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, 2020The Standard Learning Model – Consists of a Learn feel Do sequenceLearn – Information and knowledge about the brand is learnedFeelings – 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, 2020Support 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.