Transcript Lecture 2 Brand Positioning

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
Hierarchy of Effects
Hierarchy of Effects
• Consumers are
assumed to go
through the specific
stages in a welldefined 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
• AIDA
Awareness
Interest
Desire
Action
Hierarchy of Effects Model
• DAGMAR
Awareness
Comprehension
Conviction
Action
Hierarchy of Effects Model
• Lavidge
&Steiner
Awareness
Knowledge
Liking
Preference
Conviction
Action
The FCB Grid
• Foot-Cone-Belding Grid
Vaughn, R. (1980), ‘How Advertising Works: A Planning Model’, Journal of Advertising
Research, 20(5), pp. 27–33.
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
Attitude Formation
and Change
Components of Attitude
MAO Model
Involvement 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.
Attitude Formation and Change
Pelsmacker et al. (2007)
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
Ao 
Ao 
Attitude towards
object o
boi 
Belief of object o
possessing attribute i
ei 
Evaluation of
attribute i
n
Number of relevant
attributes
Subjective Norm
• Subjective Norm is
the perceived social
pressure to engage or
not to engage in a
behaviour
ssi 
Social sensitivity of
attribute i
ooi 
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
cbi 
Control belief of
attribute i
ppi  Perceived power of
attribute i
Marketing Communications
• 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. 14291464; Armitage and Conner (2001), “Efficacy of the Theory of Planned Behaviour: A metaanalytic review,” British Journal of Social Psychology, 40(4) pp. 471-499