lecture 7 marketing communication psychology
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Lecture 7 Marketing Communication Psychology. Dr. Lucy Ting [email protected]. 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. - PowerPoint PPT PresentationTRANSCRIPT
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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
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Hierarchy of Effects
• Consumers are assumed to go through the specific stages in a well-defined sequence
• Think-Feel-Do
Cognitive
Affective
Behavioural
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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
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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
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Hierarchy of Effects Model
• DAGMAR
Awareness
Comprehension
Conviction
Action
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Hierarchy of Effects Model
• Lavidge
&Steiner
Action
Awareness
Knowledge
Liking
Preference
Conviction
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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
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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
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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.
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Theory of Planned Behaviour
Ajzen (1991), “The Theory of Planned Behaviour,” Organisational Behaviour and Human Decision Processes, 50(2), pp. 179-211
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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
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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
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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
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• 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
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• Changing the opinion of others
– Smoking is not pretty
• Raising or lowering social sensitivity
– Think for your loved ones
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• Change control beliefs
– Never a better time to clear out your wardrobe
• Change perceived power
– Just do it!
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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