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Models dealing with effectives of communication
— Hierarchy of effects models - AIDA, AIDAS, AIDCA, ACCA, AIETA, ACALTA
— The foot-cone-belding grid
— Criticism of hierarchy of effects models
— Attitude formation and change
— Components of attitudes
— Elaboration likelihood model
— Motivation Ability Opportunity
— Communications models by elaboration likelihood and attitude formation classification — Expectancy-Value Model, Theory of reasoned action/the theory of planned behavior, Self-generated persuasion, Heuristic evaluation, Feelings as information model, Ad transfer, Feelings transfer, Emotional conditioning, Meere exposure effect, Post-experience model, Perception-Experience-Memory Model, Reenforcement model and Routinized response model
OBJECTIVES OF THE LECTURE
− Get an idea of how hierarchy-of effect models describe how communication works
− Understand the importance of attitude and attitude formation in the consumer persuasion
process
− Distinguish the basic types of attitude formation and change processes types and the marketing
communication models types
− Learn the importance of the elaboration likelihood and cognitive, affective and behavioural
processes for marketing communication
Models are a simplifying way to explain what the phenomenon that we see. And we look at that models:
And these are two normally conflicting goals. In order to make people act, it's good to have a simple model. And in order to explain, it is good to have a complicated model.
So let's have a look at the models and what is the idea.
So we have two different kind of models:
Underlying textbook: De Pelsmacker, Patrick, Maggie Geuens, and J. Van den Berg.
"Marketing communications: a European perspective." (2010).
AGENDA
1. Hierarchy of effects
THE APPROACH OF HIERARCHY OF EFFECT MODELS
In hierarchy-of-effect models, the consumer is assumed to go through a hierarchical process of cognitive, affective and behavioural responses to communication stimuli. Depending on the type of product and buying situation, this hierarchy may differ.
So starting with the hierarchy of effect models. What is the, let's say, the backbone of that model?
But hierarchy means first step, second step, next step, next step, and that you cannot go the second step before you have done the first one. So it has to be in (an order). And there are models that are really used in business surrounding.
DIFFERENT HIERARCHY-OF-EFFECT MODELS
Year
Model
Cognitive
Affective
Conative
1900
AIDA St Elmo Lewis
Attention
Interest, desire
Action
1911
AIDAS Sheldon
Attention
Interest, desire
Action, satisfaction (satisfaction that leads to buy products again)
1921
AIDCA Kitsdon
Attention
Interest, desire,
conviction (conviction means that you have to be convinced about the product when you show the interest of the product)
Action
1961
ACCA Colley
Awareness, comprehension (this awareness comprehension that you should grab what is behind that, message that you see)
Conviction
Action
1961
Lavidge and Steiner
Awareness, knowledge
Liking, preference
conviction
Purchase (you see normally you have the action, then you have purchase)
1962
AIETA Rogers
Awareness
Interest, evaluation
Trial, adoption
1971
ACALTA Roberston
Awareness, comprehension
Attitude, legitimation
Trial, adoption
There are no rows in this table
And you can imagine that more or less, if you have the simple model from the beginning of the 19th century, that the models really do not really change. So the steps are a little bit more differentiated. And yes, still those models exist.
From the explanation of communication these models are very, very poor that if you have, for example, you have the cognitive dissonance theory, that theory and that attention is driven by desire and driven by interest. So it's much more complicated, that process.
Still, we find that in the business environment, people argue with their AIDA model. Because if you want to look at the impact of advertising, for example, of course you have to create desire. But first, you have to grab attention, especially on a saturated market. And if you look at all the advertising that you see and all the messages that you see, you have those what we call selective exposure. And this means that you do not grab all the information, that you do not perceive all the information, and all that thing. So this is still relevant, that you have attention, but just if you have the attention, and there is a lot of, it seems to me, a lot of things in the, especially in the social media, that just grab attention, but they do not work for the product. It's funny, somehow it's entertaining and so on, but you do not really know which of the, whether or not it has an impact on the product. So this is the things of the different hierarchy of effect models.
You can work with them and people work with them because it's no simple stepwise, hey, foes that advertising lead to attention? Does it lead to interest, or at least to desire. And this is the most difficult thing as it leads to action. Nobody knows exactly in our complicated world whether the advertising that leads to action. And so, but still we see that.
THE FOOT-CONE-BELDING GRID
And then there's an approach that is a little bit more differentiated - this is the foot cone building grit.
So they say, according to the kind of product and according to your or my involvement, the process, the different steps of the processes are different.
They make a difference between products that is more emotional, affective product, they call that feel products, and more rational product, they call them think products, and high and low involvement.
Any idea why this is called the foot cone building grid? Grid is clear.
So this is, these are the names of the C, also of the consulting company, consultancy company.
So sometimes it's very simple and you detected that. Building could be one of their names, but they are all three. So no miracle behind that. You don't have to look for anything, but these are the names.
And of course, those grids or those approaches, this is what the consultancy companies sell to their customers. They say, we have the right way to analyze that and to give advice. Very simple.
You have the different ways.
And what they have here is more the rational, the emotional here, the effect you can commit.
THE FOOT-CONE-BELDING GRID
Source:
This is the grid in another slide. High involvement for that money is within that. If you buy a car, for example, and whether you have a stake in it or low involvement. They make the difference that the advertising should be more informative with a high involvement and rational because you start thinking first. Emotional if it comes to emotional products to be affective than the satisfaction things. And the habitual things. They more or less tried to assign certain product or product categories to the four fields of the grid.
So B2B services, life cover, contact lenses, house, and all those things, home appliances, home furniture.
This is their categorization, it seems that this categorization is not really adequate. So there is some research that if people buy a house, and this is high involvement, and this is really, that it costs a lot of money, but that emotions, affections play the dominant role first. And if you don't like that house on the first sight, you won't buy them. So this is.
THE FOOT-CONE-BELDING GRID
Source:
And still, you have that here, that grid. So it's to learn, to feel, and to do. And this is the upper on the left side. And then feel, learn, do. So this is the other way to do that with the affective products. And with the more habitual products, you do that and you learn that, and you feel afterwards whether it feels good and do feel. Do, Feel, Learn is the satisfaction products.
Source:
So the first thing is the consumer, the thinker, rational decision, then the consumer is a feeler, and consumer is a thinker, doer, and in between. But still you see that they try to make it a little bit more adapted to different kind of purchase decisions that you have.
These could be, but if you look at the advertising, do you have ever seen an ad that really looks, that really is more on the think level? If you look at the TV. So this could be that all the products are effective. So it seems to me that there is hardly any rational product. Of course, you have to think about if you buy a car, whether or not you can afford that. This is clear.
But if you look at the advertising. It seems that funny riding a car and all those things are the first position, and this is what they show you. And then they don't talk about their speed, they don't talk about the gasoline that you need, but they, whether it's a man or a woman, and they drive at the coast somewhere on the coast in South France or somewhere else. And this is why they want to position the car. And you have BW has a different image from Mercedes, from BMW and so on.
So still we have that grid and still we see here, this is the economist. This is the approach that normally economists have, the rational consumer. They have certain marketing strategies, then they have personal selling, they have public relations and so on that they try to allocate to the product categories. This is one, you don't have to learn that approach in detail. But you should know that as an example how people try to make a systematic approach to the purchase decisions.
There are a lot of other things too that do that. And how to explain that, this is the one thing, that there are different ways to do that. And that as a rule, companies develop their own approach in order to consult the other companies. So the consultancies, they have to make money somehow and they have their unique selling proposition. And these normally are the approaches how to do that.
CRITICISM OF HIERARCHY OF EFFECT MODELS
− Lack of empirical support for the stage model
− No allowance for interaction between the stages
In total, we have the lack of empirical support for those hierarchical effect models. And as we already learned with the cognitive dissonance theory, this is much more interpolable and not step by step by step.
On the other hand, of course, because there is no allowance for interaction between the stages, but still, even if the models are too simple to explain exactly how communication works, or to explain a little bit better how communication works, it helps people to design the communication. And this is the strength of the model. And the more complicated a model is and the more it is able to explain the reality, the less it is able to help people to make decisions.
So we have the hierarchy of effect models, the consumer is assumed to go through this hierarchical process of cognitive, affective, and behavioral responsive to communication stimuli, depending on the type of product and buying situation, this hierarchy may differ.
2. Attitude formation and change
And now we come to the attitude formation and change this is something that, of course is interesting communication because we do not do that just to have something with communication, but normally there is an, should have an impact.
ATTITUDES TOWARDS A BRAND AND THEIR RELEVANCE IN MARKETING
− Attitudes towards a particular brand: Measure of how much a person likes or dislikes the brand, or the extent to which he or she holds a favourable or unfavourable view of it.
− Reason for interest: the more favourable brand attitudes are, the more likely the purchase of a brand becomes.
We start attitudes toward brand and their relevance in marketing, especially attitudes towards a particular brand. You can measure of how much a person likes or dislikes the brand or the extent to which he or she holds a favorable or unfavorable view of it. This is in marketing.
Under reason of interest, the more favorable brand attitudes are, the more likely the purchase of a brand becomes. You can transfer that to behavior. It's not inevitably bound to brands. So for example, you have a certain diet, you have a certain behavior in the workout, in making sports and so on. The better the attitude and the more you it, the higher is the probability that you really do that. If you really that organic product, then you may perhaps eat more organic products. If you are in favor of a vegetarian diet,. you may do the oral of a vegan diet.
So even those NGOs, they try to do their communication to alter the attitude towards their, for example, their specific diet. And they know exactly what is the shortcoming of the, for example, vegetable diets regarding the image of the vegetarian diet. What do they do? So normally what we know from our research is that they, that especially male people suppose that the vegetarian diet doesn't make them strong. So you need meat in order to be strong and then they have the so-called elephant man. He's called the strongest man in the world and he's vegetarian. This is what they do, and by that, they try to, or to the attitude towards the vegetarian diet by telling that you are strong, especially with a vegetarian diet.
And I know that from my son, he's a meat eater, but sometimes he saw something on YouTube, I don't remember exactly, and they told that the performance of sports is better if you do not eat meat, and he was thinking about becoming a vegetarian. In the end, he did not do that. But this is then how they try to alter these attitudes.
COMPONENTS OF ATTITUDES
Attitude:
If you look at the attitudes, and again, this is a model, the attitudes that we can split into certain components of the attitude. It's not that attitudes has certain components. It is a model that we have that we suppose attitudes are more or less compounded of those different kinds of aspects. The one is the cognitive aspects, is the knowledge, belief, and evaluation of the object. The next is the affective, the feeling association associated with the object. And the behavioral aspect is action readiness, behavioral intention with respect to the object or even the purchase, if it comes to the advertising or how to which extent you perform certain actions.
Attitude formation and change: The Elaboration-Likelihood-Model
In order to see the impact of communication on these attitudes, it is relevant that we have to look at the receiver of the communication. And this is what the attitude formation, and change model does, the elaboration likelihood model. The elaboration likelihood model has a focus on those receiver of the communication and then tries to find out how he or she processes that information.
WAYS OF PROCESSING INFORMATION IN THE CONTEXT OF ATTITUDE CHANGE
And they make a difference and they separate between the central route and the peripheral route.
The central route means that based on the state of consumers or the recipients, recipients are willing to elaborate on the information and to evaluate the arguments and find out what the information really has to offer. Depending to the quality and credibility of the arguments, consumers will react by producing counter-support or neutral arguments, which induce a negative, positive, or no attitude change. So good information leads to attitude change according to the peripheral route if that information is in line, for example, with the preferences of consumers.
The peripheral route is different. Recipients do not really process information. The evaluation is rather based on simple peripheral cues. Such as background music, humor, an attractive source of endorser, the number of arguments used, and so on and so on.
Can you imagine examples for the central route and the peripheral route? Peripheral route is color, maybe font color. For central route is specific claim, for example, a claim on the package, and then peripheral is the color of a package. Okay, so I agree with the peripheral root could be the color, and if it's red, perhaps leave it out, or we have colors as symbols. And the claim it's not essential. Is a claim a good argument? Normally not. Normally, the claim addresses the peripheral route. Maybe, I'm not sure whether there are claims that address the central route. But the claim comprises all the information, but it does not explicitly offer that information normally.
What else? So we have the, could be, let's say the colors. We don't talk about the claims. What else? Maybe content, what is the in the product? It can be central. Yes, so this is the claim, the labeling of the nutrients, calories. Yes, this is something that addresses the central route.
This year, all the influencers are based on the peripheral rule. Why do you need an influencer if you have good arguments? So normally you have the influencer and then they state, and this is okay, this is okay, and they act as testimonials, and this is the peripheral rule. We have the nutrient content. It is a little bit difficult with the central route, at least it addresses the central route, and it provides all relevant information for consumers, even with allergic things and all those things that you can use in order to design your diet.
Who of you does that? Who of you processes that information based on the central route? What you can do, and we already talked about that app that lets you do that on the central route, you scan the food that you take, you weigh the food that you take, and then... The app tells you to which, how many calories you had every day, whether you had a deficit in protein, in carbohydrates, and in fat, or if you had too much, whether you exceeded your calorie limit that you set yourself, and so on. So, and then even based on that, they consider even if you have done your 10,000 steps a day, if you had to work out that day. So this could be an example for the central route, but this is normally done by an app, and I'm pretty sure that nobody of you ever did that. Do you count your calories a day? So all that information that is provided, normally, and if you have the traffic light, that's you it's the peripheral.
MOTIVATION ABILITY OPPORTUNITY FACTORS DETERMINING THE ROUTE
Motivation: willingness to pay attention and process information. Motivation is to
a large extent influenced by consumers needs and goals
− Functional needs: needs to solve problems
− Symbolic needs: needs relating to how one perceives oneself
and is perceived by others
− Hedonic needs: needs relating to sensory pleasure
Ability: resources (knowledge) necessary to elaborate on the information
Opportunity: the extent to which the situation enables the recipient to elaborate
on the information
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
MAO FACTORS DETERMINING THE ROUTE
20
Message Motivation
to process
Ability to
process
Opportunity
to process Central processing
yes yes yes
− If motivation, ability and opportunity are all high, the elaboration likelihood is said
to be high and consumers are expected to engage in the central route
− If one or more of the MAO factors is/are low, consumers are more likely to process
the information peripherally or not at all.
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE ELABORATION LIKELIHOOD MODEL
21
Message Motivation
to process
Ability to
process
Opportunity
to process
Central processing
Neutral
arguments
Support
arguments
Counter-
arguments
No attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
Persuasive cue present
Peripheral
processing No processing
Temporary
attitude change
No
attitude change
Input for future processing
no
no no
no
yes
yes yes yes
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
OBJECTIVES OF THE LECTURE
− Get an idea of how hierarchy-of effect models describe how communication works
− Understand the importance of attitude and attitude formation in the consumer persuasion
process
A crucial role in the persuasion process is the formation and change of attitudes. The extent to
which attitudes are formed in a stable or less stable way depends on the elaboration likelihood of
information processing, which in turn depends on the motivation, the ability and the opportunity
to process information. If one of these factors is not present, consumers may be convinced by
peripheral stimuli rather than by rational product information
− Distinguish the basic types of attitude formation and change processes and the marketing
communication models
− Learn the importance of the elaboration likelihood and cognitive, affective and behavioural
processes for marketing communication
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
23
High elaboration likelihood
Cognitive attitude change
Low elaboration likelihood
Cognitive attitude change
Low elaboration likelihood
Affective attitude change
High elaboration likelihood
Behavioural attitude change
High elaboration likelihood
Affective attitude change
Low elaboration likelihood
Behavioural attitude change
High elaboration likelihood Low elaboration likelihood
Cognitive
attitude
change
Affective
attitude
change
Behavioural
attitude
change
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
24
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-
Memory Model
High elaboration likelihood
Affective attitude change
•Feelings as information
model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response
behaviour
High elaboration likelihood Low elaboration likelihood
Cognitive
attitude
change
Affective
attitude
change
Behavioural
attitude
change
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
OBJECTIVES OF THE LECTURE
− Get an idea of how hierarchy-of effect models describe how communication works
− Understand the importance of attitude and attitude formation in the consumer persuasion
process
− Distinguish the basic types of attitude formation and change processes and the marketing
communication models
The way in which attitudes are formed and changed depends on the high and low likelihood of
elaboration on the one hand, and whether attitudes are primarily based on cognitive, affective
and or conative factors on the other. As a result, six types of attitude formation and
communication models can be distinguished.
− Learn the importance of the elaboration likelihood and cognitive, affective and behavioural
processes for marketing communication
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
26
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
EXPECTANCY-VALUE MODEL
− Dependent variable: brand attitude
− Brand attitudes are made up of three
elements
1. Relevant product attributes
2. The extent to which one believes
the brand possesses these
attributes
3. The evaluation of these attributes
27
𝐴𝐴𝑜𝑜 = �
𝑖𝑖=1
𝑛𝑛
𝑏𝑏𝑜𝑜𝑜𝑜𝑒𝑒𝑖𝑖
𝑛𝑛 = number of relevant attributes
𝑏𝑏𝑜𝑜𝑜𝑜 = belief of object o possessing attribute i
𝐴𝐴𝑜𝑜 = attitude towards object o
𝑒𝑒𝑖𝑖 = evaluation of attribute i
Product attributes are weighted by the
importance that the consumer attaches to the
different product attributes
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
28
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
29
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
Attitude formation and change:
The Theory of reasoned action /
the theory of planned behaviour
THE THEORY OF REASONED ACTION /
THE THEORY OF PLANNED BEHAVIOUR
Dependent variable: behavioural intention
1. Attitude
2. Subjective norms
the belief one holds regarding what different reference groups consider as socially desirable
behaviour, weighted by the consumer’s need or willingness to behave according to the norms of
particular reference groups. The latter is referred to as social sensitivity.
3. Perceived behavioural control
the perceived ease or difficulty of performing the behaviour. It is assumed that perceived behavioural
control reflects past experience as well as anticipated impediments and obstacles. Perceived
behavioural control is computed by multiplying control beliefs by perceived power of the particular
control believe to pose the behaviour. The resulting products are summed across the salient control
believes.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE THEORY OF REASONED ACTION /
THE THEORY OF PLANNED BEHAVIOUR
31
Beliefs Perceived opinion
of significant others Social sensitivity Perceived power
Evaluation Control beliefs
Attitude Perceive
behavioural control
Perceive social
pressure
(subjective norm)
Behavioural intention
Behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
CONSEQUENCES FOR MARKETING
COMMUNICATION
32
Attitude and
behavioural
intention
Change attribute
evaluations
Change control
beliefs
Change perceived
power
Change subjective
norms
Change social
sensitivity
Change brand
beliefs
Add attributes
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
33
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
SELF GENERATED PERSUASION
− Consumers are not persuaded by strong arguments, but by his or her own thoughts,
arguments or imagined consequences. These thoughts go beyond the information offered
in the ad.
− Consumer combine the information in the message with previous experience and
knowledge, and tries to imagine him- or herself consuming the product and the
consequences thereof.
− The persuasive process is imagery based. Self-generated thoughts and the cognitive and
affective response evoked by the imagined brand experience give rise to fairly strong
brand beliefs.
− The beliefs are supposed to have a considerable impact on brand attitude.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
35
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
HEURISTIC EVALUATION
− In case one of the MAO factors is low, consumers may concentrate on peripheral cues and
- based on the cues - make inferences in order to form a cognitively-based attitude.
− The inferential beliefs have a significant influence on the attitude towards a brand.
− Heuristic evaluation is in line with the idea of a satisfying choice process: If consumers
lack the motivation, ability or opportunity to search and process information to find the
best choice, they may settle for an acceptable or satisfactory brand choice.
− Some examples for heuristic cues:
− Source of message: attractiveness, expertise, status, number of sources etc.
− Message: number of arguments, repetition, layout etc.
− Product: price, design, country of origin etc.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
37
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
• Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
FEELINGS AS INFORMATION MODEL:
“HOW DO I FEEL ABOUT IT”
− Feelings about a product as relevant source of information to form the overall attitude.
− Feelings characterised as subjective experiences of affective states and responses with a
somato-visceral component
− Under high elaboration likelihood, people use their feelings because they believe they
contain valuable information.
− When consumers scrutinise the arguments in a message, mood and ad-evoked emotions
can be considered as an argument or a central cue.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
39
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
AD TRANSFER
40
− Evaluation of the ad influences the
evaluation of the brand.
− In case of low brand differentiation or
insignificant consequences of a non-
optimal choice, consumers choice goal may
be to buy the first brand that they like.
− The dual mediation model indicates that
the evaluation of the ad not only has an
immediate impact on the evaluation of the
brand, but also an indirect effect on brand
attitude via brand cognition.
Ad cognition
Brand cognition
Attitude
towards the ad
Attitude
towards the
brand
Purchase
intention
Dual mediation hypothesis of ad transfer.
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
FEELINGS-TRANSFER
− Feelings evoked by an ad may be transferred to the attitude towards the ad, the brand
attitude and the purchase intention without much deliberation.
− Since ad-evoked feelings and the brand are associated in a consumer’s memory,
emotional advertising might influence brand evaluation no matter when the brand
evaluation takes place.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
EMOTIONAL CONDITIONING AND
MERE EXPOSURE
− EMOTIONAL CONDITIONING: extreme case of feeling transfer based on Pavlov’s classic
conditioning theory. Research findings indicate that emotional conditioning can influence
and alter brand choice, but only when initially no strong preferences for competitive
brands were formed and when brand choice is made under cognitive load.
− MERE EXPOSURE: ad and brand exposure increase positive affect towards these stimuli, can
increase liking of the and brand and can make it more likely that the advertised brand
enter the consumers’ consideration set. The mere exposure of consumers to a particular
ad, without consumers actively elaborating on the ad, can influence consumers’
preferences and behaviour.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE RELEVANCE OF PERIPHERAL CUES
− Peripheral cues may attract attention, induce curiosity, induce favourable attitude towards
the ad and as a consequence a favourable attitude towards the brand.
− Consumers who hold a positive attitude towards the communication are more likely to be
receptive to arguments in favour of the brand, are less inclined to think of counter
arguments and more disposed to think of support arguments.
− Research gives evidence that people in a positive mood make decisions more quickly, use
less information, avoid systematic processing, evaluate everything more positively, accept
a persuasive message more easily and pay less attention to details. Ad evoked feelings
work in a similar way.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
44
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE POST-EXPERIENCE MODEL
− The post-experience model assumes relations between the current purchase, on the one
hand, and previous purchase, previous advertising, previous promotion, current
advertising and current promotion, on the other.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE PERCEPTION-EXPERIENCE-MEMORY MODEL
− Consumers have no previous experience
− Advertising has the function of
− framing perception
− Awareness
− Frame of reference
− Enhancing experience
− Organizing memory
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
THE PERCEPTION-EXPERIENCE-MEMORY MODEL
47
Pre-experience exposure
Post-experience exposure
Marketing Communication
Phase
Marketing Communication
Function
Marketing Communication
Effect
Framing perception
Enhancing experience
Organising memory
Expectation
Anticipation
Interpretation
Sensory enhancement
Social enhancement
Cueing
Branding
Interpretation
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
COMMUNICATION MODELS BY ELABORATION
LIKELIHOOD AND ATTITUDE FORMATION
48
High elaboration likelihood
Cognitive attitude change
•Multi-attribute models
• Expectancy-Value model
• Theory of Reasoned Action
•Self generated persuasion
Low elaboration likelihood
Cognitive attitude change
•Heuristic evaluation
Low elaboration likelihood
Affective attitude change
•Ad transfer
•Feelings-transfer
•Classical conditioning
•Mere exposure effect
High elaboration likelihood
Behavioural attitude change
•Post-experience model
•Perception-Experience-Memory
Model
High elaboration likelihood
Affective attitude change
•Feelings as information model
Low elaboration likelihood
Behavioural attitude change
•Reinforcement model
•Routinised response behaviour
Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
REINFORCEMENT MODEL AND
ROUTINISED RESPONSE MODEL
Consumers will rather concentrate on elements of previous brand experience to form an
attitude and purchase intention.
− REINFORCEMENT MODEL: Awareness leads to trial and trial leads to reinforcement. Product
experience is the dominant variable in the model, and advertising is supposed to reinforce
habits, frame experience and defend consumers attitudes.
− ROUTINISED RESPONSE BEHAVIOUR: a large number of product experiences can lead to
routinised response behaviour, especially for low involvement products. Consumers do
not spent much time in deciding but buy a particular brand out of habit: Previous
behaviour guides future behaviour. Building brand awareness and trying to become top of
mind is very important in order to be included in the evoked choice set, to retain brand
loyalty and to enhance brand-switching to the own brand.
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Consumer Oriented Communication in the Food Sector – Models Dealing with Effectiveness
OBJECTIVES OF THE LECTURE
− Get an idea of how hierarchy-of effect models describe how communication works
− Understand the importance of attitude and attitude formation in the consumer persuasion
process
− Distinguish the basic types of attitude formation and change processes and the marketing
communication models
− Learn the importance of the elaboration likelihood and cognitive, affective and behavioural
processes for marketing communication
Different models try to explain how marketing communication persuades consumers. The
motivation, ability and opportunity to process information as well as the relevance of cognition,
affection and behaviour in the attitude formation process effect the impact of information. Being
aware of the underlying processes marketers can choose adequate types of communication to
influence attitudes to a brand or company.
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