Info cognitive is learned as basis for developing affect affective which guide

Info (cognitive) is learned as basis for developing affect (affective), which guide what they do (behaviour)  Consumer is viewed as an active participant in communication process who gathers info through learning  Likely when consumer is highly involved in purchase process and there is much differentiation among competing brands – such consumer durables (electronics, cars, etc.) The Dissonance/Attribution Hierarchy: where consumers first behave, then develop attitudes/feelings as a result, then learn or process info that suppers this behaviour  Do  feel  learn  Occurs in situations where consumers must choose between 2 alternatives that are similar in quality but are complex and have unknown attributes – i.e. may purchase off a recommendation o Reduces postpurchase dissonance o Consistent with consumer’s selective perception

Advertising Notes Ch4: Communication Response Models  Attitudes develop after purchase (as does learning) Low Involvement Hierarchy: receiver passes from cognition to behavior to attitude  Learn  Do  Feel  Situations with low consumer involvement in purchase process, when there are minimal differences in alternatives  Consumer may focus more on nonmessage elements than actual content, therefore take advantage by having music/etc. that can be retained by consumer without any active cognitive processing while repeating simple product claims such as key points or benefits Implications of Alternative Response Models  Standard learning models do not always apply  Sometimes consumers make decisions on the basis of general awareness  Therefore marketers should analyze involvement levels and differentiation as well as consumer use of info and experience levels L3: Cognitive Processing of Communications Understanding consumers’ cognitive processing of advertising messages The Cognitive Response Approach *figure 4.4* Cognitive Responses: thoughts that occur to consumers while reading/hearing communication – usually measured by having consumers write/report their reactions  these thoughts shape ultimate acceptance or rejection of a message Three categories of cognitive response: product/message, source-orientated, ad execution thoughts Product/Message Thoughts: thoughts directed at product/service and/or the claims being made in the communication – attention is focused on two types of responses (counterarguments and support arguments) Counterarguments: thoughts the recipient has that are opposed to the position taken in the message – i.e. “I don’t think Tide could get that stain out”  More likely when message makes claims that oppose receiver beliefs  More counterargument = less likely they will accept the message Support Arguments: thoughts that affirm the claims made in the message – i.e. “Tide looks like a good product” Source-Orientated Thoughts: directed at source of communication