Zusammenfassung
Summary Articles marketing communication and the consumer
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The articles of marketing communication and the consumer summarized.
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Inhaltsvorschau
Article: chapter 3 how marketing worksArticle: implicit consumer preferences and their influence on Product choice by Friese,
Wanke and Plessner.
Article: Can evaluative conditioning change attitude toward mature brands? New evidence
from the implicit association test by Gibson.
Article: Brand awareness effects on Consumer decision making for a common, repeat
purchase product: a replication by Macdonald and Sharp.
Article: evidence concerning the importance of perceived brand differentiation by Romaniuk,
Sharp & Ehrenberg.
Article: Building the destination brand: an empirical comparison of two approaches by
Trembath, Romaniuk and Lockshin.
Destination choice is believed to be determined primarily by a favorable destination image
and strong differentiation from competitors. The brand salience view posits that marketing
communication works by increasing a brand’s propensity to be evoked in purchase situations
rather than by changing the consumer’s attitude to the brand. That is, having more
consumers think of the brand, rather than focusing on how well consumers regard the brand.
The basic premise is that brands that are evoked more often have a higher probability of
being chosen than brands that are evoked less often, independent of attitude to the brand.
Chapter 1: an introduction to integrated marketing communications by Belch & Belch.
Article: brand attitudes - ‘distribution outlets’ in the mind by Romaniuk 2003
Article: Building a unique brand identity: measuring the relative ownership potential of brand
identity element types by Ward et al.
Article: Cross-media advertising: brand promotion in an age of media convergence by
Voorveld, Smit & Neijens 2013
Article: The cross-platform synergies of digital video advertising: implication for cross-media
campaigns in television, Internet and mobile TV by Lim, Egan, Ri and Biocca 2015
Article: Consumer behavior and climate change: consumers need considerable assistance
by Thogersen 2021
Article: Quantifying the potential for climate change mitigation of consumption options by
Ivanova et al 2020
Article: Perspectives: advertising and climate change - part of the problem or part of the
solution? by Hartmann, Marcos, Castro and Apaolaza 2022
Purpose Disruptors 2022
Article: shifting consumer behavior to address climate change by Habib, White, Hardisty and
Zhao 2021
, Article: chapter 3 how marketing works
Introduction
Several factors have an effect on the processing of a communication message:
1. Consumer goals
2. Characteristics of the product type
3. The situation the consumer is in
4. Involvement in the product category
5. Social factors
6. Psychological factors
7. Cultural factors
Hierarchy-of-effects models
The herarchy-of-effects model assumes that things have to happen in a certain order,
implying that the earlier effects form necessary conditions in order for the later effects to
occur. Consumers go through three different stages in responding to marketing
communications:
1. cognitive stage: consumers engage in mental (thinking) processes which lead to
awareness and knowledge of the brand communicated.
2. affective stage: emotional or feeling responses occur which are associated with the
advertised brand and attitudes towards the brand are formed.
3. behavioral stage: refers to undertaking actions with respect to the advertised brand,
such as buying it.
Consumers are assumed to go through the three stages in a well-defined sequence. The
majority of the hierarchy models claim a cognitive-affective-behavioral sequence.
- Consumers should first learn or become aware of a brand, afterwards they develop
affective responses or form an attitude towards the brand. Finally, this feeling or
attitude makes the consumer want to buy the brand.
But there are disagreements. An example is the 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.
Another possibility is the experimental 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.
, Foot-Cone-Belding grid
Four different situations are distinguished, based on two
dimensions;
1. High-low involvement; can be defined as the
importance people attach to a product or a
buying decision
2. Think-feel dimension; represents a continuum
reflecting the extent to which a decision is naked
on a cognitive or an affective basis.
Rossiter-Percy grid
The Rossiter-Percy grid is an alternative to the FCB grid which again classifies products and
buying decision in four categories, based on:
- High/low involvement;
- Transformational or informational buying motive;
- Transformational motives consist of positive motivations
- Informational buying motives refer to reducing or reversing negative
motivations
TOMA
Top-of-mind awareness (TOMA) indicates which brand is most salient within a product
category. It reflects the first brand that comes to mind when thinking of a particular product
category. it is generally acknowledged that brands that are top of mind are more likely to be
purchased.
Shortcomings
A major critique is that empirical support for the fact that consumers go through each stage is
still lacking. This leads to the conclusion that empirically, no hierarchy of cognitive, affective
and behavioral effects can be observed. Hierarchy models do not allow interactions between
the different stages, which is very unlikely. Purchase will lead to experience, which will have
an important impact on beliefs and attitude. Therefore, to base marketing communications on
hierarchy-of-effects models may not be the most effective or relevant strategy.
Attitude formation and change
An attitude is a person’s overall evaluation of an object, a product or an organization. An
attitude can be assumed to consist of three components:
1. cognitive component: reflects knowledge, beliefs and evaluations.
2. affective component: represents the feelings associated with the object.
3. behavioral component: refers to the action to readiness with respect to the object.
EXAMPLE:
You may love Timberland shoes (affective) because you know they are durable and
convenient to wear (cognitive) and that is why you intend to buy Timberland shoes the next
time you go shopping (behavioral)
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