• Think-Feel-Do
Cognitive
Affective
Behavioural
Evaluations
• Advantages
– The recognition of brand awareness
– A basic framework for future communication process theories
Pelsmacker et al. (2007) & Barry (2002) “In Defense of the Hierarchy of Effects: A rejoinder to Weilbacher,” Journal of Advertising Research, 42(3), pp. 44-47
Hierarchy-of-Effects Models
Barry, T.E. and Howard, D.J. (1990), ‘A Review and Critique of the Hierarchy of Effects in Advertising’, International Journal of Advertising, 9(2), pp. 121–35
Hierarchy of Effects Model
• DAGMAR
Awareness
Comprehension
Conviction
Action
Hierarchy of Effects Model
• Lavidge
&Steiner
Action
Awareness
Knowledge
Liking
Preference
Conviction
The FCB Grid
Vaughn, R. (1980), ‘How Advertising Works: A Planning Model’, Journal of Advertising Research, 20(5), pp. 27–33.
• Foot-Cone-Belding Grid
Still But….– No empirical evidence– No interactions between different
stages– Lack of an accurate description of
the effects of advertising– Lack of an accurate
conceptualization of how advertising works
– Lack of an measurement the true effects of advertising.
Pelsmacker et al. (2007) & Weilbacher (2001) “Point of View: Does Advertising Cause a "Hierarchy of Effects"? Journal of Advertising Research, 41(6), pp. 19-26
MAO ModelInvolvement is part of MAO
– Motivation• Consumer needs and goals: functional, symbolic, hedonic,
approach, avoidance• Consumer involvement
– Ability• Understanding the verbal and visual message cues• Being able to buy the product
– Opportunity• Availability of product• (lack of) noise during exposure to message.
Theory of Planned Behaviour
Ajzen (1991), “The Theory of Planned Behaviour,” Organisational Behaviour and Human Decision Processes, 50(2), pp. 179-211
Attitude
• Attitude is made of three elements
oA
oA
oib
ie
n
Attitude towards object o
Belief of object o possessing attribute i
Evaluation of attribute i
Number of relevant attributes
Subjective Norm
• Subjective Norm is the perceived social pressure to engage or not to engage in a behaviour
iss
ioo
Social sensitivity of attribute i
Others’ opinion of attribute i
Subjective Norm
• Perceived behavioural control has to do with the perceived presence of factors that may facilitate or impede performance of a behaviour
icb
ipp
Control belief of attribute i
Perceived power of attribute i
• Change Brand Belief– E.g. Manchester is a sociable city
• Change Attribute Evaluations– E.g. Manchester has longer history and more
famous alumni
• Add Attribute – E.g. Manchester has 3+1 options
• Changing the opinion of others
– Smoking is not pretty
• Raising or lowering social sensitivity
– Think for your loved ones
• Change control beliefs
– Never a better time to clear out your wardrobe
• Change perceived power
– Just do it!
Theory of Planned Behaviour• Advantages
– Extensive empirical supports– Give specific measurements of effects
• Disadvantages – Other elements, e.g. ethics and religion – Little empirical supports for Subjective Norm
and Behaviour Intention to Behaviour – Levels of Behaviour Intention unclear
e.g. Conner and Armitage (1998), “Extending The Theory of Planned Behaviour: A Review and Avenue for Future Research,” Journal of Applied Social Psychology, 28(15), pp. 1429-1464; Armitage and Conner (2001), “Efficacy of the Theory of Planned Behaviour: A meta-analytic review,” British Journal of Social Psychology, 40(4) pp. 471-499
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