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FULL SUMMARY INCL ARTICLES Marketing Communications & The Consumer
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Made this for the master Communication Science in 2023/2024.
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DE PELSMACKER, GEUENS, VAN DEN BERGH, 2013, HOW MARKETINGCOMMUNICATIONS WORK.
Factors of a processing a communication message
• Consumer goals
• Characteristics of the product type
• The situation the consumer is in (hurried or distracted by others for example
• Involvement in the product category
• Social, cultural and psychological factors
Hierarchy-of-effects models
In general it assumes that things have to happen in a certain order, implying that the earlier effects of form
necessary conditions in order for the later effects to occur.
Three different stages in responding to marketing communications
• Cognitive stage → consumers engage in mental (thinking) processes which lead to awareness and
knowledge of the brand communicated
• Affective stage → emotional or feeling responses occur which are associated with the advertised
brand and attitudes towards the brand are formed. A difference with the previous stage is that
consumers may become aware and gather information continuously and effortlessly, while affective
reactions only be formed when the need for an evaluation arises.
• Conative/behavioral stage → Refers to undertaking actions with respect to the advertised brand, such
as buying it.
Most likely it is cognitive stage > affective stage > conative stage.
Low-involvement-hierarchy-of-effects-model according to which consumers, after frequent exposure to
marketing messages, might buy the product, and decide afterwards how they feel about it (cognitive–
conative–affective hierarchy).
Experiential hierarchy-of-effects model in which consumers’ affective responses towards a product lead them
to buy it and, if necessary, they reflect on it later. This would suggest an affective–conative–cognitive
sequence.
The Foot-Cone-Belding (FCB) grid
Four different situations are distinguished, based on two dimensions, i.e. the high–low involvement and the
think–feel dimension. Involvement can be defined as the importance people attach to a product or a buying
decision, the extent to which one has to think it over and the level of perceived risk associated with an
inadequate brand choice. The think–feel dimension represents a continuum reflecting the extent to which a
decision is made on a cognitive or an affective basis.
,Attitude formation and change
Attitude is as a person’s overall evaluation of an object, a product, a person, an organization, an ad, etc.
An attitude can be assumed to consist of three components, The cognitive component reflects knowledge,
beliefs and evaluations of the object; the affective component represents the feelings associated with the
object; and the behavioral component refers to action readiness (behavioral intentions) with respect to the
object.
Example: An example may clarify the distinct components. You may love Timberland shoes (affec- tive
component) because you know they are durable and convenient to wear (cognitive component) and that is
why you intend to buy Timberland the next time you go shopping (behavioural component).
The involvement dimension of the FCB grid is extended to motivation, ability and opportunity (MAO)
• Motivation → a willingness to engage in behaviour, make decisions, pay attention, process
information, etc., is meant. Motivation is to a large extent influenced by consumer needs and goals.
Consumer needs can be categorised as functional, symbolic or hedonic.
, • Ability → Refers to the resources needed to achieve a particular goal. One may be motivated to
process a computer ad, but when it is full of technical details one may not be able to process and
understand it because of a lack of technical knowledge.
• Opportunity → deals with the extent to which the situation enables a person to obtain the goal set. A
consumer may be motivated to buy Danette of Danone, but if the supermarket runs out of Danette,
the consumer does not have to opportunity to buy it.
Elaboration likelihood model
The effects of the MAO factors on attitude formation and marketing communications processing are presented
in the Elaboration Likelihood model.
If motivation, ability and opportunity are all high, the elaboration likelihood is said to be high and consumers
are expected to engage in central-route processing. This means that they are willing to elaborate on the
information, to evaluate the arguments and find out what the information really has to offer. Depending on the
quality and credibility of the arguments, consumers will react by producing counter-, support or neutral
arguments, which induce a negative, positive or no attitude change, respectively. For example, when thinking
of McDonald’s consumers might think of how good McDonald’s burgers and fries taste: a support argument.
On the other hand, consumers might also think of how unhealthy fast food is: a counter-argument.
Furthermore, consumers might just think of the red and yellow colours of a McDonald’s restaurant: in effect, a
neutral argument. Attitudes formed via the central route prove to be good predictors of later behaviour and
are fairly resistant to other persuasive messages.
At first sight, the above might suggest that the central route pertains to cognitive attitude formation (people
think carefully about the substance of the message), while peripheral- route processing is more likely to give
rise to affective attitude formation (people rely on how the ad makes them feel instead of what the ad really
tells). However, reality reveals a more complicated picture.
,Six types of attitude formation and change
Theory of planned behavior / the Theory of Reasoned Action (TORA)
3 elements brand attitudes
• Relevant product attributes
• Evaluation of these attributes
• How much consumer believes the brand has these attributes
Perceived behavioural control (PBC) can be defined as ‘the perceived ease or difficulty of performing the
behaviour and it is assumed to reflect past experience as well as anticipated impediments and obstacles’.
Based on the TPB model, marketing communicators can try to change consumers’ attitudes and influence their
behaviour in several different ways:
,Self-generated persuasion
A consumer is not persuaded by strong brand arguments, but by his or her own thoughts, arguments or
imagined consequences. These thoughts go beyond the information offered in the ad. The consumer combines
the information in the message with previous experience and knowledge and tries to imagine him- or herself
consuming the product and the consequences thereof. Sometimes consumers even come up with new product
uses. For example, when seeing an ad for canned lobster soup, a consumer might think of using the soup not as
a soup, but as an ingredient for a sauce to use in a fish pasta. In other words, the persuasive process is imagery-
based. These self-generated thoughts and the cognitive and affective responses evoked by the imagined brand
experience give rise to fairly strong brand beliefs. These beliefs are believed to have a considerable impact on
brand attitude.
Emotional conditioning
, In a marketing context, communications practitioners sometimes try to pair a brand with an emotional
response.
Perception experience memory model
When consumers do not yet have brand experience, the main function of advertising consists of framing
perception. Framing can affect consumers’ expectation, anticipation and interpretation. Expectation is
concerned with notifying consumers that a particular brand in a certain product category is available and
putting the brand in a frame of reference so that consumers expect to see it. Next, marketing communications
should try to create anticipation or generate hypotheses.
Post-experience model
An example of a model that incorporates brand experience is the post-experience model. This model assumes
relations between the current purchase, on the one hand, and previous purchase, previous advertising,
previous promotion, current advertising and current promotion, on the other.
Reinforcement model
According to this model, awareness leads to trial and trial leads to reinforcement. Product experience is the
dominant variable in the model, and advertising is supposed to reinforce habits, frame experience (see
previous section) and defend consumers’ attitudes.
Routinised response behavior
A similar model is called the routinised response behavior model and assumes that a large number of product
experiences can lead to routinised response behavior, especially for low-involvement, frequently purchased
products such as toilet paper, toothpaste, paper tissues, mineral water or chewing gum.
Post-Experience Model:
Uitleg: Dit model kijkt naar de relatie tussen de huidige aankoop en eerdere ervaringen zoals vorige aankopen,
reclame, en promoties.
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