Lecture 7 Marketing Communication Psychology Dr Lucy Ting

Lecture 7 Marketing Communication Psychology Dr. Lucy Ting Lucy. Ting@manchester. ac. uk

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 Attitude towards object o Belief of object o possessing attribute i Evaluation of attribute i Number of relevant attributes

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 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

• 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 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