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.

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Lecture 7 Marketing Communication Psychology

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Lecture 7 marketing communication psychology

Lecture 7 Marketing Communication Psychology

Dr. Lucy Ting

[email protected]


Agenda

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


Hierarchy of effects1

Cognitive

Affective

Behavioural

Hierarchy of Effects

  • Consumers are assumed to go through the specific stages in a well-defined sequence

  • Think-Feel-Do


Evaluations

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

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

Awareness

Interest

Desire

Action

Hierarchy of Effects Model

  • AIDA


Hierarchy of effects model1

Awareness

Comprehension

Conviction

Action

Hierarchy of Effects Model

  • DAGMAR


Hierarchy of effects model2

Awareness

Knowledge

Liking

Preference

Conviction

Action

Hierarchy of Effects Model

  • Lavidge

    &Steiner


The fcb grid

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

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

Attitude Formation and Change


Components of attitude

Components of Attitude


Mao model

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 change1

Attitude Formation and Change

Pelsmacker et al. (2007)


Theory of planned behaviour

Theory of Planned Behaviour

Ajzen (1991), “The Theory of Planned Behaviour,” Organisational Behaviour and Human Decision Processes, 50(2), pp. 179-211


Attitude

Attitude

  • Attitude is made of three elements

Attitude towards object o

Belief of object o possessing attribute i

Evaluation of attribute i

Number of relevant attributes


Subjective norm

Subjective Norm

  • Subjective Norm is the perceived social pressure to engage or not to engage in a behaviour

Social sensitivity of attribute i

Others’ opinion of attribute i


Subjective norm1

Subjective Norm

  • Perceived behavioural control has to do with the perceived presence of factors that may facilitate or impede performance of a behaviour

Control belief of attribute i

Perceived power of attribute i


Marketing communications

Marketing Communications


Lecture 7 marketing communication psychology

  • 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


Lecture 7 marketing communication psychology

  • Changing the opinion of others

    • Smoking is not pretty

  • Raising or lowering social sensitivity

    • Think for your loved ones


Lecture 7 marketing communication psychology

  • Change control beliefs

    • Never a better time to clear out your wardrobe

  • Change perceived power

    • Just do it!


Theory of planned behaviour1

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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