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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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
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
Vaughn, R. (1980), ‘How Advertising Works: A Planning Model’, Journal of Advertising Research, 20(5), pp. 27–33.
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
Involvement is part of MAO
Pelsmacker et al. (2007)
Ajzen (1991), “The Theory of Planned Behaviour,” Organisational Behaviour and Human Decision Processes, 50(2), pp. 179-211
Attitude towards object o
Belief of object o possessing attribute i
Evaluation of attribute i
Number of relevant attributes
Social sensitivity of attribute i
Others’ opinion of attribute i
Control belief of attribute i
Perceived power of attribute i
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