Alternative Response Hierarchies

Alternative Response Hierarchies - Alternative Response...

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Alternative Response Hierarchies High Low High Low Topical Involvement Perceived product differentiation Learning model Low involvement  model Dissonance/ attribution model C ogn it ive A fe c t ona
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Dissonance/Attribution Model
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Low-Involvement Products
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The FCB Planning Model 1 Informative The Thinker 3 Habit Formation The Doer Thinking Feeling Low  Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High 
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Developing Promotional Strategies Ad options based on the FCB grid Rational versus emotional appeals Increasing involvement levels Evaluation of a think-type product on the basis of feelings
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LG Connects with Consumer Emotions
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Cognitive Response A method for examining consumers’ cognitive processing of advertising messages by looking at their cognitive responses to hearing , viewing , or reading communications Examines thoughts that are evoked by an advertising message Consumers write down or verbally report their reactions to a message
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A Model of Cognitive Response
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Alternative Response Hierarchies - Alternative Response...

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