Effect on Target Audience

CommunicationKnowledgeCenter@Outlook.com

Who Says What In Which Channel To Whom With What Effect

Domino model of communication effects (Grunig & Hunt, 1984)

CommunicationKnowledgeCenter

Influence of values on effect

CommunicationKnowledgeCenter

Values

Attitude domino consists of three components:

CommunicationKnowledgeCenter

Response Hierarchy Models (Kotler:

Marketing Management; 2000, p555)

CommunicationKnowledgeCenter

‘Domino’ in other cultures (De Mooij 1998, p171)

• Learn-feel-do is mainly applicable to products of “high involvement”: decision process is highly rational.

• “low involvement” products”: learn-do-feel: consumer forms his attitude after using.

• Japanese: feel-do-learn => Consumer feels the urge to buy, afterwards he learns about the product. Advertising is based on building trust, relation between company & consumer (therefore: rarely any consumer brands, mainly corporate brands in Japan).

CommunicationKnowledgeCenter