Alternative response hierarchies perceived product

Alternative Response Hierarchies
Perceived product differentiation – Whether the receiver views competing brands
within a product category similarly.
Topical Involvement – Based on the relevance with respect to the receiver’s
characteristics (e.g. needs), the message characteristics (e.g. source, content), and situational
factors (e.g. time).

Tuesday February 11, 2020
The Standard Learning Model – Consists of a Learn  feel  Do sequence
Learn – Information and knowledge about the brand is learned
Feelings – What is learned develops feelings that guide what the consumer will…
Do – The action the consumer takes based on the feelings they developed through
learning about the brand.
The Dissonance/Attribution Hierarchy – Goes in the opposite direction of the standard learning
model (Do  Feel  Learn). This occurs in situations where consumers must choose between
two alternatives that are similar but are not complex and/or may have unknown attributes.
The Low-Involvement Hierarchy – The receiver is viewed as passing form cognition to behavior
to attitude change (Learn  Do  Feel). This tends to occur when involvement is low, and
differentiation is low. Passive, uninterested viewers may focus more on non-message elements
like jingles, symbols, and slogans.
The Cognitive Response Approach
Cognitive Responses – The thoughts that occur to consumers while reading, viewing, and/or
hearing a communication.
Product Message/Thoughts
Counterarguments – Thoughts the recipient has that are opposed to the position taken in the
message.

Tuesday February 11, 2020
Support Arguments – Thoughts that affirm the claims conveyed in the message.
Source-Oriented Thoughts
Source Derogations – Negative thoughts about the spokesperson or organization making the
claims.
Source Bolsters – Favorable reactions and thoughts about the source.
Ad Execution Thoughts
Ad Execution-Related Thoughts – Can be either favorable or unfavorable. They affect attitudes
toward the advertisement as well as the brand.